New Aramis fragrance keeps brand firmly in the black

ARAMIS BLACK FRAGRANCEIt’ll come as no surprise to anyone who loves and understands the Aramis brand that the latest fragrance in the portfolio, Aramis Black shares many of Aramis Classic‘s ‘core values’ as a fragrance. But although it might be a thoroughly grown up, multi-dimensional and autumnal fragrance Black is a little edgier, darker and spicier than its older brother: think Dynasty‘s Ben Carrington to Blake Carrington or – for the younger folk – Prince Harry living it up in Vegas rather than Prince William politely honouring foreign dignitaries at a state dinner.

Initially oudy and smoky, Black’s core is based around a lively and very noticeable peppery facet, softened and rounded out by smooth and vanillary tonka bean. The Aramis DNA is still very much present, though, in the shape of a lovely underlying leatheriness and a touch of boozy gentleman’s club but Black is altogether more in-your-face and contemporary. The inky juice is a nice touch, too, giving the whole thing a touch of mystery and menace.

I must say, I was a wee bit disappointed by the last Aramis fragrance, Aramis Adventurer, which was a hyperactive and rather brash fragrance in comparison, but Aramis Black puts things firmly back into, well, the black.

Available now from Boots and nationwide from August.

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