1. L’EAU D’ISSEY FLORALE CASE STUDY
1. Read Strydom et al, 2009.Distribution Management,pp30; 60; 14-19; 149-
152; 186
2. Read the case study and do some additional research on the product
L’EAU D’ISSEY FLORALE
To be where one is not expected to be, that is the philosophy of Issey Miyake.
In 1992, when he created his first fragrance, L’Eaud’Issey, he took the world by
surprise with,the purity and clarity of his approach.
By using water as a central component of his creation, he sparked amazement at a
time when the major heady, oriental fragrances had taken centre stage.
Breaking with the trends of the time, L’Eaud’Issey became a leading classic in the
world of perfumery.
Surprising yesterday.
Obvious today.
What Issey Miyake offered in 1992 was nothing more than a new vision of femininity.
An unassuming femininity, essential and pure, far from imposed standards.
Issey Miyake – a tireless, inventive researcher with a consistent way of timelessly
moving forward, irrespective of trends – invites us to take a fresh look at
L’Eaud’Issey by reinterpreting two major style codes of femininity: the rose and the
colour pink. A stylistic composition that, under the demanding, watchful eye of Issey
Miyake, is delivered in the form of an inspired, original creation.

2. THE FRAGRANCE OF AN EXPOSED FLOWER
A dissident among so many other floral fragrances with deliberately gourmand,
regressive notes, L’Eaud’IsseyFlorale opens up with a breath of rose. A budding
rose*, in the magic of its blooming.
It is vivacious, limpid and luminous, featuring a simple signature.
Its simplicity is its elegance. Yet this apparent simplicity is actually based on a highly
architectural, elaborate structure, like all Issey Miyake creations.
In search of the scent of pure emotion, Alberto Morillas reinterprets the
quintessential symbol of femininity. He reinvents the original fragrance of the rose, a
budding rose.
To reveal the flower in all of its truth and simplicity, he captures its essence even
before it is fully revealed. Transparent and bared, the true nature of the rose is
unveiled, the purest, most feminine and most modern that exists – a delicate rose
bud.
A new floral alchemy is born from its encounter with yellow ginger lily, a note at once
fresh and textured, chosen for its luminous orange blossom accents.
Play on contrasts. The softness of this very floral heart is enhanced by the
sparkling,crystalline notes of mandarin orange and unveiled by the depth of white
woods.
L’Eaud’IsseyFlorale, the unassuming emotion of natural elements that have been
exposed, refined and beautified by a human hand.
L’Eaud’IsseyFlorale uses the Firnat extraction method The Firnat rose bud
- Olfactory family: Flora
- Description: Floral, rosy; transparent freshness reminiscent of a dew drop, evoking
a budding rose.
- Extraction method:
This natural raw ingredient is obtained using a new extraction method that makes it
possible to fully retain the delicacy of this subtle floral note.
- The FirNat ingredients were developed through Firmenich research:
An innovative and exclusive co-treatment extraction method, performed in
collaboration with the perfumers.
This unprecedented method makes it possible to optimally preserve the flower’s
most noble olfactory characteristics. It enhances the unique fragrance of this
species, which sets itself apart with exceptionally natural, smooth and rich qualities.
A TIMELESS ICON
“Some think design is defined by the beauty of what is useful, but I want to
incorporate feelings and emotion.” Issey Miyake
Because it embodies purity, balance and simplicity to an almost magical degree,
l’Eaud’IsseyFlorale comes in the emblematic bottle of its origins – a luxurious glass
cone featuring architectural lines approaching perfection. Easily recognisable,
designed to transcend time and trends; beautiful and useful. As Issey Miyake
summed up, “Design is not philosophy, it’s for life…”

3. With L’Eaud’IsseyFlorale, he offers a new take on this simple, unpretentious bottle,
consistently striving toward eternal perfection, between simplicity and poetry.
Exuding softness and femininity, the translucent glass is glazed over with pale pink
light. Its subtle echo is prolonged in the metallic radiance of the cap where, like a
final touch of elegance, the legendary glass drop is reflected.
The box, with its architectural yet subtle shape, also features metallic pink, bringing
perfect harmony, timeless luxury, and instant emotion.
PURE EMOTION
Far from stylistic devices and icons, l’EauFlorale is portrayed so as to reflect the
simplicity of the flower and the fragrance.
Under the gaze of Daniel Jouanneau and Mathieu Trautmann, the floral accord
expresses the essence of its purity and its truth.
By a human hand, nature is reinterpreted.
As if in a moment suspended in time, wood bark, yellow ginger lily and a budding
rose are placed in fragile equilibrium, in the aura of their pure beauty.
The architecture is limpid, delicate.
The luxury is refined, unassuming.
The emotion is intact.
L’EAU D’ISSEY FLORALE – ISSEY MIYAKE
Eau de Toilette 50 ml R 695-00
Eau de Toilette 90ml R 965-00
Eau de Toilette 25ml R 465-00– Limited Edition for the launch
On counter : 1 March 2011 , available at Edgars, Red Square, Truworths,
Woolworths, Foschini, Stuttafords and selected pharmacy.