fragrance

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.

ZOTAC, the gaming hardware manufacturer, is releasing “F5 Esports Eau de Parfum,” a fragrance developed with caffeine, taurine, and other secret ingredients. Marketed to enhance gamers’ focus and reactions, the scent features sea breeze, cypress, mint, and white musk. Following industry trends, this unique product joins the ranks of other PC hardware firms, such as ASUS and Yeston, venturing into aromatic accessories.