Latest news with #AbdullaAjmal
Mid East Info
21-05-2025
- Business
- Mid East Info
Ajmal Perfumes Introduces Aurum Elixir: The new gold nectar – where indulgence meets instinct
The latest chapter in the Aurum legacy interprets amber gourmand through a lens of contemporary elegance and timeless individuality Dubai, United Arab Emirates, May 21st ,2025 , Ajmal Perfumes, A brand long synonymous with the mastery of perfumery, announces the launch of Aurum Elixir , a unisex amber gourmand fragrance that reimagines opulence for the modern world. The latest in the iconic Aurum family, Elixir embodies Ajmal's evolving perfume philosophy – bridging instinctive sensuality with bold sophistication. Inspired by golden nectar, Aurum Elixir is designed for the contemporary individual who seeks a scent that is layered, indulgent, and elegant. It captures the essence of golden warmth, delivering a perfume experience that is as bold, as it is intimate. The story behind Aurum Elixir is rooted in Ajmal's vision to explore new facets of identity through fragrance. For Abdulla Ajmal, CEO of Ajmal Group, this launch represents a continuation of the brand's pursuit of the evolution of individuality. He quoted 'For a fragrance enthusiast, what scent they wear is a statement of their own identity. With Aurum Elixir, we wanted to deliver a fragrance that invites the wearer to express their unique dualities without boundaries,' . A celebration of contrast; softness and strength, indulgence and restraint. Crafted for the fragrance connoisseurs, Aurum Elixir opens with a sparkling trio of bergamot, blackcurrant, and strawberry, setting the stage with a burst of vibrant energy. At the heart, a blooming jasmine note is softened by molten caramel and anchored by the textural warmth of cashmere wood. The dry down is deep and enveloping, revealing earthy patchouli and creamy vanilla – leaving a lasting impression that is both sensual and serene. Its formulation captures the richness of amber, the irresistible comfort of gourmand notes, and a floral heart that adds radiant complexity. Presented in a luxurious 75ml bottle with 30% dosage making it strong, long-lasting and opulent, Aurum Elixir reflects Ajmal's dedication to quality craftsmanship while speaking to contemporary sensibilities. This modern interpretation of amber gourmand is deliberately created without gender boundaries, welcoming anyone drawn to bold softness and elegant intensity. Abdulla Ajmal, CEO of Ajmal group added 'With Aurum Elixir , we wanted to craft something that feels intentional which resonates on a more personal level. Aurum Elixir was about trusting the creative process and letting the fragrance evolve from a place of instinct. Every element, from the choice of ingredients to the final composition, was shaped by a desire to create something lasting and timeless and we believe we have achieved just that with the Aurum Elixir.' Aurum Elixir is now available across the GCC in Ajmal Perfumes boutiques, select online platforms, and authorized retailers: AED 210 in the UAE SAR 230 in Saudi Arabia QR 215 in Qatar OMR 22 in Oman BHD 23 in Bahrain KD 17.750 in Kuwait With Aurum Elixir , Ajmal continues its journey of olfactory storytelling, inviting wearers to explore their own essence through the world of perfume. About Ajmal Perfumes: Inspired by the glorious Orient, Ajmal began its perfumery journey with the world's oldest form of fragrances: perfume oils. Over the last 74 years, Ajmal has created a unique niche in the world of perfumery in the Middle East, as producers, manufacturers, retailers and distributors. Ajmal Perfumes offer a plethora of fine western and oriental fragrances and is renowned for its expertise in bringing the most exquisite Oud and Oud-related products. Ajmal's retail presence spans 350+ exclusive showrooms within the GCC and the world.
Khaleej Times
20-05-2025
- Entertainment
- Khaleej Times
Ajmal Perfumes introduces Aurum Elixir: The new gold nectar – where indulgence meets instinct
Ajmal Perfumes, a brand long synonymous with the mastery of perfumery, has announced the launch of Aurum Elixir, a unisex amber gourmand fragrance that reimagines opulence for the modern world. The latest in the iconic Aurum family, Elixir embodies Ajmal's evolving perfume philosophy - bridging instinctive sensuality with bold sophistication. Inspired by golden nectar, Aurum Elixir is designed for the contemporary individual who seeks a scent that is layered, indulgent, and elegant. It captures the essence of golden warmth, delivering a perfume experience that is as bold, as it is intimate. The story behind Aurum Elixir is rooted in Ajmal's vision to explore new facets of identity through fragrance. For Abdulla Ajmal, CEO of Ajmal Group, this launch represents a continuation of the brand's pursuit of the evolution of individuality. He said: "For a fragrance enthusiast, what scent they wear is a statement of their own identity. With Aurum Elixir, we wanted to deliver a fragrance that invites the wearer to express their unique dualities without boundaries." Crafted for the fragrance connoisseurs, Aurum Elixir opens with a sparkling trio of bergamot, blackcurrant, and strawberry, setting the stage with a burst of vibrant energy. At the heart, a blooming jasmine note is softened by molten caramel and anchored by the textural warmth of cashmere wood. The dry down is deep and enveloping, revealing earthy patchouli and creamy vanilla, leaving a lasting impression that is both sensual and serene. Its formulation captures the richness of amber, the irresistible comfort of gourmand notes, and a floral heart that adds radiant complexity. Presented in a luxurious 75ml bottle with 30% dosage making it strong, long-lasting and opulent, Aurum Elixir reflects Ajmal's dedication to quality craftsmanship while speaking to contemporary sensibilities. This modern interpretation of amber gourmand is deliberately created without gender boundaries, welcoming anyone drawn to bold softness and elegant intensity. Ajmal added: "With Aurum Elixir, we wanted to craft something that feels intentional which resonates on a more personal level. Aurum Elixir was about trusting the creative process and letting the fragrance evolve from a place of instinct. Every element, from the choice of ingredients to the final composition, was shaped by a desire to create something lasting and timeless and we believe we have achieved just that with the Aurum Elixir." Aurum Elixir is now available across the GCC at Ajmal Perfumes boutiques, select online platforms, and authorised retailers, priced at Dh210 in the UAE, SAR 230 in Saudi Arabia, QR 215 in Qatar, OMR 22 in Oman, BHD 23 in Bahrain, and KD 17.750 in Kuwait.
