Armani – Stronger With You Parfum
A true #fragtok sensation, Stronger With You dominated with a new Parfum-strength juice, and a new campaign to support. [PARA] To embody the powerful allure of STRONGER WITH YOU PARFUM, Emporio Armani unveiled a campaign starring a charismatic new global ambassador, actor Nicholas Galitzine. Dancing amidst his energetic crew to the strains of Underworld’s iconic 90’s track Born Slippy, the actor showcases the strength and freedom found in togetherness, as he is immersed in the warm cast of a vibrant party atmosphere. [PARA] Filmed in a setting reminiscent of the fragrance’s own amber hue, the film, directed by French duo The Blaze, captures both the scent’s intensity and the contagious energy of togetherness, echoing the exhilarating feeling of shared moments. [PARA] The juice itself intertwines our signature chestnut accord with a spicy and warm leathered vanilla. This smooth scent leaves an unforgettable impression, all captured in the signature STRONGER WITH YOU bottle. [PARA] Cécile Matton, who crafted all Stronger With You fragrances, says of this novelty: “The aromatic freshness of lavender is enhanced by vibrant spicy notes, while the chestnut takes on an intense leathery nuance, offering a trail that is both refined and magnetic.”
GISADA SWITZERLAND – Titanium
Gisada Titanium is a contemporary expression of strength and precision, inspired by the resilience of its namesake metal. Created by the Swiss fragrance house Gisada, the composition balances freshness and depth with clarity and elegance. [PARA] Bright citrus and aromatic notes open the fragrance, leading into a structured heart of warm spices and refined woods. The trail settles into a smooth, long-lasting base of amber and musk. [PARA] The spirit of Titanium is embodied by its ambassador Anthony Joshua, whose discipline, power, and understated confidence perfectly reflect the fragrance’s identity. Modern, confident, and enduring, Gisada Titanium leaves a lasting impression through strength with restraint.
Sabrina Carpenter Fragrances – Sweet Tooth Lemon Pie
Since its debut just over two years ago, Sabrina Carpenter’s Sweet Tooth collection has made a huge impact on the fragrance industry by redefining the celebrity fragrance category with Sabrina’s playful, inventive, & modern approach. From the first release, the collection has captivated fans with accessible & sophisticated fragrances. [PARA] Lemon Pie continues the delicious gourmand theme, by bringing a citrus-kissed twist as the newest treat in the range. It captures the joyful magic of a freshly baked pie by transforming the warmth & nostalgia of a sunlit kitchen into a modern gourmand fragrance which brings a fresh, uplifting energy whilst staying true to the collection’s signature creamy, edible allure. [PARA] An initial hit of instantly mouth-watering sparkling Italian bergamot, candied lemon zest, & sugar crystals continues to the heart of limoncello, fluffy meringue, & condensed milk, to create a smooth, whipped sweetness that feels both playful & indulgent. The dry-down of graham cracker crust, vanilla whipped cream, & tonka bean wraps the skin in a cozy, bakery-warm embrace. Lemon Pie is a worthy winner because it perfectly complements the Sweet Tooth collection by offering a lighter, zesty counterpoint, suitable to a large audience.
TOM FORD – Black Orchid Reserve Parfum
The quest for exceptional rarity. Black Orchid Reserve unites the scent of the original TOM FORD Black Orchid with a midnight-blooming Ghost Orchid accord in a powerful revelation that captures the pure intensity of two elusive blooms. [PARA] “The original Black Orchid achieved legendary status as it defined a new floral expression that was completely unexpected and unparalleled. Black Orchid Reserve is a celebration of the iconic classic fragrance and introduces a glamorous costar: the Ghost Orchid accord. We started by exploring deeper, darker tonalities of black and doubled the dosage of the signature Black Orchid accord. This amplified the note’s rich, elegant floral essence of fierce seduction. It is striking.” — Yann Vasnier, Master Perfumer [PARA] To set the stage for Black Orchid Reserve’s deeper, darker chypre floral dimension, TOM FORD’s signature Black Orchid accord is dialed up and amplified. An increased dosage of ylang ylang adds new luminosity, its sparkling floralcy flecked with effervescent timut pepper. A blackened roasted tonka note smolders in the background while a black truffle accord exudes an elegant earthiness. The rich woody quality of patchouli mingles with amber tones.
