Shiseido Travel Retail expands fragrance portfolio with Tory Burch Beauty
The Tory Burch launch collection in global travel retail, Tory Burch Essence of Dreams
Shiseido Travel Retail has announced the introduction of Tory Burch Beauty in global travel retail – a strategic move to seize the growth opportunity in fragrances, one of the fastest growing categories in global premium beauty. The debut of Tory Burch fragrances is set to accelerate the strong sales performance of Shiseido’s fragrance business, particularly in travel retail in Europe, Middle East and Africa.
Tory Burch fragrances launched at Dubai International Airport in November, followed by Hamad International Airport, Doha, in December. The launches in travel retail Middle East & Africa build on strong brand awareness in the domestic markets and seek to advocate trials and conversions among global travelers. The Middle East fragrances market has reached approximately US$3.76 billion in 2023 and is expected to grow at a CAGR of 7.5% between 2024 and 2032, reaching about $7.21 billion by 2032.
Shiseido Travel Retail Vice President Travel Retail West, Vincent Baland, said, “It is a pleasure to introduce Tory Burch Beauty to our fragrance portfolio at Shiseido Travel Retail. The dynamic prestige fragrance market is a key driver of our business in travel retail West, and Tory Burch adds to the strong performance of our fragrances in travel retail. Tory Burch Beauty is more than a new fragrance collection for travelers; the brand offers a meaningful experience rooted in female empowerment that appeals to diverse audiences around the world – from its home in New York to the cultural oases of the Middle East. We thank our launch retail partners at Dubai Duty Free and Qatar Duty Free and look forward to inspiring travelers with the essence of Tory Burch Beauty in new strategic travel retail locations around the world.”
Tory Burch display at Qatar Duty Free
The essence of empowerment
Tory Burch is an American luxury lifestyle brand inspired by the personal style of its Executive Chairman and Chief Creative Officer, Tory Burch. Founded in New York City in 2004, Tory Burch is anchored in the relaxed elegance of American sportswear, known for its craftsmanship and quality. Collections include ready-to-wear, handbags, footwear, accessories, jewelry, home, and beauty.
Tory Burch has redefined American luxury with a global view and a core commitment to empowering women. This is Tory’s guiding principle, expressed through her collections and her work at the Tory Burch Foundation. Established in 2009, the Foundation provides women entrepreneurs in the United States with capital, education, and community.
Tory Burch
Fragrances for the global traveler
According to the team, "Tory Burch Essence of Dreams inspires us to imagine a brighter future." The launch collection includes five scents designed to inspire wearers to pursue their dreams. Each blend of botanicals and essential oils embodies a unique dream – Electric Sky and freedom; Mystic Geranium and joy; Divine Moon and peace; Cosmic Wood and magic; Sublime Rose and love. "Wearers of the fragrance are encouraged to personalize their scents by mixing, layering, and infusing the scents with their own dreams."
The launch also features the luxurious Tory Burch Essence of Dreams Exclusive—an ode to the beauty and thrill of dreaming bigger and going bolder. First introduced in February 2024, these scents are inspired by unique Middle Eastern ingredients and blends – featuring floral and botanical notes revitalized by oud, vetiver, citrus and wood. The range reflects the rich heritage, culture, and energy of the region – long admired by Tory – while offering a fresh perspective on fragrance creation.
Each fragrance celebrates distinct emotions and is a tribute to the cultural significance of these ingredients, inviting wearers to embrace their dreams through the essence of Middle Eastern perfume artistry.
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