Amouage's six Attars unite technical and olfactive fragrance to introduce a new generation of perfume that pays homage to the past. The pure, modern and fragrant oils take cues from the traditions and treasures of the Sultanate of Oman.
Amouage is reintroducing the world to the oldest form of perfume known to humankind, all the while pushing the boundaries of perfumery. Designed to be applied to the pulse points, the Attar becomes the fullest, most fragrant expression of itself when activated by the heat of bloodflow. Layering is an integral part of the experience, and this process invites individuals to create their own unique scent expressions.
The six Attars were inspired by villages in Oman and include Orris Wakan, Rose Aqor, Vanilla Barka, Incense Rori, Saffron Hamra, and Oud Ulya.
Ritualistic Fragrance Oils
Amouage's Six Attars Introduce a New Generation of Perfume
Trend Themes
1. Ritualistic Fragrance Oil - The concept of ritualistic fragrance oils is disrupting traditional perfumery by introducing pure, modern, and fragrant oils that pay homage to the past and invite individuals to create their unique scent expressions.
2. Activating Fragrance - The Attar, which becomes the fullest, most fragrant expression when activated by the heat of bloodflow, offers disruptive innovation opportunities in the fragrance industry by reintroducing the oldest form of perfume known to humankind and pushing the boundaries of perfumery.
3. Inspired by Tradition - Drawing inspiration from the traditions and treasures of the Sultanate of Oman, the six Attars show disruptive innovation possibilities in the perfume market through the incorporation of new ingredients and the revival of traditional perfumery techniques.
Industry Implications
1. Perfumery - The Attar introduces disruptive innovation opportunities to the perfume market by reintroducing the oldest form of perfume known to humankind and incorporating new ingredients and traditional perfumery techniques.
2. Cosmetics - The use of ritualistic fragrance oils could disrupt the traditional cosmetics market by offering a new and unique scent experience for individuals to create and express themselves.
3. Luxury Goods - Attars offer disruptive innovation opportunities to the luxury goods market as the pure and fragrant oils pay homage to the past while pushing the boundaries of perfumery and inviting individuals to create their unique scent expressions.