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Marketing in Brief: Shiseido Vocalise

This article was originally published in The Rose Sheet

Executive Summary

Shiseido Vocalise: Women's scent carries a "symphony of notes [that] revolve around a core linear scent," rather than the top, middle and base notes progression of traditional scents, according to Shiseido. Developed by Jacques Cavallier, who also created the Jean Paul Gaultier and L'eau d'Issey scents, the juice for Vocalise captures white orchid from the mountainous regions of Central and South America as the core fragrance, Shiseido claims. The scent also has a fresh oriental accord derived from peach, fresh vanilla, musk and hinoki (Japanese cypress), combined with fruity notes of cassis, yuzu, pepper, rose, neroli and lily. The eight-product fragrance line is available exclusively at Saks Fifth Avenue in New York City and includes a 15 mL parfum for $145, 50 mL and 100 mL edp sprays for $58 and $95, an edp atomizer for $145, and 50 mL and 100 mL edp pours for $53 and $90. Ancillary products include a 200 mL lotion for $48, a 75 g pressed powder for $52, a 200 mL bath and shower gel for $38 and a perfumed soap with dish for $24...
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