L – R: Sterling’s Gautam Siyal, Evarist Rego and  Nayana Tharoor on stand at TFWA

Sterling Perfumes has unveiled its latest fragrance, ARMAF Island Breeze, at TFWA World Exhibition & Conference in Cannes today (Monday 29 September).

The launch took place at the brand’s vibrant, Miami-inspired stand, where global marketing leader Nayana Tharoor, executive director Gautam Siyal and director of marketing and business development – luxury and lifestyle – Evarist Rego welcomed visitors with a first look at the new release alongside a host of exclusive innovations and range extensions.

Part of ARMAF’s fast-growing Gourmand fragrance line, Island Breeze is infused with bright summer notes of pink peach, rose, vanilla and floral musk, housed in the sleek, statement packaging that has become a brand hallmark.

“This new fragrance was inspired by Dubai – all about beaches, water and sunshine,” Siyal told TRBusiness. “It is a tribute to Dubai.”

The Gourmand collection first captured attention a year ago with the launch of Odyssey Dubai Chocolate, which Siyal described as a serendipitous creation born from a bar of chocolate on the table. “We got the pistachio and chocolate combination just right and it was an instant success. Somehow, as a company, when we create fragrances we’re fortunate to know they will resonate globally – and that instinct has served us well.”

ARMAF served up tropical-inspired mocktails at the launch

Island Breeze is not yet in travel retail, with Sterling Perfumes taking a considered approach to positioning. “We don’t want to rush,” Siyal explained. “The fragrance will remain the same, but we may adapt packaging, sizing or concentration to ensure value for money while delivering something very exclusive.”

A travel retail rollout is expected within the next three to six months.

The new Island Breeze fragrances are the latest addition to AFMAF’s Gourmand line

Alongside Island Breeze, Sterling Perfumes introduced a refreshed Odyssey range, marking the line’s first expansion outside the US. The updated collection embraces the gourmand trend with new variants including Marshmallow, Black Forest, Toffee Coffee, Ba Ha Mas and Go Mango.

Other highlights on the stand included Hamidi, showcasing its ornate oil collections and innovative non-alcoholic fragrances; Risala, which reimagines haute parfumerie with modern, playful twists; and established brands such as Just Jack, Jenny Glow, Flavia and Artistic Perfumery.

ARMAF is Sterling Fragrance’s signature line

Looking ahead, Sterling Perfumes is targeting significant growth in travel retail, where it is already present in around a dozen key airports, including Dubai, Abu Dhabi, Kenya, Colombia and Singapore Changi.

By 2027, the company aims to be represented in more than 100 airports worldwide, with a phased expansion strategy beginning in Africa and Southeast Asia, followed by Europe and the US.

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