Introduction: In this opinion piece, Shiseido Travel Retail Vice President Travel Retail West Vincent Baland explores how the company is redefining the sector by leveraging innovative launches, locally inspired scents and responsible luxury.
From avant-première debuts like ISSEY MIYAKE's Le Sel d'Issey to regionally tailored offerings such as Tory Burch Essence of Dreams, Shiseido is prioritising creativity and consumer-centricity to leverage the fragrance opportunity. Additionally, the company's push towards sustainable formulations and eco-conscious packaging underscores its commitment to meeting the expectations of today's environmentally aware travellers.
As travel retail continues to evolve, Baland emphasises that success lies in delivering memorable, engaging and meaningful fragrance experiences – ones that not only appeal to consumers' senses but also align with their values.
Fragrance is not just one of beauty's bright spots; it has become a defining element of the travel retail experience for today's diverse global travellers. With its unique ability to elevate mood and create lasting memories, fragrance mirrors the transformative power of travel itself. The market reflects this growing relevance – by 2025, the worldwide fragrance market is projected to generate US$62.11 billion, with a 3.31% CAGR through 2030 ( Statista Market Forecast ).
At Shiseido, we recognise that today's travellers expect more than just a product; they seek offerings that align with their personal preferences, cultural influences and sustainable values. To maintain momentum, we have adapted our strategy to meet these evolving needs – leveraging exclusivity, personalisation and innovation to create meaningful fragrance experiences in travel retail.
A stand-out example is the avant-première launch of ISSEY MIYAKE Le Sel d'Issey. Shiseido Travel Retail spearheaded its global debut last summer, offering travellers exclusive access to this new masculine pillar. We amplified the launch across Europe and the Americas with a dynamic animation campaign inspired by Cymatics – the study of making sound visible. The response has been overwhelmingly positive, with travellers praising not only the scent but also its sustainable credentials and engaging activations.
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