Aramis – Intuition
The crisp note of Grapefruit. A rush of Lavender scent. An earthy base of Vetiver. All wrapped in the velvety seduction of Cuirissima LXR, the exclusive Aramis leather essence. [PARA] A woody, green neo-fougère, this energizing men’s fragrance boosts feelings of energy with emotion-enhancing molecules. Fresh airy notes and an addictive leathery warmth mix with notes of Orris and Patchouli leaving a lasting trail. [PARA] 3 KEY NOTES: Grapefruit (Top), Lavender (Heart), Cuirissima LXR, exclusive Aramis Leather essence (Base) [PARA] In 1963, Aramis was created by Mrs. Estée Lauder, trailblazing entrepreneur and visionary founder of her eponymous cosmetics company, to be the most elegant men’s cologne in the world. Refined and distinctive, with a classic masculinity and sophistication that would transcend time. [PARA] Today, Aramis Fragrance is revitalized and reimagined for a new generation. More than 60 years later, leveraging the brand’s rich heritage and fragrance authority, Intuition by Aramis is inspired by the idea of a new kind of masculinity – EQ as well as IQ; sensitivity as well as strength; purpose as well as power.
Marc Jacobs – Daisy Wild Eau So Intense
The latest addition to the Daisy Marc Jacobs collection – Daisy Wild Eau So Intense. This bold fragrance invites you to embrace your wanderlust and explore the beauty of nature through a concentrated, captivating scent. [PARA] Inspired by the unique treasures and experiences hidden in nature, Daisy Wild Eau So Intense captures the allure of unexpected adventure. With radiant banana blossom, sensual jasmine and a warm amber base, Daisy Wild Eau So Intense is an ode to a vibrant, untamed spirit – all of which was brough to life in a footfall record breaking experiential activation in Covent Garden summer ’25. [PARA] Crafted by Givaudan perfumers Sonia Constant and Adraina Medina, Daisy Wild Eau So Intense delivers a unique olfactory experience. The playful banana blossom accord is enhanced by warmth of amber and luxurious depth of jasmine, creating a captivating scent. The top notes offer a vibrant opening, while the base brings a comforting, long lasting glow. [PARA] The Daisy Wild Eau So Intense bottle introduces a colourful wildflower bouquet, bringing together degrade shades of orange, pink, blue, green and purple. Playful flower stems add a whimsical touch, while the juice, deeper in tone than the original Daisy Wild, reflects the intensified[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Marc-Jacobs-DAISY-WILD-EAU-SO-INTENSE-FF-Best-Activation-supporting-document.pdf]
Carolina Herrera – La Bomba
Carolina Herrera’s La Bomba stands out as the consumer choice and ultimate prestige fragrance of 2025 thanks to its undeniable launch impact and broad emotional appeal. Celebrating boldness, joy and unapologetic self expression, the scent has connected with a diverse audience. [PARA] Its high energy composition opens with vibrant pitaya, moves into an explosive heart of cherry peony and frangipani, and settles into warm solar vanilla, creating a magnetic trail. La Bomba captures the spirit of the modern woman, luminous, dynamic and unforgettable. [PARA] Its fruity floral structure feels both innovative and unmistakably Herrera, balancing exotic freshness with floral intensity and a radiant, long lasting base. This harmony of craftsmanship, originality and emotional storytelling has made it one of the most sought after fragrances of the year. [PARA] With its striking identity, addictive scent profile and empowering message of authenticity, La Bomba has won consumer loyalty and firmly positioned Carolina Herrera at the forefront of prestige perfumery in 2025.[LINK:https://thefragrancefoundationukawards.org.uk/wp-content/uploads/2026/02/Carolina-Herrera-La-Bomba-Best-Activation.pptx]
Cerruti – Vivo 1881
Cerruti VIVO marks a bold new chapter for Cerruti 1881, born from a breakthrough idea that feels unmistakably relevant to today. At its heart, VIVO introduces a vibrant amber fougère crafted to appeal to a younger generation. Its name, meaning “alive” in Italian, is translated into eighteen languages across the bottle, celebrating the diversity and cultural richness of the modern world we live in. [PARA] The fragrance opens with an energetic hit of crisp apple and zesty ginger, lifted by fresh cardamom and pink pepper for an immediate sense of vitality and movement. The heart reveals an unexpected blend of rum and sesame absolute, adding depth, texture and personality, softened by the warm, aromatic nuances of tagetes. [PARA] As the scent settles, Haitian vetiver, saffron and ambroxan come together to deliver a confident, sensual trail that lasts on the skin. VIVO comes in an innovative, tactile bottle where interaction is central to the experience: by aligning the vertical V with the iconic 1881, customers quite literally break the code to access the fragrance. Finished with a brushed steel blue cap and a flash of neon orange gloss, the design feels bold, striking and subversive, overall.