JEDDAH — Rasasi Perfumes, one of the leading perfume brands in the Middle East, recently marked its foray into the world of luxury perfumes with the launch of Boruzz, a collection of five opulent fragrances. The first true luxury spray from Rasasi, the Boruzz line blends the luxurious mystique of Oriental fragrances with the sophistication of the west, bringing together the best of both worlds. Inspired by the legendary and much-celebrated opulence of pure oudh, the collection compromises three contemporary manifestations of classical pure oudh retailed under the name of oudh Al Boruzz, while the two variants of Attar Al Boruzz are mystical expressions of pure oudh blended with the choicest musk. Imitiyaz Kalsekar, Director, Rasasi Perfumes, said “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.” Developed in collaboration with famous European scent houses following rigorous research on evolving regional preferences and sourcing the choicest pure oudh from the most famous perfume centers of the world, blended with a host of other rich ingredients, Boruzz aims to tap the growing demand for luxurious, yet sophisticated, oudh-based Oriental perfumes. Boruzz is targeted at the modern, successful and suave generation of Khaleejis of 30 years-of-age and over who are blazing exceptional professional and entrepreneurial trails. A generation that is very much rooted in its traditions, culture and values, yet very global in spirit and ambition. “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,” said Mr. Kalsekar. “The quality of pure oudh and other ingredients is notches higher than most of the high-priced oudh variants offered by brands vying for the Middle Eastern perfume market. We are competing with international brands only on quality benchmarks and not on elaborate marketing machinery and we prefer to pass on this value to our customer. As a leading brand, we are committed to bringing new synergies to the regional perfume industry and Boruzz is a bespoke luxury offering, yet one that is competitively priced,” he added.
The Oudh Al Boruzz variants – Rooh Al Assam, Asrar Indonesia and Abeer Malaysia – are priced at SR475 apiece while each Attar Al Boruzz blend – Jazeebiyat Musk Tabriz and Lamaat Musk Tabriz - costs SR425. All of the fragrances fuse base elements of oudh with an intoxicating blend of floral, leather and citrus inflections. Primary tones of gold packaging evoke the insignia of luxury graced with allure and sophistication. When opened, the packaging reveals a modern-day story of oudh, its enduring mystique and glory complemented with elegance and eminence. With almost four decades of experience in blending scents that celebrate the rich tapestry of the Middle East and GCC, Rasasi prides itself on having an unrivalled knowledge of the finest traditions of Oriental perfumery. — SG
