Sue Lewis, Asia Pacific Travel Retail & Export Director, Sisley, discusses with Kanishka Ramchandani the latest collection by the brand and its plan for the Indian market.
Within the sphere of travel and retail in the Asia Pacific, what kind of changes have you seen in the market so far?
Things are pretty much back to normal now, which is great news. I think the landscape has changed because obviously during the pandemic, for a long while, the only game in town was e-commerce. So, that changed many, many things. From a brand’s point of view, we had to accelerate our adoption of e-commerce in some markets.
The online and offline have to merge seamlessly. If you’re an online retailer, you need to have some kind of offline presence, even if it’s just a pop-up store or an experience store.
Similarly, brands that didn’t have an online presence, need to have one now.
Have you noticed any change in the consumer behaviour?
When people were able to travel again, there was a massive surge to spend. That’s now levelled off.
Make-up has had a massive boom. During the pandemic it was a difficult category but it has definitely made a comeback. People still bought fragrances during the lockdown. Because of the masks, they couldn’t wear much make-up, so they put on fragrance. Now you see them appreciating trusted brands.
Today, the customer is as discerning as ever. They are enjoying back being able to go into a shop and touch and feel and try things on.
What’s the latest range by Sisley about?
It’s called Les Eaux Rêvées, which means dreams. It launched globally in 2023, we are bringing it to India in 2024, as the registration process is a bit longer. We are very excited.
It’s the first time we’ve ever really had a collection. Prior to this, we have always had individual fragrances. But this is a collection of six, so it’s very exciting, as there’s something for everyone. And, of course, they’re unisex.
Which is your favourite?
Well, my favourite is Les Eaux Rêvées Elia. It’s always very personal, but I just love the scent. But the one that I think is the most interesting is the new one – L’Eau Rêvée d’Hubert. Hubert Donano was the founder of Sisley back in 1976, along with his wife, Isabel. He passed away a few years ago, and this is a tribute to him.
What challenges are you facing in the Indian market?
Well, it’s such an interesting time for the Indian market.
One of the big challenges, for a luxury brand, was always the opportunities for distribution. But that’s just changed completely in the last few years. So, you know, we’ve worked with Baccarose for many, many years. And we’ve been in Parcos and Parcos Lux with them.
The landscape is completely changing. The online market here is so dynamic, which is important for countries that are geographically big. You have some incredible retailers here, too.
Tell me about your relationship with Baccarose.
They’ve been our partner since we started. They have such a strong reputation in the market, and they’ve been extremely supportive partners. We’re delighted to be a part of their family.
