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Sterling Perfumes will return to TFWA World Exhibition & Conference 2024 with an installation that promises to offer an unmissable preview of its upcoming travel retail offerings. At the booth (located at stand M-30, Red Village), visitors will be able to immerse themselves in the world of Sterling Perfumes’ indulgent scents and catch a glimpse of new, anniversary edition products before anyone else - including the exclusive launch of ‘Precieux I’.

Sterling Perfumes’ 25-year history will be a key theme for the company’s activities at TFWA World Exhibition & Conference, with a new launch paying tribute to their silver anniversary. Precieux I is an extravagant extrait de parfum that embodies the essence of luxury and refinement that has become synonymous with Sterling Perfumes, offering a more concentrated, long-lasting scent. The company describes the scent profile of Precieux I as both timeless and innovative, marrying traditional notes with contemporary nuances, and making it a standout in the world of luxury perfumery. The scent will particularly appeal to those who seek exclusivity and a scent that makes a statement without overwhelming.

Precieux I is ideally suited for the duty free space due to its appeal to a high-end market. In this environment, travelers are often looking for unique products that are not readily available elsewhere - Precieux I fits this niche perfectly.

As well as reflecting on 25 years of success, the perfume specialists’ booth will look toward the future with a sneak-peak at upcoming releases. Cannes will be a showcase of what is to come for Sterling Perfumes in the travel retail field. The perfumers aim to elevate the travel experience by offering products that are as unique and memorable as the journeys they accompany, with special travel products available to experience.

The installation will also feature extensions of the ever-popular ARMAF’s Odyssey Collection: Candee, Limoni and Spectra will all be available at the booth. In addition, a plethora of new products will be displayed, the names of which will be announced at a later date. Delegates will be encouraged to sample the range in the company of Sterling Perfumes’ team, who will be able to guide guests through the history and fragrance notes of each offering.

To ensure the most memorable and luxurious experience, Sterling Perfumes has placed an emphasis on unique elements at their stand. These will include novel setups within the booth which will ‘transport visitors to the sky’, including a separate section where products will appear to be displayed within the windows of an aircraft.

Sterling Perfumes’ Chairman Dr. Ali Asgar Fakhruddin said: “It is a beautiful moment of serendipity that we are celebrating our 25th anniversary at the same time that TFWA mark their 40th. For over two decades, we have taken pride in championing innovation and creativity, consistently introducing fragrances that resonate with a diverse audience. It brings us great joy to showcase the products that represent the culmination of our years of commitment to quality, strategic partnerships, and our consumer-centric approach. Our overarching aspiration for the next 25 years is to become a global leader in the fragrance industry, known for innovation, quality, and our company’s ethos of ‘journeys in creation’. This ethos will also be reflected in the way our stand is designed, with each segment of the booth telling a story of how we have evolved as a company and the ‘thought-to-product’ process for how our various brands have come to life. Sterling Perfumes envisions itself as a brand that continues to shape the future of perfumery while honoring its rich heritage.

“We are thrilled to launch ‘Precieux 1’ because it represents our storied journey in the fragrance industry. It is a celebration of our heritage, our achievements, and our commitment to excellence. This fragrance is a tribute to our passion for perfumery and our relentless pursuit of perfection. We believe ‘Precieux I’ captures the essence of Sterling Perfumes’ legacy and the vision for our future. It is a fragrance that not only honors our past but also sets the stage for the next chapter of our story.”