I was recently invited by Amouage to Muscat to celebrate the launch of their brand new fragrance, Fate. This scent is the final creation of the end of the first cycle of the Amouage narrative. Staying at the beautiful boutique hotel and resort, The Chedi was the perfect way to start the trip, and get introduced to the Omani culture. If you’re not familiar with Amouage… the brand is a luxury perfumery house that is based in Oman (they just opened their new factory), have 13 standalone shops, as well as eight more planned. They are also sold at top destinations such as Bergdorf Goodman NYC, Tsum in Russia, Lane Crawford in Hong Kong, Harrods & Selfridges in London, Harvey Nichols in Dubai to name a few.
The base features a blend of Frankincense, Oakmoss, and leather. The men’s fragrance includes fresh notes of Citrus, Absingth and Sharp Ginger with a heart of Rose.For the Women’s fragrance, it features top notes of Cinnamon, Bergamot and pepper, with a heart of Jasmine & Rose, and a base of Vanilla and Patchouli. The bottle is beautiful – the iconic Amouage clear bottle with a rainbow holographic undertone.
For the first day, we had the pleasure of having a chilled and relaxed day to discover the hotel, which I fell in love with. Stay tuned for my feature on The Chedi.
On Day two, we headed to the newly opened Amouage factory and visitor’s centre in Muscat – around 25 minutes away from the hotel to discover all the fragrances. We viewed the different divisions of what goes on in the Omani factory including macerating, bottling, and packaging. (the HQ is in London.) Most of the workers at the factory were Omani, which made me appreciate the culture behind the fragrance house.
That night, we headed back to the factory for a private intimate dinner with Amouge’s creative director, Christopher Chong (who is London based) , the Amouage team and the rest of the press to celebrate this launch, and learn about his journey.