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AnyMind Group empowers Noah Sato’s D2C perfume brand Shefar to launch 2nd fragrance

Sales will begin at 7:00 p.m. JST on 17 June 2022 on the official online store

AnyMind Group, an end-to-end commerce enablement company, has today announced that Japanese model and solo artist Noah Sato’s D2C perfume brand Shefar has launched a new fragrance called Liela. The product will be available in limited quantities on the Shefar official online store from 7:00 p.m. (Japan Standard Time) on 17 June 2022 (Friday).

In addition, a pop-up store will be activated at the Jingumae GALLERY store in Shibuya-ku, Tokyo, for three days from 10 June 2022 to 12 June 2022.

The latest product is inspired by a fictitious concept of Liela, a pleasant lady who wears a deep and noble vanilla and jasmine fragrance that will make suitors fall in love with her. She is elusive yet stirs the hearts of suitors.

On the launch of Liela, Sato said: “The concept of Shefar, a fragrance brand produced by me, is ‘that girl of your dreams’, and after our first product, Pipiel, we’re launching Liela. Liela is a lady who is not just sweet, but also good-natured. The deep and noble scent will surely make you fall in love with her or remind you of a girl who stirs up your heart and makes it throb with excitement. You can wear a scent like that girl and feel like her, or you can feel like she is the one you are chasing. We have another perfume that you will never forget!”

Liela Eau de Parfum product details

Price: ¥8,800 (tax included)
Contents (50ml volume): Ethanol, fragrance, ethylhexyl methoxysilicate, t-butyl methoxydibenzoylmethane, water, red 227, blue 1, yellow 4

The Liela eau de parfum starts with a soft and elegant jasmine scent, followed by a refreshing and gentle vanilla sent that is not too sweet. As it approaches the last note, the fragrance shifts to the scent of sandalwood.

Top note: Lily, jasmine
MIddle note: Vanilla, orris
Last note: White musk, amber, sandalwood

The perfume bottle consists of a round cap with a gradation from light purple to beige, which is reminiscent of dusk, and the glass bottle is stamped with gold foil. A large tulle ribbon around the neck of the bottle personifies the special presence of Liela, or “that girl.”

Trade name: Seifer Riera (Perfume)
Content: 50ml
Distributor: AnyMind Japan K.K. / 31F Roppongi Hills Mori Tower, 6-10-1 Roppongi, Minato-ku, Tokyo
Contact: 03-6384-5561
Manufactured and distributed by: B.R. Corporation / 3-17-1 Imazato, Ebina-shi, Kanagawa-ken
Made in Japan

Pop-up store details

The brand will also hold a pop-up store, which will have a pre-sale of the new product, and an installation inspired by the Liela fragrance. The store will also feature a display of photographs by Toshiaki Kitaoka, the photographer for this product’s launch. During the pop-up store, customers will also receive an invitation ticket to an online one-on-one conversation with Noah Sato, and customers who purchase the perfume on the last day of the event can also take a two-shot photo with Sato to commemorate the event.

Shefar is a perfume brand created by Noah Sato, inspired by the concept of “the girl of your dreams.” The brand was launched in October 2021, and sales of the first product exceeded 1,000 units in just one day. The brand has gained tremendous popularity among women in their late teens and 20s.

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