The decision was made based on the strong fragrance demand in Europe, particularly for a fully-fledged fragrance from the Shiseido brand, given that normally the company sells through other well-known brands.
The white floral fragrance was blended by the celebrated French perfumer Aurélien Guichard, who has worked with Issey Miyake and Narciso Rodriquez before.
Ever Bloom will also come in four products, in six varieties, including an eau de parfum and body cream, with expected retail price ranging from €37 to €105.
Furthermore, in January 2016, Shiseido says the range will be further enhanced by the addition of the iconic Parfum Extrait Absolu, which will retail at €188 a bottle.
Targeted
The European launch is all part of the Japan-headquartered firm’s Vision 2020 strategy, which seeks to base all of its activities on customer perspective, as well as on raising its corporate value.
“Within this framework we are aiming at an organizational structure based on the concept of ‘think global, act local,’ and have identified the issue of ‘fostering strong brands in each geographical area,’” says a company statement.
Looking at the global market, the manufacturer says it is able to establish what the main demands are for its products in different geographic regions.
For example, in Japan and the rest of Asia, it says that skin care products are of prime importance, whereas in Europe this focus shifts to fragrance, as it accounts for around half of all beauty sales here.
The Shiseido Group’s French subsidiary, Beauté Prestige International (BPI), sells designer fragrances created by fashion giants such as Issey Miyake and Narciso Rodriguez in an attempt to respond to the needs of the fragrances market, and the company says the sale of a fully-fledged fragrance from the global brand of ‘Shiseido’ has been long awaited.
Therefore, the beauty behemoth decided to launch a new European-based fragrance.