To strengthen Shiseido presence in the fragrance market, it established Beauté Prestige International (BPI S.A.) to develop and market products designed by world class fashion designers. In 1992, the company launched L'EAU D'ISSEY by famed designer Issey Miyake, followed by Jean-Paul Gaultier in 1993. As an addition to the Issey line, in 1998 LE FEU D'ISSEY was marketed. Men's fragrances of both lines have also been successfully introduced.

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