The Luxasia Group launched its new Issey Miyake ‘Pleats Please’ perfume at selected office lift lobbies on Focus Media’s network till 18 October 2012, their first-ever collaboration of cleverly-concentualised screenwraps within lift lobbies.
Targeting the woman executive who embraces femininity, floral freshness and full of life, the campaign ingeniously integrated creative static banners of the new fragrance to create awareness of the launch with a sampling compartment consisting of a full retail sized 100ml Eau de Toilette and blotter sheets; encouraging women executives working at the installed buildings to try the new fragrance.
This campaign is complemented by Luxasia’s traditional modes of promotion, which include retail promotions at Issey Miyake counters at major departmental stores, roadshow booths, large format billboard displays and direct mailers.
New Issey Miyake’s ‘Pleats Please’ fragrance, “the perfume that moves you”, is named after the signature fashion collection of pleated materials and bright colours that follow movements of the body which was first introduced in 1993. Taking on a joyful, optimistic and exuberant note, this new fragrance, Pleats Please, returns to its fashion inspiration, pop culture and Japanese tradition of the house.