Zohoor Alreef, a fast-growing fragrance and skincare retailer in the region, has launched Aladina, a new fragrance for women.

Aladina is the first among a series of new perfumes to be launched in 2012. Zohoor Alreef encourages its customers to think of fragrances as distinct personalities and describe the new fragrance as ‘sensual, romantic and feminine’.

The company has adopted an innovative strategy by adopting social media as the main element in an integrated Aladina launch campaign.

The launch involves an activation titled “Love Aladina” with a photo booth setup at Bahrain City Centre from February 23 to 25.

Customers will be encouraged to take a picture of themselves with their partner or friend, which will be uploaded on Zohoor Alreef’s Aladina page on Facebook.

The aim of the brand is to influence customers at a one-to-one level, and bring to life the brand philosophy of offering products that match the personality of individual customers, the company said.

Zohoor Alreef made its presence in Bahrain over a year ago.  The Al Hindi Holding Company in Saudi Arabia founded the end-to-end vertically integrated retail business from humble beginnings in 1991, adding a French manufacturing resource along the way.

Speaking about the 20-year journey, Faisal Al Khaldi, one of the two brothers who started the company, said: “Staying true to our core values, Zohoor Alreef has combined culture with commerce to create a new and exciting business built around the question ‘Wًًhat fragrance are you?’ This is reflected in brand’s proposition – ‘the fragrance that’s right for you.’”

Adding a new dimension to the original division is an international management team, headed by Jeremy Johnston, chief executive officer. The contemporary Zohoor Alreef delivers its fragrances via three product channels – traditional perfume oils, exclusive French-made off-the-shelf perfumes, and a range of high quality Le Verger Shop top-to-toe bodycare products.

Johnston said: “The winning combination of products gives Zohoor Alreef a broad appeal, bringing together generations and cultures, and giving everybody the opportunity to express themselves through fragrance.”

Zohoor Alreef has recorded consistent growth of 30 per cent year after year and has over 200 branches and franchises across the GCC, with plans to explore global retailing in 2012, he said. – TradeArabia News Service