EUROPE/THE AMERICAS. Shiseido Travel Retail is celebrating the launch of Issey Miyake Le Sel d’Issey across travel retail west in July. The fragrance brand’s new ‘masculine pillar’ was exclusively displayed for travellers ahead of its global launch in August.
Campaigns took place at key travel retail locations in Europe and the Americas, including USA, Mexico, UK, Italy, Spain, Finland, Germany, Austria, Belgium and the Netherlands.
Shiseido Travel Retail Vice President Travel Retail West Vincent Baland commented: “The Avant-Première of Issey Miyake Le Sel d’Issey is a fantastic opportunity in travel retail west to build on the success of our prestige fragrance portfolio. Over the summer, our goal was to inspire travellers by meeting their evolving needs for sustainable beauty innovations while traveling.
“Looking ahead, our fragrance brands are key to diversifying the Shiseido business and engaging with an even greater variety of traveller profiles. This is key to creating sustainable growth in travel retail for the long term. I would like to thank our global retail partners for their ongoing support and collaboration during the launch.”
The launch supports Shiseido’s aim to create a new beauty culture of innovations that meet travellers’ evolving needs. Le Sel d’Issey is well-placed to appeal to Gen Z shoppers seeking sustainable, diverse and inclusive beauty products.
The fragrance is housed in a 20% recycled-glass bottle and the outer FSC-certified packaging is crafted from 10% upcycled seaweed. The vegan formula is composed of 95% natural-origin ingredients, including ginger, sand vetiver, cedarwood, seaweed and oakmoss.
The product launch was supported by a comprehensive, 360-degree campaign inspired by cymatics – the study of making sound visible – which enabled passengers to explore the fragrance through interactive activities, with a digital app enhancing the offline experience.
Le Sel d’Issey 100ml ranked among the best-selling fragrances at Gatwick South during July, setting a new milestone for the global roll-out of the fragrance. This new edition – launched 30 years after the release of L’Eau d’Issey Pour Homme – draws inspiration from the essential element of salt.
Aimed at reconnecting men to their senses and nature, the fragrance was crafted by perfumer Quentin Bisch and housed in a bottle designed by renowned Japanese artist Tokujin Yoshioka. It features a vibrant salt accord enhanced by intense woody notes and is available in 100ml and 50ml sizes with refillable options. ✈️
