Since the year 2009, Aramis, a sub-division of the Estée Lauder cos. have been discreetly revamping their luxury image. We think we can all agree that Aramis had been more about approachable luxury, but then in 2009 they proposed a Gentleman's Collection which was their archival perfumes rebottled with a classic, old-world twist, image-wise. Then last year, they launched a Middle-East exclusive, Calligraphy and this year it is followed up by Perfume Calligraphy Rose. Suddenly, the name of Aramis is starting to sound more upscale not by accident but by design...
Trudi Loren who developed both Calligraphy and the new Calligraphy Rose, an unisex, said,
“I created this fragrance for those who seek to combine rich tradition with modern sophistication,” explained The Estée Lauder Companies, Corporate Vice President, Corporate Fragrance Development Worldwide Trudi Loren. “It’s a masterful blend of the most precious balms and resins handcrafted around a unique quality of Turkish rose absolute.”
Words like "precious" and "unique" as well as this emphasis on the "Queen of all flowers" reveal a more luxury-oriented approach.
The composition features top notes of saffron, honeysuckle petals and oregano, leading to a heart of Turkish rose absolute, myrrh, styrax and French lavender before resting on Labdanum, musk, ambergris and olibanum.
Like for the previous flacon, the label is designed by Lebanese artist calligrapher Tarek Atrissi who wrote the word "rose" in Arabic this time.
The 100 ml eau de parfum will debut at Dubai airport in May 2013 before going to travel retail locations throughout the Middle East region.