House of Armaf SHK I & II made their GTR debut at the TFWA Asia Pacific Exhibition.

UAE-based fragrance specialist Sterling Perfumes has introduced a selection of new scents from its flagship House of Armaf brand, at this week’s TFWA Asia Pacific Exhibition (Basement 2, E26).

Sterling Perfumes made its travel retail debut in 2022, introducing brands such as Armaf, Risala, Flavia, Jenny Glow and Just Jack.

Spanning the men’s, women’s and unisex categories, the House of Armaf offers a range of scent profiles, ranging from woody-spicy and citrus to floral, fruity, and Oudh. The brand has partnered with many perfumers and celebrities, including popular UAE actor and media personality Saoud Al Kaabi. Two fragrances from this collaboration have made their travel retail debut at this year’s TFWA Asia Pacific show.

These are Armaf SHK I & II, two unisex EDPs crafted for a global audience. The fragrance ingredients are inspired from Al Kaabi’s travels. They include bergamot from Italy, cedarwood from Lebanon, peach from the US, vetiver from India, saffron from Morocco, and oud and musk from the UAE.

Sterling Group Chairman and CEO Dr Ali Asgar Fakhruddin commented: “As the travel retail and duty-free sector continues to evolve rapidly, scent – as one of the most powerful emotional connections a traveller can make – remains constant. Our aim is to offer travelling consumers a journey scented with discovery, indulgence, and unforgettable storytelling.”

Spanning the men’s, women’s and unisex categories, the House of ARMAF offers a diverse range of scent profiles, ranging from woody-spicy and citrus to floral, fruity, and oriental.

Premiumisation, limited-edition exclusives, launch activations, and a stronger omnichannel presence, alongside retailtainment and immersive brand experiences, are important pillars of the company’s strategy.

“We are looking forward to the TFWA Asia Pacific Exhibition as an opportunity to not only showcase our market-leading fragrances but also to strengthen our partnerships,” Fakhruddin noted.

“In the Asia Pacific region, fragrances can be seen as a status symbol and the demand for exclusive, even collectible scents is at an all-time high. That said, travel retail exclusives offer a golden opportunity to offer travellers products that are not available elsewhere.”

He continued: “The opportunities to succeed in the duty-free space are many – storytelling, scent pairing, increased engagement to name a few – and we are determined to own that space. We have an exciting collector’s edition in the making, along with new listings in key locations.”