After many years, Issey Miyake has introduced a new fragrance.

Launch of Issey Miyake Le Sel D'Issey

After many years, Issey Miyake has introduced a new fragrance, Issey Miyake Le Sel D’Issey, a celebration of the essence of Salt, Nature, and Light.

“Nature is the essential source of my inspiration.” - ISSEY MIYAKE

OBJECTIVES

Increase Brand Awareness
- Increase brand recognition by 30% among the target audience within the first six months of launch.
- Achieve media coverage in top lifestyle and beauty publications, online and social media influencers in Australia.
Educate the Target Market
- Provide clear and engaging information about the fragrance notes, inspiration, and benefits through various channels.
Engage and Build Relationships
- Increase social media interactions by 50% vs the previous launch over six months through targeted campaigns, storytelling, and user-generated content.
- Develop partnerships with local influencers and beauty experts to create authentic content and testimonials that resonate with the Australian audience.
Position the Fragrance as a Lifestyle Choice
- Showcase the fragrance as part of a desirable lifestyle that align with Australian values.
- Create lifestyle-oriented content that connects the fragrance to specific occasions.

SOCIAL MEDIA

COVERAGE

Earned Media Value target aud $400k
Aug – dec 2024 emv results* aud $1.09 Million
273% of Target achieved
Total reach to date 31.6 Million
ROI to date 5.6

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