Campaign ME
11-03-2025
- Entertainment
- Campaign ME
Ajmal Perfumes narrates ‘The Untold Stories' with celebrity perfumers
Collaborating with creative agency LPS Brands, Ajmal Perfumes has launched The Untold Stories to bring attention to its latest fragrance line. The integrated campaign has been rolled out across social media, in both long- and short-form formats. The campaign was also spread through an out-of-home and media blitz, and launched with an event that featured a drone show, a takeover of the Burj Khalifa and a QR-code-led microsite. 'We reached out to the world of perfumery with this metaphorical blank piece of paper and asked them to draw up their inspiration,' said Abdulla Ajmal, CEO, Ajmal Perfumes in the campaign's 'CEO film'. The five celebrity perfumers, Maxime Exler, Dalia Izem, Benjamin Bélizon, Nathalie Lorson, and Coralie Spicher, and their journeys with crafting the new signature scents are individually depicted within the campaign's hero film and their own individual videos that follow their creations of the five new scents. 'For Ajmal, this wasn't just about launching a new fragrance — it was about making history in the luxury perfume industry,' said Aasim Shaik, Managing Director of LPS. He explained that the scale and complexity of the campaign pushed the agency beyond just advertising. 'It blurred the lines between creativity, event production, and brand experience,' he said. The film follows cheerfully integrated animations of blank sheets of paper (representing the pages in a storybook) take on creative forms of origami leaves, birds and flowers reflecting each master perfumer's 'Untold Story', and symbolising the notes each fragrance is rooted in. 'LPS had to design a campaign concept that embraced honoured this artistic freedom while ensuring a cohesive brand story,' Shaik explained. 'Instead of dictating a fixed narrative, we allowed the campaign to evolve organically, just like the perfumes themselves.' The agency said it took a 360-degree approach, combining global talent with cinematic storytelling, actualised with the launch event at Atlantis The Royale, Dubai. 'Ajmal took a risk, and so did we. The result? A campaign that didn't just sell a product, it set a new benchmark for the fragrance industry,' said Shaik. The campaign followed a structured multi-phase rollout plan. First, a teaser phase, which gathered more than 4m views on Instagram alone, followed by the interview film with CEO Ajmal and OOH displays ahead of the launch on 8 February. 'The highlight of the evening was a breathtaking drone show, where the story of the individual chapters was brought to life through a mesmerising book depiction in the sky,' said Shaik of the event. 'This was followed by two grand projections on the Burj Khalifa, visually narrating the fragrance's journey.' The spectacle was live streamed on screens at the venue, creating a truly immersive experience for the audience. 'Additionally, an interactive QR-code-led microsite allowed attendees to explore the fragrance's story in depth, enhancing engagement and personalisation,' added Shaik. Since the launch of 'The Five Chapters' of the Untold Stories fragrance line, Ajmal Perfumes will continue to market the scents with the campaign through May 2025, leveraging beauty bloggers and lifestyle influencers to amplify chatter around the line and keep the buzz going. Credits: Creative & Strategy: LPS Brands (conceptualisation, strategy, and execution) Event Management: LPS Brands Production Partners: Bigfoot Films + MLNK Studios (on-ground execution and logistics) Executive Producer – Hamza Sheikh Account Director – Vivek Namboodiri Creative Director – Gareth Mankoo Agency Art Director – Taqwa Awaad Creative Producer – Mostafa Sayyad Producer –Rania Salame Production Coordinator – Eliisa Hammoud Director: Pedro Tejada, Brazil First Assistant Director (1st AD): Chris Marais Cinematographer: Mila Shamraeva, Istanbul Gaffer – Roland Baghdadi Key Grip – Franscesco Paolo Production Designer: César El Hayeck, Torronto Art Director: Charbel Naimeh Photographer – Tania Rex
