ARAMIS & Dwyane Wade: New Fragrance Launch at NYFW

09/13/2025 – 01:13 PM

NEW YORK – Aramis, the heritage men’s fragrance brand under the Estée Lauder Companies (ELC), is making a bold move to capture a new generation of consumers with the launch of its new scent, Intuition. The brand tapped global ambassador Dwyane Wade, the former NBA star turned entrepreneur, to spearhead the launch during New York Fashion Week, signaling a shift towards a more modern and multifaceted image.

ARAMIS Global Ambassador, Dwyane Wade, attends Brand’s NYFW Pop-Up at The High Line (Courtesy of BFA )

The launch event featured an immersive pop-up experience on the High Line, designed to create a sensory journey through the fragrance’s core components. Guests like Wade and his wife, actress Gabrielle Union, were given the opportunity to engage with the brand storyline via scent, sound, and integrated design elements. The pop-up, a growing trend in the consumer goods market, serves as a tactile method for brands to interact directly with potential customers, particularly within the competitive fragrance sector.

Following the pop-up, Wade participated in a conversation at Bloomingdale’s 59th Street focusing on personal grooming, fragrance, and modern masculinity. The discussion, moderated by Mike Muse and featuring Wade’s barber, Donato Smith, highlighted how Aramis is attempting to break away from outdated stereotypes. By directly engaging with consumers and aligning with a public figure known for his entrepreneurial spirit, Aramis aims to capture a broader audience seeking authenticity and aspirational lifestyle integration. This type of activation is designed to drive both immediate sales and long-term brand affinity.

Aramis, originally established in 1963 by Estée Lauder, was positioned as a pioneering prestige men’s fragrance sold in department stores globally. The brand’s revitalization strategy includes leveraging social media platforms, like Instagram, to amplify its message and engage with a younger, more digitally-savvy demographic. The #ARAMISINTUITION campaign aims to create a viral moment in a market that is increasingly driven by social media trends.

The Estée Lauder Companies, a global leader in beauty, continues to strategically manage its brand portfolio, which includes Estée Lauder, Clinique, M·A·C, and others. Aramis’ repositioning reflects the company’s broader strategy to revive legacy brands while also investing in emerging categories and innovative technologies in the beauty space. Intuition’s success will depend on whether it can effectively bridge the gap between Aramis’ established reputation and the evolving preferences of today’s consumer base. Market analysts are closely watching the results of this campaign to gauge its impact on Estée Lauder’s overall men’s fragrance sales and market share.

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