The Spirit of Dubai
Launching a Tribute to Dubai to the World
THE BRIEF
The Spirit of Dubai Parfums by Nabeel engaged Atteline to lead the global launch of SHUMUKH, the “world’s most expensive perfume”, valued at AED 4.7 million (US$1.3 million). Atteline’s main KPI was for PR launch activity to lead to the sale of at least one bottle of SHUMUKH perfume.
THE DELIVERY
SHUMUKH’s launch campaign saw Atteline drive a full scope PR strategy encompassing private events, celebrity co-hosting, strategic partnerships, media relations, media buying, influencer engagement, social media and awards.
Set with 3,571 sparkling diamonds, 2.5kg of gold and standing 2 metres tall, the ultra-luxury fragrance was revealed at a private ‘house warming’ showcase co-hosted with a regional billionaire businessman and social media personality, Saygin Yalcin, at his new Dubai villa. In the presence of 40 hand-selected UHNW guests, SHUMUKH was presented to Yalcin’s friends, family and associates as an opportunity to purchase the first piece.
The fragrance was then officially launched with a spectacular 500-guest gala dinner at Dubai’s Armani Hotel at the Burj Khalifa, in partnership with ITP, UHNW co-hosts, the most notable and sought after names in town and celebrity co-host Caroline Stabdbury, before making its public debut in an exclusive three week showcase at The Dubai Mall, as part of its Art Plus initiative. In addition to widespread national and international media coverage, key influencers engaged throughout the showcase included Rashed Bel Hasa, Anas Bukhash, Taim Al Falasi, Tamara Jamal and Noha Nabil. The piece was also submitted for several Guinness World Record award categories.
THE OUTCOME
Following three sales of the historic fragrance within 48 hours of its global reveal in Dubai, led by Atteline, the agency was approached by the Client to lead SHUMUKH’s United Kingdom debut and subsequent global tour. The piece was also awarded three Guinness World Records, including ‘Most expensive perfume ever sold in a private sale’, ‘Most diamonds set on a perfume bottle’, and ‘Tallest remote controlled (RC) fragrance spray product’.