NEW YORK — The L’Eau d’Issey body care line is striving to shed its secondary role.
Since launching as an ancillary collection alongside Issey Miyake’s inaugural fragrance a decade ago, the body care line has evolved into a "highly developed" business on its own, accounting for 18 percent of total sales for the Miyake brand, said Maggie Ciafardini, executive vice president and general manager of Miyake’s fragrance licensee, Beauté Prestige International.
Now, the company is supplanting the original line with a totally new, technologically advanced body care assortment with a twist — a lighter "softer" version of L’Eau d’Issey. As a result of the re-launch, the fragrance and four body products are together seen grabbing a quarter of total sales for the Miyake brand. At least that’s the goal of executives.
The new line is set to debut in September. Though Ciafardini refused to talk numbers, 25 percent of the Miyake business would translate to first-year wholesale sales of approximately $7.5 million in the U.S.
The idea is "to make Issey Miyake more of a lifestyle fragrance," Ciafardini said, and "to provide the newest technology that Shiseido can bring." BPI is wholly owned by the Japan-based cosmetics giant, which is no stranger to enhancing product offerings — including, most recently, its Pureness skin care line — with new technologies.
"It wasn’t treatment before," Ciafardini said of the original L’Eau d’Issey body care line. "It was more of just a moisturizer, more about its scent than its properties."
The new assortment contains rice extracts that are rich in complex proteins, which are said to smooth and protect the skin, according to Carole Nicolas, vice president of marketing. Additionally, Ciafardini noted, products contain a substance called sodium hyaluronate, which has been found to mimic the role of a naturally occurring dermal moisturizer called bio-hyaluronic acid. "It reaches outside the fragrance arena and bridges into treatment," she said.
The night fragrance, which contains a 2 percent concentration of essential oils, is billed as part of a regimen also including warm blankets and herbal tea. "It’s an intimate and softer version of [L’Eau d’Issey]," said Nicolas. "It provides soothing and relaxing properties because the perfumer chose lotus flower as a key heart note and tuberose as a key base note."The scent, blended by Jacques Cavallier of Firmenich, also contains notes of rose, peony, carnation and heliotrope. The 3.3-oz. bottle is priced at $52. The rest of the line consists of a body lotion, $45 for 6.7 oz.; a body cream, $58 for 5.2 oz.; a shower gel, $40 for 6.7 oz.and a deodorant spray, $32 for 3.3 oz.
Brothers Erwan and Ronan Bouroullec, a Paris-based architectural design duo (aka Freres Bouroullec), created the line’s ethereal blue-and-white bottles — their first packaging project. The four original sku’s have a beige motif.
The new collection will arrive in Nordstrom on Sept. 7 for a one-month exclusive. The night fragrance will remain exclusive to Nordstrom until January, but the rest of the line will hit counters in BPI’s 700 specialty and department store doors in October. Following a two-week exclusive in September at Paris’ Galeries Lafayette, the collection will begin a worldwide rollout. By late-October, the brand’s 8,000-plus international doors in roughly 110 countries are expected to have the collection.
Between September and the holidays in the U.S., 3 million blow-ins will appear in Nordstrom catalogs. BPI will also conduct a cross-sampling campaign in which a 10-ml. packette of the new body lotion — seen as the eventual top-selling sku in the line — will be packaged with bottles of the original L’Eau d’Issey.
My character, Dinah Madani, is just the coolest, [most] badass woman imaginable," says @amberroserevah. The actress stars in @marvel's newest series on @netflix, @thepunisher. To prepare for her role, Revah sat down with Homeland agents to get a real sense of with Dinah's day-to-day life is really like. Read our full interview on WWD.com. #wwdeye (📷: @jilliansollazzo)
A scene from the 91st annual @macys Thanksgiving Day Parade. The parade, which boasts 50 million TV viewers and 3.5 million on-site spectators, is considered one of the largest and most watched parades in the world. (📷: Jason Szenes/EPA-REX)
The circus came to @bloomingdales 59th Street on Tuesday night and lit up Lexington Avenue with acrobatic dancers, death-defying knife throwing, sword swallowing and aerial acts with no net. The 45 minutes of theatrics built up to unveiling the holiday windows depicting @swarovski crystal-encrusted circus pieces and scenes from “The Greatest Showman” – songs from the soundtrack included. See the rest of the photos on WWD.com #wwdfashion (📷: Joshua Scott)
The psychedelic fashion that pervaded the ’60s is back with an exhibit at the @museumofcityny. “Mode New York: Fashion Takes a Trip” chronicles the changing styles from 1960 through 1973 and features designers such as @ysl, @oscardelarenta and more. The exhibition, which is on display through April 1, is organized into four periods: First Lady Fasion, Youthquake, New Bohemia and New Nonchalance. Pictured here is model Pat Bardonella during the Garvey Day Parade in 1968. (📷: @kwamebphoto) #wwdeye #wwdfashion
“People should be a lot more honest in expressing both the dark and light of themselves. We need to give each other the space to do that because it’s the only way we can grow and evolve,” says @noelwells of her new film “Mr. Roosevelt,” which is largely based on her own struggles. Unexpectedly leaving @nbcsnl in 2014 after just one season, Wells felt set back in her self-esteem and career trajectory. She quickly refocused her energy to more personal projects, which led to the completion of “Mr. Roosevelt.” Read the rest of WWD’s interview with the “Master of None” actress on WWD.com #wwdeye (📷: @jilliansollazzo)
@barbrastreisand is giving fans a chance to see her perform up close in a new concert series, which makes its debut on @Netflix today. From behind-the-scenes takes to her concert performance in Miami last December, the two-hour streaming special captures Streisand in her element. Pictured here is the singer/actress photographed for WWD in 1963. (📷: Palmieri Tony) #wwdeye #wwdarchive
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion (📷: Dominique Maître)
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)