Sterling Perfumes set to ‘shine’ at this year’s TFWA World Exhibition

Sterling Perfumes is determined to hold the Cannes spotlight at the upcoming TFWA World Exhibition (Red Village, M30).

For the first time, Sterling Perfumes’ products will be highlighted on an experiential stand, featuring exclusive launches and additions to existing ranges.

‘Star’ product launch is Island Breeze, the latest addition to the UAE-based fragrance specialist’s flagship ARMAF brand.

True to its name, 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 no exception, presented in an outstanding bottle with details of a delectable glam-milkshake garnished with a cherry. The fragrance will be revealed officially on September 29.

Island Breeze’s debut follows last year’s successful launch – also at the TFWA World – of ARMAF Delights’ Yum Yum and Island Bliss fragrances for women.

Dr. Ali Asgar Fakhruddin, Sterling Group Chairman and CEO, 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 of the US market) will be the new Odyssey line-up which now includes popular gourmand trendsetters – Marshmallow, Black Forest, Toffee Coffee, Ba Ha Mas and Go Mango.

Sterling is expecting significant KOL engagement in its new on-stand Creator’s Lounge with a number of Master Perfumer (Arturetto Landi and others) sessions also planned.

Hamidi, with its ornamental oil collections and innovative non-alcoholic fragrance range, will feature, along with Risala – which continues to offer a modern take on haute parfumerie with its playful, yet sharp twists on novel fragrance concepts – and other brands such as Just Jack, Jenny Glow, Flavia and Artistic Perfumery.

Further niche fragrance brands and product lines will also be highlighted.

“With TFWA World Exhibition well established as the leading showcase and meeting place for the world of fragrance in the duty free andtravel retail sectors, we look forward to revealing our new products and sharing our strategy for the future,” Dr. Fakhruddin said.

Sterling Perfumes Managing Director Hamza Fakhruddin commented: “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 recognize our agility and our trend-setting capabilities. Importantly, we are always open to doing something fun and new.”