Shiseido boosts fragrance offerings with trio of new releases from Dolce&Gabbana and Issey Miyake

In the second quarter of this year, Shiseido’s travel retail business accelerated by 25%, a huge jump compared to the 9% increase in the first quarter. The surge accelerated the performance of the travel retail business by 17%.

Shiseido’s fragrance category grew by 7% in the first half with sales increasing by 11% and 3% in the first and second quarter respectively.

Globally, the fragrance category contributed strongly to the travel retail channel, comprising 29% of total sales last year, according to Generation Research.

The Americas and European regions contributed to 63% of those sales while the Middle East and Africa contributed 67%. In Asia Pacific, fragrances sales grew by 10%.

“Timeless fragrances”

The firm is making the most out of the opportunities to reinvigorate its fragrance portfolio with the new products.

Elisabeth Jouguelet, vice president of marketing and innovation, Shiseido Travel Retail, said:“Dolce&Gabbana and Issey Miyake are two iconic brands in travel retail, responsible for numerous timeless fragrances over the years, and we are excited to build on this heritage by bringing these new releases to consumers around the globe.”​

K by Dolce&Gabbana, a brand new eau de toilette for men, was crafted by perfumers Daphné Bugey and Nathalie Lorson. According to Shiseido, the scent features spicy pimento essence, an ingredient rarely used in perfumery.

To support the launch, Dolce&Gabbana Beauty has partnered with Italian influencer Mariano di Vaio, who stars in a campaign set in the Italian village of Montepulciano and shot by photographer Mariano Vivanco.

Issey Miyake’s latest duo was inspired by natural ingredients. L’Eau d’Issey Rose&Rose features two different types of rose: Bulgarian and centifolia.

L’Eau d’Issey pour Homme Wood&Wood, on the other hand, focuses heavily on woody scents, with spicy grapefruit and cardamom interwoven with cedarwood and sandalwood and a musky backdrop.

These releases underline Shiseido’s commitment to “bringing excitement to the channel with fresh products that have appeal across the world”.​

Jouguelet added: “These new products from both Dolce&Gabbana and Issey Miyake are major launches for the fragrance arm of Shiseido Group, further boosting our portfolio as we continue to deliver on our mission of creating ‘Beauty Innovations for A Better World’.”​