Few days back, I attended the press launch of Emirati Perfume, Qafiya by Ajmal Perfumes.
The event took place at the symbolic Burj Al Arab Hotel.
The event was attended by top notch media and VIPs from the region.
Qafiya Perfume is created keeping in mind the new-age Emirati community. Their motto was” ‘made’ by the young, ‘for’ the young”
Qafiya Perfumes have launched two fragrances, both unisex, with the twist that the one appeals for a day usage and the other for the evening.
“Inspiration of modern Emirati lifestyle, encapsulated in the form of Qafiya”
The journey of this amazing initiative took place when Rashid Abdulla Turki Alturki, a young, energetic and vibrant Emirati walked into Ajmal’s office with a concept of collaborating with the brand to launch a fragrance.
A fragrance that represents the new-age Emirati lifestyle but marinated in local traditions that’s so integral to every Emirati, young and old.
This concept worked brilliantly well with Brand Ajmal, as the brand has been embarking on initiatives where it could work with local talents and add value to the ‘community’ that’s been at the forefront of its existence in this region. After all, Dubai was the city that Ajmal opened its first retail showroom in 1976.
The core idea of this ‘community’ initiative was built on the premise that Rashid Abdulla will have a panel of dynamic Emiratis who will work with Ajmal from the concept creation of this new fragrance to the final development of the product.
Commenting on this community lead initiative Abdulla Ajmal, General Manager of Ajmal Perfumes said “We had this unique opportunity where we had an insight directly from the Emirati youth we cater to, who wanted to create fragrances that would speak to them. The concept weaved itself beautifully, created from the fabric of day to day lives of these young vibrant Emiratis and with the help of Ajmal, we were able to create two unique fragrances under the concept of Qafiya. We believe that the concept is a region’s first and we are hopeful that it will be super successful. This is only the beginning, through Qafiya and over time, we aim to launch a number of community lead projects across the region.”
Commenting on the collaborative approach Rashid Abdulla said “Two years ago I walked into Ajmal offices with an idea to bring the Community and Ajmal’s brand together, and come up with a concept that represents both Ajmal’s qualities and the Community’s preference. Being born and raised in a city that highlights the importance of quality and community, has definitely impacted the fragrance, the packaging and our way of communication with everyone”
TOP: Spicy Floral
HEART: Ambery Woody
BASE: Woody Musky Ambery
QAFIYA 01 75ml – AED 250
TOP: Fresh Spicy
HEART: Spicy Floral
BASE: Woody Mossy
QAFIYA 02 75ml – AED 250
Available at Ajmal Boutiques
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