Shiseido Travel Retail has reported positive performances to date for its Narciso Rodriguez all of me fragrance, describing it as its “standout fragrance launch” of 2023.
The scent’s success has been a strong driver of Shiseido’s robust recovery in the EMEA and Americas travel retail markets, and has laid a solid foundation for sustained long-term growth, according to the group.
The all of me fragrance made its channel debut in August 2023, via an exclusive pre-launch listing at Dubai International Airport. This was followed by a high-impact animation strategy, incorporating more than 100 activations at 28 key airport locations, between August and December.
The all of me animation campaign
The animation campaign was designed to create a compelling O2O journey that featured ‘instant win’ gamification, personalised engraving services and digital media. TikTok was also included to appeal to a younger demographic.
In October, Narciso Rodriguez implemented a takeover of Málaga Airport, installing a central podium animation and an immersive screen initiative. Strong digital activity, across various channels, supported this campaign, which reached 1.7 million travellers and drew over 12,000 visitors to the dedicated campaign page.
Also in October, Narciso Rodriguez showcased all of me in Gebr. Heinemann’s multi-brand Experience Space at Copenhagen Airport. This initiative included a bespoke cocktail serve to highlight the fragrance’s floral profile.
Finally, in December, travellers at Ezeiza International Airport were greeted by a giant, customised Narciso Rodriguez Christmas tree. This was complemented by an all of me discovery experience at various landside check points, and animations in the departures and arrival duty free stores. The takeover was also supported by an OOH media campaign.
Shiseido has trained over 1,000 beauty consultants to promote the all of me concept, harnessing the Japanese concept of “omotenashi” (hospitality).
Shiseido Travel Retail Vice President Travel Retail West Vincent Baland commented: “all of me has affirmed its status as a top-selling fragrance for Narciso Rodriguez in travel retail, with support from our partners and retailers. We believe it has great potential for further growth globally as a new pillar alongside the iconic for her and Narciso franchises.
“The encouraging sales underline that all of me has resonated with our travellers with its values focused on individuality and self-expression, coupled with our unique Japanese hospitality and service.”
The all of me juice was composed by perfumers Dora Baghriche and Daphné Bugey. It combines notes of rose-geranium and a milky-musk accord.
Crafted from responsibly sourced ingredients, all of me features 88% natural-origin ingredients. In a first for the brand, the fragrance is presented in a refillable flacon.