Dwyane Wade

Aramis, Estée Lauder’s men’s fragrance brand, launched its new scent, Intuition, during New York Fashion Week, aiming to attract a new generation of consumers. Global ambassador Dwyane Wade spearheaded the launch, which included an immersive pop-up experience on the High Line and a discussion at Bloomingdale’s on personal grooming and modern masculinity. The brand is leveraging social media, including the #ARAMISINTUITION campaign, to amplify its message and engage with a younger demographic. This repositioning strategy is part of Estée Lauder’s broader effort to revive legacy brands.