At the TFWA World Exhibition & Conference in Cannes, Armaf announced several new fragrance launches as part of its ongoing global expansion in travel retail. Evarist Rego, Director of Strategy and Business Development at Sterling Perfumes, indicated that the brand is now available in 140 countries and sees significant growth potential ahead.
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Among the new products is Club de Nuit Intense Overdose, developed in collaboration with Indian actor John Abraham. This fragrance is an updated version of the popular Club de Nuit Intense Man, which reportedly sells at a rate of one bottle every second worldwide. Rego described the new fragrance as having a modern, gourmand twist aimed at appealing to younger consumers.
Additionally, Club de Nuit Elite is set to launch after a soft introduction. This fragrance, characterized by vetiver, is designed to be unisex.
Armaf is also expanding its SHK collection, collaborating with Dubai-based actor and influencer Saud Al-Kaabi. The new fragrances SHK 5 and SHK 6 will be available in November, with SHK 5 featuring tuberose and offered in various sizes including a 30ml travel set.
Rego elaborated that the SHK concept is inspired by Dubai’s multicultural society and Al-Kaabi’s travels, aiming to unite diverse cultures through fragrance.
Since entering travel retail three years ago, Armaf has focused on creating exclusive products for travelers rather than simply offering their domestic lines at airports. The brand is developing unique items, like refillable versions of its popular scents, travel pouches, miniatures, and specialized hand creams for travel retail.
Rego emphasized that exclusivity will be a key aspect of Armaf's strategy as it enhances its presence in airports, stating, "We’re experimenting and showcasing different formats," which have proven successful in the travel retail sector.