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PARIS — More than 40 years after the launch of its first Zen fragrance, Shiseido will introduce Shiseido Zen for women this fall in Europe.
The scent is the latest installment in its Zen series, which includes Zen Eau de Parfum Aromatique, which came out in 2000.
Company executives say the Shiseido Zen project is a modern take on tradition.
The floral, fresh woody, amber fragrance was created by Robertet’s perfumer Michel Almairac. Its top notes include grapefruit, bergamot, peach, pineapple and blue rose; mid notes include freesia, gardenia, red apple, violet, lily of the valley, hyacinth, rose from China and lotus flower, while base notes include patchouli, cedar, musk, white musk, amber, incense and marine plant. The notes of rose from China and lotus flower are used for their traditional calming properties, according to the company.
The “blue rose” springs from the marriage of a rose and violet, according to Almairac, who explained, “It has a very particular odor — a lemony note.”
Shiseido Zen comes in a streamlined, square-shaped, gold-color-tinged bottle, by Taisuke Kikuchi, whose design was inspired by a golden Japanese teahouse — traditionally the place for ultimate hospitality.
Print advertising for Shiseido Zen, in single and double pages, was shot by Jean-Paul Goude. It pictures a woman morphing out of a wafting golden ribbon. For the image, he took a cue from a film made by Kenji Mizoguchi.
Although company executives would not discuss sales projections, industry sources estimate Shiseido Zen will generate $27 million in first-year retail revenues.
Shiseido Zen will be launched exclusively in a handful of French department stores starting on Sept. 3. The rest of Europe will get the scent beginning in mid-October.
The lineup is to include a 100-ml. eau de parfum spray for 88 euros, or $120.30 at current exchange; a 50-ml. eau de parfum spray for 60 euros, or $82, and a 30-ml. eau de parfum spray for 40 euros, or $54.70. Prices are for Europe.
This story first appeared in the August 3, 2007 issue of WWD. Subscribe Today.