Al Haramain Perfumes Launches Sheikh Series with Derulo
Al Haramain Perfumes recently celebrated its 55th anniversary with the launch of the Sheikh Series, an event that combined artistry, music, and cultural heritage. The evening was a vibrant showcase of the brand’s commitment to creating unique fragrances that resonate with the essence of Arabian tradition.
A Night of Sensory Experiences
The launch event was held under an opulent canopy adorned with gold, where guests were immersed in a multi-sensory experience. A talented pianist, dressed in a stunning gold gown, played enchanting melodies from a high vantage point, setting an elegant atmosphere. Attendees were invited to engage with the fragrances at a perfume dispensing bar, where they could mix scents, engrave bottles, and explore their personal olfactory preferences.
An eye-catching installation featuring three golden bells added an interactive element to the evening. Ringing a bell released a burst of fragrance, followed by the distribution of scented paper strips infused with the new Sheikh Series perfumes. This immersive experience underscored Al Haramain’s philosophy that perfume is not merely a scent but a holistic experience.
The Evening’s Highlights
Host Priti Malik welcomed the guests, and the atmosphere shifted as Dubai’s percussion maestro, Boudi Fakhereldin, took the stage. His powerful drumming captivated the audience, building anticipation for the evening’s main events.
In a dramatic moment, Mohammed Mahtabur Rahman, the Chairman and Managing Director of Al Haramain Perfumes Group, made a grand entrance accompanied by royal guards. A video montage celebrating his life and contributions to the brand played behind him, highlighting decades of dedication and craftsmanship.
Munira Rahman, the brand’s Director and Chief Marketing Officer, followed with her own striking entrance, flanked by performers in dazzling gowns. She emphasized the significance of fragrance in personal identity, stating, “Fragrances leave a mark on everyone. Scent is one of the strongest senses tied to memory.”
A Surprise Appearance by Jason Derulo
As the audience anticipated the next act, Priti Malik announced that Jason Derulo, who was expected to launch the Sheikh Series, could not attend. Instead, a video message from the pop star played, where he expressed his sentiments about fragrance and its role in personal identity.
Just as the crowd began to settle, Derulo made a surprise appearance on stage, eliciting cheers and applause. “I had to keep you on your toes,” he joked, expressing gratitude to the Al Haramain family and sharing his admiration for the Oud Gold fragrance. He recounted his experience at the factory, noting the artistry and science involved in perfume creation.
Derulo emphasized the importance of scent in personal expression, stating, “When you meet someone, scent is part of who they are. Fragrance completes you.”
Unveiling the Sheikh Series
As the evening progressed, Munira Malik invited Derulo and herself back to the stage for the highlight of the night: the unveiling of the Sheikh Series. The stage lights dimmed, and guards marched forward, presenting the new fragrance bottles in a regal manner.
“The royal. The majestic. The warrior. The knight. Ladies and gentlemen, the Sheikh Series by Al Haramain Perfumes,” Malik announced. Derulo received the first box of the collection to enthusiastic applause, humorously sharing that he even sprays cologne before bed to feel good.
When asked about a potential fragrance collaboration with Al Haramain, Derulo smiled and hinted, “Don’t tell anyone… but absolutely. This partnership started from pure passion, and something very special is coming soon.”
A Legacy of Craftsmanship
The evening concluded with a heartfelt speech from Mohammed Mahtabur Rahman, who reflected on the brand’s legacy and the significance of the new collection. He expressed gratitude for the UAE’s leaders, crediting their vision for fostering unity and progress among diverse nationalities.
“To wear it is not just to be noticed, but to be remembered,” he stated. He shared the story of Al Haramain’s beginnings in Makkah in 1970, emphasizing the brand’s commitment to authentic Arabic perfumery and its journey to becoming a global name.
The Sheikh Series, inspired by Arabian heritage, features four distinct fragrances: Sheikh Warrior, Sheikh Knight, Sheikh Royal, and Sheikh Majestic. Each scent tells its own story:
– **Sheikh Warrior**: A bold fragrance with notes of cinnamon, tobacco, and oud, designed for those who command presence. – **Sheikh Knight**: A blend of rosewood, apple, and amber, balancing strength with elegance. – **Sheikh Royal**: Aromatic and fresh, featuring lavender, basil, and bergamot, leading to a warm, musky base. – **Sheikh Majestic**: Bright and citrusy with bergamot and lemon, mellowed by neroli, rosemary, and oakmoss.
The night concluded with applause, photo opportunities, and a lingering scent of oud, encapsulating the essence of a brand that continues to define Arabian perfumery with passion and pride. As Jason Derulo aptly stated, “Fragrance is part of your story, and this one, tonight, is unforgettable.”
FAQs
What is the Sheikh Series by Al Haramain Perfumes?
The Sheikh Series is a new collection of fragrances inspired by Arabian heritage, featuring four distinct scents: Sheikh Warrior, Sheikh Knight, Sheikh Royal, and Sheikh Majestic.
Who was the surprise guest at the launch event?
Jason Derulo made a surprise appearance at the launch event after initially being announced as unable to attend. His presence added excitement to the evening.
What themes does the Sheikh Series represent?
The Sheikh Series embodies themes of heritage, power, and legacy, celebrating strength, nobility, and prestige through its unique fragrances.
Conclusion
The launch of the Sheikh Series by Al Haramain Perfumes marked a significant milestone in the brand’s 55-year history, blending tradition with modernity. With its new collection, Al Haramain continues to honor its roots while appealing to contemporary fragrance enthusiasts. As the brand moves forward, it remains committed to crafting scents that resonate with personal identity and cultural heritage.
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