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Shiseido Reveals Fragrances Under Newly Created Travel Retail Channel

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Shiseido Travel Retail

Under the Shiseido Group’s newly created global travel retail channel, Shiseido Travel Retail will highlight a number of exciting new fragrances from its leading Issey Miyake and Narciso Rodriguez brands at the upcoming TFWA Asia Pacific show in Singapore.

With the global fragrance market forecast to exceed $40bn by 2020, and Asia/Pacific and the Middle East markets predicted to be the fastest-growing regions, Shiseido Travel Retail has cited that today represents the perfect time to accelerate the growth of its fragrance business, which currently makes up over 30% of its sales in travel-retail.

“Rising incomes and the increase in interest in personal grooming, as well as the awareness of fragrances among consumers, are expected to be key growth drivers of the Asia/Pacific fragrance market,” said Elisabeth Jouguelet, vice president of marketing, Shiseido Travel Retail. “The May 1 unification of the Shiseido Group in travel-retail brings new synergies to our offer for this dynamic channel, and we see plenty of potential to grow the fragrance axis of our portfolio.”

Its summer fragrances line includes Issey Miyake’s L’Eau d’Issey editions, which will be made available in travel-retail locations across Europe, Middle East and Africa from the beginning of May 2016 in a 125 mL size, in collaboration with English artist Michelle McKinney and Firmenich perfumer Alberto Morillas.

Narciso Rodriguez will launch Narciso Poudrée, available in 50 mL and 90 mL in travel-retail Europe, Middle East and Africa. Narciso Poudrée is a follow-up to the original Narciso fragrance unveiled in 2014. Narciso Poudrée is presented in a minimalistic cube-shaped glass bottle, a signature of the Narciso Rodriguez fragrance line that began with the first Narciso Rodriguez For Her in 2003.