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.

Ask The Guru: What is fragrance layering?

ARAMISLayering is useful way to build up a long-lasting fragrance ‘impression’ by using products from your favourite scent’s body range and is the perfect way to smell great all day long, without having to reapply your fragrance.

To layer, simply use the fragranced shower gel, soap, deodorant and aftershave balm in tandem, finishing off with some eau de toilette. Using body products from the same range as your fragrance also helps you avoid nasty antiperspirant/shower gel clashes and, if your favourite range includes a fragranced body moisturiser, will help the scent last a little longer on the skin. Layering’s also great for achieving a subtler effect too, however. If you’re going for an interview or just want to smell good for work, for example, apply everything but the eau de toilette.

Aramis plays it cool

Arriving to the press inside its own little refrigeration unit, Aramis Cool Blend, Estee Lauder’s latest take on Aramis Classic aims to cash in on the upcoming summer fragrance market with a lighter, fresher, variant hoping to grace travellers’ washbags this year.
Retaining some of the original fragrance’s spiciness it adds a zesty blend of bergamot, lemon peel and lime to the mix in an attempt to give it a crisper edge. And it does. And it’s nice enough. But more often than not variants are like movie sequels – good fun but not a patch on the original (remember Grease 2?).
And so it is with this. Don’t get me wrong,  I do like it, but – old curmudgeon that I am – I’ll still be sticking to my Aramis Classic. A true, all-time great, it remains a fabulous fragrance over forty years since its launch and I actually love wearing it in the summer, just as it comes.

Aramis Cool Blend is available from 1st March.

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Bag this from Aramis!

 

The Aramis Classic Traveller Bag - bag it while you can!
The Aramis Classic Traveller

Generally speaking I’m very skeptical of GWP’s (Gifts With Purchase). More often than not the ‘freebie’ in question wouldn’t even pass the rigorous selection procedure of an EastEnders market stall.

But I’m here to tell you to look out for the forthcoming Aramis traveller bag which comes free with any Aramis classic purchase over £29 from 30th July. I was lucky enough to road test one a couple of weeks ago on a birthday trip to Cornwall and it passed the test admirably.

Okay, so it ain’t leather but it’s roomy, robust and stylish too, so that ticks all the boxes for me. It’s a limited offer, though, so grab it while you can!

For stockists call:  0870 034 2566

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