Evarist Rego, Director – Strategy & Business Development at ARMAF.

ARMAF will introduce its dedicated travel retail collection at this year’s TFWA World Exhibition & Conference, as the fragrance brand looks to build its presence in the channel.

Exhibiting at M30 in the Red Village, ARMAF will showcase a selection of new and established fragrances, including Club De Nuit Intense Overdose, Club De Nuit Elite, Odyssey Wheel, Odyssey Nexus and French Kiss.

The Dubai-born brand is currently present in more than 140 countries and says one ARMAF fragrance is sold every second worldwide. Its Cannes stand will feature an immersive experience designed to introduce retailers, distributors and media to its wider fragrance portfolio.

Among the key launches will be Club De Nuit Intense Overdose, the latest addition to the Club De Nuit franchise. The fragrance features top notes of pineapple, bergamot and tangerine, followed by oakmoss, vanilla flower and plum and a base of patchouli, amber and tonka bean.

The launch is supported by a global campaign starring Indian actor, producer and entrepreneur John Abraham, who has been appointed Global Brand Ambassador for the fragrance. Entitled The Timeless Heist, the campaign is rolling out across Europe, the US, Latin America, the GCC and Southeast Asia.

ARMAF will also use its presence in Cannes to outline its wider approach to travel retail, with a focus on fragrance discovery, destination, memory, identity and self-expression. The company plans to work with retail partners on assortments and activations tailored to individual markets as it builds on its existing presence in the Middle East and Asia.

“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,” said Evarist Rego, Director – Strategy & Business Development at ARMAF.

“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.

 Indian actor, producer and entrepreneur John Abraham has been appointed Global Brand Ambassador for ARMAF’s new Club De Nuit Intense fragrance.

“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.”

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