Sterling Perfumes has introduced its fun take on fragrances at the TFWA World Exhibition, featuring exclusive launches and line extensions.
The star product launch is Island Breeze, the latest addition to the UAE-based fragrance specialist’s flagship ARMAF brand.
Island Breeze takes inspiration from summer vibes and a welcome island breeze, with notes of Pink Peach, Rose, Vanilla and Floral Musk.
ARMAF is known for its sleek packaging and commitment to accessible luxury, and this new fragrance is presented in a striking bottle with details of a chic milkshake garnished with a cherry. The fragrance was revealed officially on 29 September.
Island Breeze’s debut follows last year’s successful launch – also at the TFWA fair – of ARMAF Delights’ Yum Yum and Island Bliss fragrances for women.
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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.”
Another first for Sterling (outside the US market) is the new Odyssey line-up which includes popular gourmand trendsetters – Marshmallow, Black Forest, Toffee Coffee, Ba Ha Mas and Go Mango.
Influencer engagement
Sterling is expecting significant KOL engagement in its new on-stand Creator’s Lounge with a number of Master Perfumer sessions planned from Arturetto Landi, among others.
Hamidi, with its ornamental oil collections and innovative non-alcoholic fragrance range, is featured on the exhibition stand, along with Risala, which offers a modern take on haute parfumerie with its playful, sharp twists on novel fragrance concepts. Other brands such as Just Jack, Jenny Glow, Flavia and Artistic Perfumery are on display in Cannes.
Sterling Perfumes Managing Director Hamza Fakhruddin said: “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.”
He noted the strength of Sterling’s business in the Middle East and Asian markets. “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."
