Global Desi, And launch first ever fragrance lines with Ajmal Perfumes
Anita Dongre’s first perfume launch will comprise a set of four fragrances and body mists for both And and Global Desi, the business announced on Facebook. The And perfume range has been created with a soft, floral theme and scents are named ‘Ethereal Dreamer’, ‘Eternal Radiance, ‘Love Muse’, and ‘Mystique Elegance’.
The Global Desi scent range has a fresh theme, intended for daily use. Fragrances are named ‘Dreamy Daze’, ‘Mythical Bloom’, ‘Soulful Trance’, and ‘Cosmic Charm’ and bottles are brightly hues pink, green, blue, and yellow.
“Ajmal's perfumers worked with the And and Global Desi customers to select a bouquet of ingredients for each fragrance family, tweaking the list over multiple smelling sessions and iterations,” Ajmal & Sons India’s business mentor and perfumist, NHA Division, Abdulla Ajmal, told Vogue India about how the lines were conceived.
“The process started with intense brainstorming sessions to understand the customers to get an in-depth understanding of their psyche- their likes and dislikes, what makes them tick and what gets them excited,” said Ajmal. “What emerged was not a single unified portrait because the modern Indian woman is not a monolith. She comes in many shades and different moods. All with their own unique personality, with different dreams and distinct approaches to life.”
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