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L attafa brings Beyond Precious to TFWA World Exhibition & Conference – a floriental fruity feminine scent, built for the moment a woman becomes a bride and for every moment she returns to it afterwards. In travel retail, perfume already indexes meaningfully for gifting at around 29% of category purchases, and Middle East and Africa shoppers over-index on gifting tied to cultural celebrations. Beyond Precious is the first release positioned explicitly by occasion rather than by note family, a deliberate step toward an occasion-led architecture that lets a shopper navigate the range by the moment she is buying for, not by the pyramid on the back of the box. Beyond Precious is for the bride and the women around her: mothers, sisters, bridal parties, buying in the weeks before a wedding, often in transit, often looking for a gift that carries weight. She is not buying a signature; she is buying a marker for a day she intends to remember. The scent opening is intimate rather than loud. Bergamot and neroli lift, pear softens, and the composition settles into a jasmine and orange flower heart, smoothed by angelica into something airy Lattafa showcases Beyond Precious and Fahad fragrances and close to the skin. Tonka bean, vanilla and immortelle carry the drydown, warm, steady, quietly lasting. The peach coloured bottle, with a mirror finish lattice shell and silver/chrome accents, is finished with an ornate sphere cap. A celebratory packaging with reflective surfaces that read as ceremony and as something a traveller stops to pick up. Meanwhile, Fahad is for the bold, confident, modern and instinctive man. An Oriental Fougère built on power under control, Fahad opens with striking mandarin and black pepper revealing a tense, masculine core, with lavender and patchouli, unfolding into a fragrance full of contrasts that mirrors the Fahad man: bold, intense, and powerfully diffusive. As Lattafa grows its presence in travel retail, Fahad shows what a men’s line can hold in mood, occasion and character. An invitation to explore the wider universe, drive interest led by curiosity and recruit new users. The timing is not incidental. The male fragrance consumer has changed faster than any other in the category: men’s prestige fragrance has been outpacing women’s growth at close to twice the rate, 74% of male teens now wear fragrance daily against 66% of female teens and 35% of Gen Z men spend over $200 a year on scent, roughly double the share of Gen Z women. The single signature scent has given way to the fragrance wardrobe, worn by occasion rather than by identity. That is also how Lattafa is building the men’s category. Each launch is anchored to a real moment, the dinner, the meeting, the late evening, so a man can own several Lattafa scents rather than choose between them. RedVillage L10 Monday 28 September 2026 44 T F W A D A I L Y