New ARMAF Perfumes Launched In Brazil

(MENAFN- Brazil-Arab News Agency (ANBA)) São Paulo – São Paulo-based Juno Importadora presented the new perfumes by the Arab brand ARMAF to the press on Wednesday (4). The brand will start being sold in Brazil and will also be featured at the Beauty Fair . The launch took place at an event held at the headquarters of the Arab-Brazilian Chamber of Commerce (ABCC) in São Paulo, with executives from the United Arab Emirates company in attendance.

In addition to introducing ARMAF's new products to the Brazilian market, Juno will also start selling another Arab perfume brand in the country, Hamidi, and showcased its fragrances at the event. Both ARMAF and Hamidi belong to the Sterling Parfums Group from the UAE. Juno's owner, Walid Safa, also has ties to the Arab world, as he is a Brazilian Arab born in Palestine.

Gautam Siyal: One of the directors of the Sterling Group who attended the launch

Juno will start selling in Brazil two new men's perfumes and two women's perfumes by ARMAF, all under the Club de Nuit line and all eau de parfum, meaning they have a higher concentration of essential oils than eau de toilette. The new men's fragrances are Iconic, featuring ginger, melon, nutmeg, incense, and sandalwood, and Urban Elixir, composed of pink pepper, lavender, vetiver, and cedar.

To describe Iconic, Juno's Training and Development Manager, Samaritana Moraes, characterized the man the fragrance evokes: freshly showered, cool-skinned, and blood boiling.“The kind of man who is sensual, doesn't need to ask for attention, as he's already noticed,” she said during a presentation to journalists. Urban Elixir, on the other hand, evokes a practical, dynamic, engaging, stylish, and modern man.

Samaritana Moraes described the perfumes during a presentation for the press

The new women's fragrances are Milestone-featuring red fruits, violet, white woods, and musk-and Maleka- with lychee, pink pepper, orris root, praline, and sandalwood. To describe the woman Milestone evokes, Moraes said she is radiant and shines wherever she goes. Maleka, which is Arabic for“queen”, is described as an invisible crown.“Owner of her own castle,” she said, portraying this female figure as delicate, rebellious, and self-assured.

The launches will join a wide range of ARMAF perfumes that Juno already distributes in Brazil. Arab fragrances have grown in popularity among Brazilian consumers in recent years, and companies operating in this segment, like Juno, benefit from this trend. A sign of this boom is the very visit of Sterling executives to Brazil, which is happening for the first time, according to the group's Executive Director of Global Business, Gautam Siyal, speaking to ANBA.

The director said the demand for Arab perfumes is a global trend, not just in Brazil.“Demand spans all of North America, all of South America, all of Europe, all of Southeast Asia, all of Africa,” Siyal said. He believes the global hub for perfumes has shifted.“Paris used to be the center of fragrances. Now it's Dubai. And these Dubai fragrances are now sought after worldwide,” he added. The company exports to 152 countries and produces its perfumes in Dubai.

Juno Importadora


Hamidi perfumes will be distributed by Juno

Juno Importadora has been in the market for over 20 years, but according to Safa, it has focused exclusively on perfume imports for the past five years. All the brands it currently brings to Brazil are Arab perfumes. If the factory isn't itself located in an Arab country, the company has Arab owners, and the perfume style is Arab. In addition to ARMAF and Hamidi, Juno sells Orientica, Riiffs, Nusuk, and Manasik perfumes in Brazil.“We reach all classes and cater to all audiences,” Safa told ANBA.

Juno's owner reiterates that Arab perfume is on the rise globally. According to Safa, the higher use of oils and spices by Arab brands gives the fragrances greater longevity, lasting from 12 to 24 hours. Comparing Arab perfumes to international designer brands, Safa notes that the latter produce a range of products, while Arab brands focus solely on perfumes.“The quality is better because that's what they do-it's their specialty,” he says.

Maleka, a women's fragrance, is one of the importer's key bets

In addition to the press presentation of the new perfumes on Thursday early afternoon, Juno Importadora also invited guests to an evening launch at the ABCC headquarters. For the events, the venue was fully decorated with references to Arab countries, featuring their flowers, foliage, cushions, and fabrics, reminiscent of the region's large traditional tents.

The Beauty Fair, where Juno will be one of the exhibitors, runs from Saturday (6) to Tuesday (9) at Expo Center Norte in São Paulo. The new fragrances the company is bringing to Brazil, as well as other items in its portfolio, can be found at major perfumeries across the country or on online platforms, including Juno's own perfume sales website, Aroma das Arábias .

Read more:
Arab perfumes at Brazil's Beauty Fair

Translated by Guilherme Miranda

Isaura Daniel/ANBAIsaura Daniel/ANBAIsaura Daniel/ANBAIsaura Daniel/ANBAIsaura Daniel/ANBA

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