5S fragrance
This article was originally published in The Rose Sheet
Executive Summary
Shiseido skin care and makeup business will launch Metasense women's fragrance in 45 U.S. doors in October, followed by an international roll out. The scent, designed by Ann Gottlieb, encompasses five notes to evoke 5S properties: energizing (fresh breeze); refreshing (peachy citrus); nurturing (floral violet and muguet), calming (Oriental sandalwood) and adoring (musk and amber). Fragrance is packaged in geometric, translucent pink plastic container conceived by industrial designer Karim Rashid. A 2.5 oz. bottle will retail for $40; ancillaries will be introduced within the year, firm said. Metasense will be supported by brand's first full marketing push, including national print ads featuring product shots of the bottle floating in air. Sampling at-counter also is planned