Eurofragrance taps in to memory-trigger fragrances with new line

By Simon Pitman contact

- Last updated on GMT

Eurofragrance taps in to memory-trigger fragrances with new line

Related tags: Perfume

The trend for memories triggered by fragrances has been growing in momentum within the category, and Eurofragrance is showcasing its latest developments in this area.

The Spain-based fragrance player has presented its latest concepts in this increasingly important industry space as #REMEMORIES at the Beautyworld Middle East Event.

The Middle East has one of the highest per capita spend on fragrances in the world, so what better region to demonstrate a way of demonstrating the tradition and heritage of fragrance and the important role it plays in personal memory.

Six new fragrances

The concept promotes six new fragrances, which it says are a tribute to traditional perfumery and its heritage, interpreted in new modern classics with audacious, luxurious raw materials.

“Looking back with a fresh approach, searching for new memories and experiences awakened by these fragrances, reborn with combinations that will create new memories with all the beauty of the classics,” ​is the description the company uses to promote the line.

To create the line, the perfumers have taken a unique approach of blending vintage and traditional fragrances that may trigger memories of the past, together with more current fragrances to create a distinct mix of old and new.

Beauty World Middle East

The presentation of the six fragrances took place at the Beauty World Middle East event, which took place in Dubai this week, May 15 – 17 and is the biggest event for cosmetics and personal care in the region.

The six fragrances are called: Eau Absolue, Eau Addictive, Fluo Essence, French Style, De París a Dubai and Neoriental  and the company says they are the scents of its new collection which is both an ode to timeless perfumery.

Eurofragance also claims to be the industry leader in the Dubai area, where it recently opened a new Creative Centre, which aims to make the business even closer to its customers and respond more quickly to their needs.

Related topics: Market Trends, Fragrance

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