The Estée Lauder Companies has unveiled Intuition by Aramis, the latest addition to men’s fragrance Aramis, with former basketball great Dwyane Wade lending star power to the campaign.
Featuring a woody, green neo-fougère profile, Intuition by Aramis is set for release in August at key global retailers, priced at US$95/50ml and US$130/100ml.
Since its 1963 debut as America’s first prestige men’s fragrance, Aramis has remained at the forefront of the men’s grooming category.
Its latest creation builds on this 60-year heritage, reflecting a refreshed vision of masculinity, defined by “EQ as well as IQ; sensitivity as well as strength; purpose as well as power.”
Exemplifying these qualities, the brand celebrates Wade’s transformation from a remarkable sports career to his current roles as a producer, advocate, philanthropist and entrepreneur.
Wade said: “I’m excited to join the Aramis family as a Global Ambassador and launch Intuition by Aramis this summer. Aramis is a brand that aligns with my values, and Intuition reflects modern masculinity and confidence.
“Fragrance is all about how you present yourself to the world. Your scent is part of your vibe, and my new fragrance truly levels up your scent-game.”
Estée Lauder & Aramis Global Brand President Justin Boxford added: “We couldn’t be more excited to be announcing Intuition by Aramis with the incomparable Dwyane Wade. From family to fashion to philanthropy, Dwyane is a visionary and a changemaker who is the epitome of modern masculinity.
“Through the reimagination of Aramis and the collaboration with Dwyane, we are able to honour the brand’s incredible heritage while tapping into new consumers in the rapidly growing men’s fragrance market.”
Wade’s debut Intuition campaign will roll out across TV, print, digital platforms, in-store activations and OOH. ✈
