The fragrance and accompanying campaign is targeted at eco-conscious travellers especially.

Shiseido Travel Retail has introduced Le Sel D’Issey, a new men’s fragrance from Issey Miyake, into global travel retail following a successful July preview.

Debuted as an avant-première (preview) across its western travel retail operations in July, Shiseido noted Le Sel D’Issey, which received a global launch in August, is crafted with sustainable values at its core.

The travel retailer added the introduction of the prestige fragrance brand reinforces its commitment to engaging with diverse travellers, especially men, younger travellers, and environmentally conscious shoppers.

Shiseido has launched an animation campaign across travel retail in Europe and the Americas to accompany the launch, with key locations including: the US; Mexico; UK; Italy; Spain; Finland; Germany; Austria; Belgium and the Netherlands.

Vincent Baland, Vice President, Travel Retail West for Shiseido Travel Retail, 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.

Looking ahead, our fragrance brands are key to diversifying the Shiseido business and engaging with an even greater variety of traveler 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.”

Sustainable Innovation

The launch supports Shiseido’s aim to spotlight beauty innovations which meet the evolving needs of today’s travellers. It said Le Sel D’Issey is well-placed to appeal to Gen Z shoppers increasingly seeking sustainable, diverse, and inclusive beauty products.

The new fragrance is housed in a bottle made with 20 percent recycled glass, and the outer packaging is crafted from 10 percent upcycled seaweed and is FSC certified.

In addition, the formula itself is certified vegan and is composed of 95 percent natural origin ingredients, including: natural ginger; sand vetiver; cedarwood; seaweed, and oakmoss.

The launch of Le Sel D’Issey is supported by a 360 degree campaign inspired by cymatics – the study of making sound visible – to engage travellers during the high-traffic summer season.

Combining digital engagement with a multi-sensorial experience, travellers can explore the fragrance through interactive activities with a digital app, enhancing the offline experience.

From 26 August, Issey Miyake is broadening brand awareness and recruiting younger travellers into the prestige fragrance category through Le Sel D’Issey animations at 135 locations in European travel retail and the Americas.

Marketing activations will be unveiled in Vienna, Barcelona and Milan, supported by retailer collaboration across e-commerce, social media, and paid media touchpoints.

The launch campaign was anchored by a hero animation experience at London Gatwick Airport in July, where the fragrance was prominently showcased in a central podium, Shiseido noted early traveller engagement and interaction at London Gatwick has been promising; Le Sel D’Issey 100ml ranked amongst the bestselling fragrances at Gatwick South during the month of July.

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