PARIS — Issey Miyake will enter the nighttime fragrance category for men with Nuit d’Issey, due out globally in September.
“For most [perfume brands], night is synonymous with seduction, glamour, [celebrity faces] and nightclubs, but for the Miyake brand it’s not really the values we express,” said Agnès Satin, international marketing director of Parfums Issey Miyake, part of Shiseido’s Beauté Prestige International division. “On the contrary, for Issey Miyake night is synonymous with new pure emotions, new experiences — and especially nature.”
In keeping with this, artist Ryan Hopkinson created the scent’s advertising whose film version — destined primarily for television — starts with a mysterious, mountainous landscape over which the moon arcs. The spot includes an aerial shot of a man walking, a view of a star-speckled sky that swirls in a vortex, the man under rain and diving in water full of moon rays.
The print version features a moon-dappled Nuit d’Issey bottle.
“The principal source of inspiration for Issey Miyake for fragrance is nature, because nature is life,” continued Satin. “We are [presenting] night according to Issey Miyake.”
She described this as “majestic,” “strong,” “reinvigorating,” “resourcing” and a way to bring a sense of sophistication and mystery.
International Flavors & Fragrances perfumers Dominique Ropion and Loc Dong were tasked to explore nature at nighttime and came up with a spicy, woody, leathery creation.
“The format is very simple but complete, with power and strength,” said Dong, who added that each ingredient was selected for a particular reason.
The idea was to add light to night, continued Ropion.
The scent’s top has citrus accords, while further down are notes including bergamot, grapefruit, spices, black pepper, vetiver, black woods, patchouli, incense, tonka bean and leather.
Nuit d’Issey’s bottle takes the form of the previous Miyake men’s fragrance flacons and also has brushed black lacquer meant to give the effect of moonlight reflected on water.
“Each bottle is unique,” said Satin.
The eau de toilette will come in 75- and 125-ml. bottles, which in France are priced at 56 euros and 80 euros, or $74.30 and $106.10 at current exchange, respectively. The 75-g. stick deodorant is 27 euros, or $35.80.
BPI executives would not discuss sales projections, but industry sources estimate Nuit d’Issey will generate $45 million in first-year retail sales globally.
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