Amouage - the most valuable perfume in the world - launches new fragrance

Dia, meaning "Day" in Spanish and "Brightness" in Arabic comes from the house of Amouage, and is a unique fusion of French sophistication and Arabic exoticism, a blend of east and west in the strongest traditions of fine fragrance. Dia has been developed to complement the Amouage range as a lighter, more cosmopolitan fragrance that is the perfect complement to the exquisite Amouage Gold.

"Amouage promotes its fragrances as 'the most valuable in the world' and the company is now extending its range to include new more contemporary fragrances such as Dia which are designed to attract new clientele yet still appeal to existing customers." commented Chandra Lahiri, Managing Director for Amouage "The addition of Dia to our range will appeal to a wider audience and will cover a wider distribution network throughout the UAE, Saudi Arabia, the Gulf and Europe "

Dia complements the Amouage range of fine fragrances that include Amouage Gold for men and ladies and Amouage Cristal, also for both men and ladies. Like the rest of the range Dia will also be packaged according to the company formula by using rich designs of hand produced flasks with Omani khanjars (ceremonial daggers), traditional silver craft and luxurious gold flacons. Dia will be presented in 24% French lead crystal bottles with fashionable 24 carat pink gold decoration designed to reflect the colour of perfume. Dia will also be the first perfume of the range to launch the new corporate colours of black and gold in its packaging.

As part of the launch of this new fragrance Amouage have appointed the famous Ms. Puri from MTV to be the face for the new Dia fragrance reflecting the personality of the fragrance.

The success of Amouage is due to HE Sayyid Hamed bin Hamood a member of the Omani Royal line, whose first fragrance, the original Amouage, was created as the most valuable perfume in the world. Ever since the company's mission has been to maintain this standard of excellence throughout its products and activities. Amouage is dedicated to producing perfume of the highest quality, drawing upon centuries of Omani expertise in fragrance production and reflecting the traditions of an ancient civilization.