Global fragrance house Armaf is stepping up its focus on travel retail, leveraging its growing international presence and a pipeline of new launches to strengthen its position in the channel.
Present in more than 140 countries, the company claims that one Armaf fragrance is sold every second worldwide.
A key launch is Club De Nuit Intense Overdose, the latest addition to Armaf’s established Club De Nuit franchise. It combines pineapple, bergamot and tangerine top notes with oakmoss, vanilla flower and plum at the heart, underpinned by patchouli, amber and tonka bean base notes.
The launch is supported by The Timeless Heist, a global campaign starring Indian actor, producer and entrepreneur John Abraham, the newly appointed Global Brand Ambassador for the fragrance. The campaign is rolling out across Europe, the USA, Latin America, the Gulf Cooperation Council (GCC) and Southeast Asia.
Other innovations include Club De Nuit Elite, Odyssey Wheel, Odyssey Nexus and French Kiss.
Armaf believes travel retail can help it reach travellers when they are receptive to discovery and new experiences. The company is seeking to move beyond traditional purchase drivers such as price and brand recognition, with a stronger emphasis on craftsmanship, differentiation and storytelling.
Armaf Director Strategy & Business Development Evarist Rego commented, “We see a big opportunity for travel retail to reclaim its role as the place where consumers discover something first – and being a Dubai-born fragrance house confers many natural advantages.
“Dubai has already established a powerful global reputation across aviation, hospitality, architecture, retail and luxury experiences, and we believe fragrance can become part of that story.
“The GCC gives us authenticity and scale at home, while our presence in key international travel gateways allows us to amplify the Armaf story to a truly global audience. We want travellers to see Armaf and increasingly associate it with the confidence, modernity and energy of Dubai.
“For us, this is about much more than provenance. It is about establishing Dubai as a source of modern fragrance creativity and giving travellers products and experiences that become part of their journey. The GCC is where our story begins, and travel retail is how we take that story to the world.”
Armaf will showcase its latest launches with an immersive booth experience at the TFWA World Exhibition & Conference in Cannes (M30, Red Village). The brand will also be hosting a dedicated press event and cocktail reception. ✈
