By  on July 18, 2008

Shiseido's newest fragrance taps the venerable company's heritage, with an aim to build its scent fortunes for the future.

While Shiseido's Beauté Prestige International handles most of the corporation's scent business — including designer licenses Issey Miyake, Jean Paul Gaultier and Narciso Rodriguez — Zen has been an integral part of Shiseido since 1964, said Heidi Manheimer, chief executive officer of Shiseido Cosmetics America. The decades-old original, a heavy floral, remains on sale, but the new introduction is lighter and "represents modern Japan," said Tomoko Yamagishi-Dressler, vice president of marketing for Shiseido Prestige Brands.

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