THE International Group for Luxury Fragrances launched a special initiative celebrating the world of fragrances under the motto of "What's Your Mood Today?" since certain fragrances have been long associated with certain personality types and moods. The main concept of the initiative is to entitle the audience with a thrilling opportunity to explore the multiple classifications of the perfumes' ingredients affiliated to Floral, Oriental, Wooden and Fresh. Through an innovative yet funny mode, audience has got enlightened about the virtues of the 4 families of fragrances and their nature of usage. The campaign kicked off in Jeddah on March 10 until March 19 at Mall of Arabia, where all audiences have been enjoying an aromatic experience since everyone recognized more about the reflection of his/her signature fragrance on his/her mood at the time of buying the product. Audiences have been seen happily engraving their beloved ones' names on the fragrances' bottles, creating a unique smart gift for them. Khalid Abdullah, Director of Business Development at the International Group for Luxury Fragrances, said: "Such a campaign brings a wonderful opportunity for all people to live up an aromatic enjoyable experience. Today we will know how the pleasant fragrances can improve the perfume lovers' mood and sense of wellbeing and how the scents can evoke strong emotional reactions. The initiative is also aimed at showcasing the importance of the fragrance in the Saudi community since they are a direct expression of the personal style reflected through various social occasions and gatherings". To support this initiative an application has been developed on interactive screen to help the visitors to choose their perfumes according to their moods. Floral fragrance has a special importance since it spreads the dreamy feelings and tenderness. The Oriental fragrance is strongly linked to the expression of warmth, but it has also become a cultural representation, heavily used throughout the official celebrations. The Fresh notes that rely on fragrant essences of real flowers add an extra burst of character in every occasion.
