issey miyake
Creator Overnight Stays:
Creator Creative workshops:
Creator Coverage Highlights:
Press Coverage Highlights:
Objective:
To celebrate 30 years of creativity of Issey Miyake Parfums and the 30th anniversary of the iconic l’Eau d’Issey fragrance.
To support NPD launches l’Eau d’Issey Eau&Magnolia, l’Eau d’Issey Eau&Peony, l’Eau d’Issey Pour Homme Eau&Cedre, l’Eau d’Issey Pour Homme Eau&Vetiver & A Drop Eau Fraiche.
To drive extensive storytelling on the brand, championing sustainability, design and innovation in an authentic way.
To drive e-retail sales on new and core collections.
How this was achieved:
Hosting a select few key UK creators for an overnight stay at the ‘Issey Miyake Suite’ , immersing them in the world of Issey Miyake Parfums.
Engaging virtual and in person creative workshops attended by press, creators and retailers
Facilitating press nterviews with Industry experts Master Perfumers Ane Ayo and Daphne Bugey
Strategic IG & Tiktok campaigns with creators
Via wider reach seeding, creative mailers and eblasts as part of an always on approach
Results:
Delivering extensive growth YoY: 2022 MMI Rankings for the fragrance category - Issey Miyake Parfums (#25)
Brand and market firsts, including hosting the first overnight stay experience for creators, the first in person and virtual creative workshops for creators, plus the first tiktok campaign. All championed as best in class examples