At the Omani High Perfumery House of Amouage, there is an innate understanding that the ritual of scent can take many forms. The most universal of these is centred around Eaux de Parfum that are sprayed onto skin or fabric. However, in recent years, increasing attention has been considered in forms such as the Body Lotion and the Bath & Shower Gel, each offering a markedly different sensory experience. Now, in recognition of the increased appreciation of these latter forms, Amouage has completely reconstituted many of its body line products, unveiling a new collection encompassing some of its most beloved compositions: Guidance, Decision, Purpose, Love Delight, Honour Woman and Reflection Man, all featuring Frankincense as a key ingredient.

“The decision to revisit our body line provided us with a stimulating and demanding creative opportunity. It was a chance not just to emphasise different facets of some of our perfumes, but also to throw ourselves fully into the challenge of constructing products that would both scent the wearer and fulfil the function of their form in the best way possible.” says Chief Creative Officer, Renaud Salmon.

A Tailored Approach

Salmon determined that the only way to achieve this two-pronged goal was to ensure that each formula was carefully tailored to its specific fragrance concentrate, allowing every product type to remain a true exemplar of its respective form. With regards to their features, he decided that all the products had to be of superlative quality. To complicate the challenge further, Salmon insisted that each of the different formulae should feature a significant proportion of Omani Frankincense oil, to link it to the heritage of Amouage’s home. “Omani Frankincense is renowned for its healing properties, so its inclusion served to make the body line even more effective.”

The results of these efforts is a collection of no fewer than 19 new products, each faithful to the creative of the perfumes while bringing out unexpected aspects of its personality — different textures to enjoy familiar treasures in an entirely novel way.

The Hand Cream

“A Hand Cream has to be made in such a way as to enable a uniquely personal scenting ritual,” says Salmon. “It should be possible for it to be used several times throughout the day, in quiet moments. It must offer a simple, yet meaningful enjoyment.”

To meet this requirement, the creators of Amouage’s new Hand Creams devised a formula that would feel luxuriant and calming, as well as being non-greasy and easily absorbed. The cream features Jojoba Oil, Sunflower Seed Oil and Acacia Flower Wax which repairs the skin, improve elasticity and hydrates, while Chamomile Flower Extract achieves a soothing effect.

The Bath & Shower Gel

“It was extremely important for us to make sure that our Bath & Shower Gel would be richly foaming,” explains Salmon. “There is nothing quite like the luxurious indulgence of a gel that produces a luscious, heavily scented foam.”

This objective presented a significant technical challenge, because the more a bath gel foams, the more it needs to contain hydrating ingredients. Fortunately, the team of experts at Nortempresa, commissioned by Amouage, developed the new Bath & Shower Gel formulations to meet this technical challenge and created a mild cleansing formula that generates a richly indulgent foam. In addition, the inclusion of Aloe vera helps maintain the hydration of the skin.

The Body Lotion

“Many of our clients like to use body lotions before applying our Eaux De Parfum or Exceptional Extraits,” says Salmon, “so it was vital that our Body Lotions complemented and supported their respective fragrances and enabled them to be enjoyed in new ways.”

This supporting profile has been achieved in the Body Lotions through the construction of an ingenious formula containing Jojoba Oil, Avocado, Sunflower Seed Oil and Acacia Flower Wax, which provide deep hydration, improve elasticity and achieve a soothing effect. The formula remains light, non-greasy and easily absorbed — attributes that are the hallmark of only the finest body lotions.

The Hair Perfume

“The Hair Perfume is a fascinating form,” explains Salmon, “because it sits somewhere between a traditional Eau De Parfum and a very light mist. Therefore, it needs to present a distinct personality, but it must never be overwhelming.”

The formula devised for Amouage’s new Hair Perfumes meets this requirement impeccably, incorporating advanced Sugar Technology to nurture and fortify the hair while enhancing softness and shine.

Products & Presentation

Guidance, Decision, Purpose, Love Delight, Honour Woman, and Reflection Man will all be available as a Bath & Shower Gel and Body Lotion. The Hand Cream will be available for Guidance, Honour Woman, Reflection Man, and Decision. Additionally, the Hair Perfume will be available with the scent of Guidance, Love Delight, and Honour Woman.

Across the Luxury Body Line, Omani Frankincense oil brings its protective qualities to each formulation and makes a subtle contribution to the scent, while generous perfume concentrations give the products a distinctive depth of scent. Ranging from 1.6% in the Body Lotion to 5% in the Hair Perfume, these concentrations are notably high for their product categories, carrying Amouage’s olfactive DNA throughout the collection.

The bottles for the Bath & Shower Gel and the Body Lotion have been inspired by the instantly recognisable Amouage emblem. Featuring a striking fluted design – with elegant vertical ridges – they echo the House’s rich past while celebrating its clear-sighted gaze into the future. The cap of the hand cream tube features a similar fluted design as well.  The sleek, discreet design of the Hair Perfume bottle makes it ideal for carrying in a bag, enabling frequent re-application throughout the day.

The matte, sandy colour of the Bath & Shower Gel, Body Lotion, Hair Perfume bottles, as well as the Hand Cream tube, evokes the sweeping desert shades of the Omani landscape. Each product name is represented in black typography. Finally, on all the external packaging, the abstract shapes and patterns from Louise Mertens’ artworks for the respective Eaux De Parfum mirror each scent’s unique personality.