Debutantes: Pakistani perfumers to launch products globally

The collection includes fragrances for both men and women.

ISLAMABAD: After travelling miles across the globe for six consecutive years, Pakistani Fashion Designers Nabeel and Aqeel managed to become the first label to successfully launch a perfume collection of for both men and women.

Going down memory lane, the designers told The Express Tribune about the hurdles and challenges that came in the way of launching the latest venture in Pakistan. “Every business decision is a risk, and launching Pakistan’s first perfume too was quite risky, but the journey has been rewarding nonetheless,” said Aqeel.

The duo is quite well-known in the country’s fashion circuit for their casual and semi-casual menswear including suits, blazers, shirts, shoes, ties amongst others but with the launch, they now hold the coveted position of being pioneer perfumers of the country.

While importing the top brands of perfumes to Pakistan for more than 14 years in the retail business, Aqeel said he always used to aspire for Pakistan to have its own scent. For Pakistan, not to have a single perfume of its own was rather shocking for him.

“Understanding the dynamics of the industry was difficult. It took us six years to master the art of sculpting, refining and finishing products using the best ingredients before we took any final decisions,” said Aqeel.

The research took him on a six years long journey through the leading perfumeries in Europe before they finally had what could be called sufficient understanding of the art.

“Not only did we have to understand the dynamics of the industry but also how the product itself is made from scratch,” said Nabeel Iftikhar.

“It’s like cooking. Everyone uses ingredients according to their individual taste, so even with the same recipe, the dish might taste different to different people.”

After hundreds of nights of discussions Nabeel & Aqeel signature fragrances were perfected by including high quality ingredients from Spain.

“As a designer, my biggest dream was to have my own perfume line. It is a crucial part of any good wardrobe” said Aqeel.

Collection and price

Priced at Rs 2,600 the collections for both genders are fresh and long lasting while each scent is distinctive and has a character of its own. The designers have managed to cater to different moods and personalities with a variation of strong and light fragrances very skillfully.

“I have made myself familiar with perfumery to the extent that whenever I hug a friend I can immediately tell which one he or she is wearing,” the designer said with a laugh.

With all the fragrances redolent of adventure and spice, the collection of five difference scents for men and women range from ravishing, elegant sensuality to heady, bohemian chic, provocative, opulent drama to cool and  masculine elegance according to Iftikhar who said the prices were kept low so they could get registered in the market first.

For men’s collections the names include Phantom, Inception, Monarch, Prestige while Rafia is the name of the women’s perfume.

Marketing challenges

The paradoxes of the marketing campaign, it seems, has been no different for the brand than those tied to other international brands.

“As much as we wanted the face of the perfume to be from Pakistan, we could not think of a single model or a celebrity to be perfect for the campaign. There was not a single male or female face that could be endorsed to represent the essence of the brand,” iftikhar said. “To attract crowds in all cosmopolitan cities abroad, the photo shoot was done outside Pakistan.”

The collection will be available at Nabeel and Aqeel stores in Lahore, Peshawar and Islamabad while leading perfume retailers will also be stocking the range.

The official launch of the collection of perfumes is scheduled for mid-December in Lahore, Aqeel confirmed.

Published in The Express Tribune, December 2^nd, 2013.