Opinion: Shiseido’s Vincent Baland on seizing the fragrance opportunity in travel retail

Introduction: In this opinion piece, Shiseido Travel Retail Vice President Travel Retail West Vincent Baland explores how the company is redefining the sector by leveraging innovative launches, locally inspired scents and responsible luxury.

From avant-première debuts like ISSEY MIYAKE’s Le Sel d’Issey to regionally tailored offerings such as Tory Burch Essence of Dreams, Shiseido is prioritising creativity and consumer-centricity to leverage the fragrance opportunity. Additionally, the company’s push towards sustainable formulations and eco-conscious packaging underscores its commitment to meeting the expectations of today’s environmentally aware travellers.

As travel retail continues to evolve, Baland emphasises that success lies in delivering memorable, engaging and meaningful fragrance experiences – ones that not only appeal to consumers’ senses but also align with their values.

Fragrance is not just one of beauty’s bright spots; it has become a defining element of the travel retail experience for today’s diverse global travellers. With its unique ability to elevate mood and create lasting memories, fragrance mirrors the transformative power of travel itself. The market reflects this growing relevance – by 2025, the worldwide fragrance market is projected to generate US$62.11 billion, with a 3.31% CAGR through 2030 (Statista Market Forecast).

At Shiseido, we recognise that today’s travellers expect more than just a product; they seek offerings that align with their personal preferences, cultural influences and sustainable values. To maintain momentum, we have adapted our strategy to meet these evolving needs – leveraging exclusivity, personalisation and innovation to create meaningful fragrance experiences in travel retail.

Here are the three key takeaways shaping our approach:

Creating unique value through exclusivity and innovation

Innovation remains the lifeblood of the fragrance industry and Shiseido. Travel retail shines bright when it delivers truly exclusive and world-first innovations for travellers – this is where unique value is created. This could be through product, experience, or ideally, both.

A stand-out example is the avant-première launch of ISSEY MIYAKE Le Sel d’Issey. Shiseido Travel Retail spearheaded its global debut last summer, offering travellers exclusive access to this new masculine pillar. We amplified the launch across Europe and the Americas with a dynamic animation campaign inspired by Cymatics – the study of making sound visible. The response has been overwhelmingly positive, with travellers praising not only the scent but also its sustainable credentials and engaging activations.

In the same spirit, the new ISSEY MIYAKE L’Eau d’Issey Eau de Parfum Intense and L’Eau d’Issey POUR HOMME Eau de Parfum take inspiration from the ocean, blending fresh aquatic and woody notes to capture its energy and depth.

Creating ‘Scents of Place’

The sense of place trend has gained momentum across travel retail categories and regions. In the fragrance sector, we have leaned into ‘local’ through the unveiling of Tory Burch in the channel during the 2024 festive season.

Our collaboration with Dubai Duty Free and Qatar Duty Free aimed to build on Tory Burch’s strong brand awareness in the Middle East and capitalise on the region’s deep cultural appreciation for scents.

The travel retail debut for the fragrance brand featured Tory Burch Essence of Dreams, a range of five scents designed to inspire wearers to pursue their dreams; and Tory Burch Essence of Dreams Exclusive, a luxurious collection inspired by unique Middle Eastern ingredients and blends.

Listening to our travellers: Personalisation and sustainability

To create meaningful connections and offer unique value to our travellers, personalisation remains a key focus. Fragrances are powerful tools for self-expression, and our recent narciso rodriguez and Tory Burch launches empower travellers to craft their unique olfactory identity through fragrance layering.

As travellers become increasingly environmentally conscious, we are committed to prioritising responsible practices across sourcing, packaging and formulations. However, this  is only the beginning – there is still much to be done.

New to the portfolio, narciso rodriguez for her Eau de Parfum Intense enriches the franchise with a more powerful scent profile, tapping into the demand for intense fragrances. In addition to its olfactory innovation, the fragrance is packaged in a 100% recyclable outer box made from FSC-certified paper, and the bottle has been redesigned without internal lacquering to improve recyclability.

This aligns with the rising demand for responsible luxury. Launched back in 2023, narciso rodriguez all of me also features a vegan formula with 88% natural-origin ingredients, further underscoring the brand’s unwavering commitment to sustainability.

ISSEY MIYAKE’s Le Sel d’Issey pushes sustainability even further. The fragrance is housed in a bottle made from 20% recycled glass, while its FSC-certified outer packaging incorporates 10% upcycled seaweed, reducing waste and reinforcing the brand’s connection to nature. The vegan formula comprises 95% natural-origin ingredients, all sustainably sourced to minimise environmental impact.

Future of fragrance: Redefining the travel experience

The fragrance opportunity is unfolding, shaped by the changing expectations of today’s travellers. With a deep understanding of consumer desires, we are not just keeping pace. We are shaping the future of prestige fragrance – where scent is more personalised, experiential and seamlessly woven into the modern traveller’s lifestyle.

At Shiseido, we are nurturing the sustainable growth of our key fragrance brands. narciso rodriguez and ISSEY MIYAKE continue to lead the way as we push the boundaries of innovation and differentiation.

We will be launching exciting new releases from these niche and emerging fragrance houses in 2025. Stay tuned for the latest from Tory Burch, and the highly anticipated launch from Zadig&Voltaire, our contemporary-art-inspired prestige brand.

At Shiseido, the fusion of art and science is at the core of our Japanese DNA, driving our commitment to Dynamic Harmony – where contrasting and complementary forces come together to create a new culture of beauty. Through this philosophy, our perfumers do not just craft scents; they design immersive olfactory experiences that redefine how travellers connect with the world around them.

Travel retail is a powerful stage for these encounters, where fragrance goes beyond the bottle to become an essential part of the journey. Some of the most unforgettable travel experiences are defined by scent. A fragrance encountered in a new city can transport the senses, capture the essence of the moment and make it even more vivid. This is the power of fragrance – rooting memories in emotions and turning fleeting encounters into lasting impressions.

We remind ourselves each day that fragrance is more than a product – it’s a key to establishing lasting connections. By deepening our dialogue with travellers and continuously innovating, we are confident that fragrance remains a vital part of the travel experience.

Here’s to creating lasting memories that stay with us long after our journey.