Rasasi forays into luxury perfumes

RetailME Bureau

UAE-based perfume brand Rasasi Perfumes marks its foray into the world of luxury perfumes with the launch of Boruzz, a collection of five opulent fragrances. 

Inspired by pure oudh, the new Boruzz collection comprises three contemporary manifestations of classical pure oudh retailed under the name of oudh Al Boruzz, while the two variants of Attar Al Boruzz are blends of pure oudh and musk.

“Boruzz is targeted at the modern connoisseurs of pure oudh, seeking interplay of royal opulence and sophistication. While Rasasi is a well-known and preferred brand for rich oils, concentrated perfumes and Bakhoor products amongst the elite and regional royalty, it is the first time we are foraying into luxury sprays. The new line of perfumes is certainly a strategic step towards product and product diversification,” says Salim Kalsekar, managing director, Rasasi Perfumes.

“The aim was to blend the best of Oriental confluences with the sophisticated elegance of western luxury brands that is much coveted by this audience. The five fragrances of Boruzz evolved over a period of two years, during which hundreds of blends were evaluated and tested on focus groups. The overwhelming preference for the selected fragrances makes us confident of success.”