FRANCE. UAE fragrance company Sterling Perfumes is set to present its latest product innovations and range extensions at TFWA World Exhibition (Red Village, M30) in Cannes.
This year, Sterling Perfumes will showcase its collections in Cannes on its first experimental stand.
Among the key highlights is the debut of Island Breeze, part of the Armaf flagship range.
Evoking the essence of summer, Island Breeze combines pink peach, rose, vanilla and floral musk notes, housed in a striking bottle designed to resemble a milkshake topped with a cherry. It will be officially unveiled on 29 September.
The launch builds on the successful debut of Armaf Delights’ Yum Yum and Island Bliss fragrances for women at last year’s Cannes show.
Sterling Group Chairman and CEO Dr Ali Asgar Fakhruddin said: “After a phenomenal response to our product launches in 2024, we now have Island Breeze ready to take on the world. This exciting new fragrance underscores Armaf’s place in the international fragrance scene.”
Also making its Sterling debut (outside the USA) is the Odyssey line-up, featuring popular gourmand scents – Marshmallow, Black Forest, Toffee Coffee, Ba Ha Mas and Go Mango.
Sterling plans to engage KOLs at its on-stand Creator’s Lounge, featuring sessions with Master Perfumers such as Arturetto Landi.
Other fragrances joining the Cannes line-up are Hamidi with its ornamental oils and non-alcoholic fragrances, Risala with modern haute parfumerie twists, and brands including Just Jack, Jenny Glow, Flavia and Artistic Perfumery.
Sterling Perfumes will also spotlight more niche fragrance brands and product lines.
Dr Fakhruddin said, “With TFWA World Exhibition well established as the leading showcase and meeting place for the world of fragrance in the duty-free and travel retail sectors, we look forward to revealing our new products and sharing our strategy for the future.”
Sterling Perfumes Managing Director Hamza Fakhruddin added, “Sterling continues to live up to its name, ‘shining’ and standing out in the fragrance sector through its ability to offer accessible luxury whilst combining heritage with innovation.
“Our new experiential stand is a milestone for Sterling. The Creator’s Lounge and Master Perfumer sessions will bring visitors closer to the art of fragrance-making, creating moments of discovery and interaction that reflect our brand philosophy.
“It’s not just about seeing the products – it’s about experiencing the creativity and passion behind them.”
Hamza Fakhruddin also noted the strength of Sterling’s business in the Middle East and Asian markets. He said, “Sterling has expanded its presence in multiple locations across Abu Dhabi, Dubai, Bahrain, Egypt, Saudi Arabia, Singapore and India with a wide variety of brand penetrations.
“We are seeing great interest from multiple operators who recognise our agility and our trend-setting capabilities. Importantly, we are always open to doing something fun and new.” ✈
