Boadicea launch in Japan - a 2022 highlight

Japan isn’t a place one thinks of when it comes to the fragrance industry, however, times are changing.

A country once known for preferring softer more subtle scents is shifting and the fragrance industry here has so much potential to flourish.

Luxury goods in Japan are a main area of investment and of course, this mainly refers to fashion, however, luxury fragrances are now falling into that category. As owning any fragrance is a personal luxury and Boadicea the Victorious provides exceptional fragrances with British heritage and craftsmanship.

In comparison to skincare and cosmetics, fragrances seem to be the area with the most growth potential. With Japanese brands such as Kenzo, Shiseido, and Issey Miyake reigning supreme in the global industry, it’s no surprise that interest in the luxury fragrance industry is gaining momentum.

Partnering with Shigeki Yonebayashi we were able to visit Japan and discovered an unprecedented amount of interest in our beautiful brand.

Up first we held a pop-up in Hankyu, Osaka, on the 12th of October, this coincided with the ‘British Fayre’. In which people travel from all over Japan to sample British products. People queued for over an hour and a half to purchase scones, so this tied in well with our heritage, which we treasure so much for our pop-up space in the Beauty Hall.

Then, for the first time ever our fragrances were showcased in-store in Japan. We had a private space for one-to-one consultations in which clients were eager to hear all about our history and fragrances.

Envious and Heroine reigned supreme in popularity at our pop-up due to the floral notes of Jasmine and Rose. Britannia was also highly acclaimed; however, it was our discovery sets and reed diffusers who stole the show.

With the creation of two discovery sets, exclusive to Japan, new customers are able to experience Glorious, Energizer, Empire, and Envious in the first set and Consort, Vetiver Imperial, Back to Paradise, and Valiant in the prestigious set.

Up next was Tokyo for our Salon de Parfums event at Isetan. The showcase runs for 6 days each year and we were able to feature our perfumes to press, influencers and VIPs. Isetan was celebrating 10 years of the exhibition, so our focus was on Decade, a fragrance we launched to celebrate 10 years of Boadicea. Fresh, fizzy, and floral with a beautiful heart of Rose de Mai which was perfect for Isetan clients.

The next day we held a presentation and introduced 20 Isetan VIP guests to our most expensive and luxurious fragrance, Sovereign. A pure perfume that bewitches and beguiles thanks to a rare Saudi Arabian Taif Rose combined with a stunning shield and cap that are emblazoned with 6 diamonds.

Bodacious was a fragrance that customers completely fell in love with thanks to a blend of Cherry and Cognac notes – a combination that is captivating to us all with the current fascination of gourmand fragrances.

After such a successful first trip, we are excited for 2023 and further development in Japan!