Behind the scenes
Lattafa trumps Versace as Arabian fragrance trend wafts over Europe
by Alex Hämmerli
This is the most popular perfume brand on Galaxus
12.9.2024
Translation: Eva Francis
Lattafa’s the perfume brand of the moment. The Arab brand’s creations are selling like hot cakes on Galaxus. Here are their top 10 best-selling fragrances from our range.
They’re heavy, intense and incredibly popular: Arabic perfumes are dominating the beauty trends on social media and are selling fast on Galaxus. My colleague Alex Hämmerli wrote about the extent of the hype and how it came about:
The most popular brand is Lattafa Perfumes. Based in the United Arab Emirates, Lattafa Perfumes offer oriental fragrances heavier than those from Western brands. As a result, they last longer on skin and clothing and have a stronger projection and sillage. This seems to be popular, especially with young people. According to Alex, 36 per cent of our Arabic fragrance buyers are younger than 25. This surprises me, as heavy fragrances have an old-fashioned image in Switzerland. Not any more, as it seems. Lattafa’s products are affordable and imitate popular fragrances, which probably makes them all the more popular.
Our top 10 of Lattafa Perfumes
I haven’t smelled a Lattafa fragrance yet, but I’m curious to do so. That’s why I asked our Category Business Manager Linh Hwa to compile a list of the ten best-selling Lattafa fragrances in descending order. Here you go:
Great expectations, great disappointment?
The fragrance named Yara tops the best-seller list. So, I buy it. My first impression: although it’s made of plastic, the bottle’s heavier than some of my nicest glass flacons. Its design looks extremely (!) cheap and isn’t practical at all. As I try to remove the bulky lid, I accidentally strip the silver belt element from the bottle. Is that supposed to come off so easily? Oh well, at least I can remove it this way and the bottle looks a bit slimmer. Unfortunately, this doesn’t make the triangular bottle any easier to grip.
If I knock against it or put the lid on and off (if it works), the body of the bottle vibrates as if there were a spring built into it. And yet, at that price, I can overlook questionable design decisions as long as I like what’s inside the flacon.
So let’s move on to the actual fragrance. Yara’s an amber-vanilla fragrance for women with top notes of orchid, heliotrope and tangerine. The heart notes consist of a gourmand accord and tropical fruits; the base is shaped by vanilla, musk and sandalwood. Overall, the fragrance reminds me of a lazy reinterpretation of Campino’s strawberry and cream sweets. Remember those hard sweets with the red and white spiral pattern on them? The scent overwhelms me – unfortunately. Malicious gossip has it that it smells like Burberry’s Her Elixir. In my opinion, the two can’t be compared. I wouldn’t want to wear Yara.
So what does that say about my liking for Lattafa Perfumes? Of course, it’s impossible to make a judgment based on just one fragrance. Their top-seller might’ve just been an unlucky choice for me. Nevertheless, I’ll keep my hands off such heavyweights for the time being and leave them to those who like them.
Do you have a favourite Lattafa fragrance? Let me know which one you like!
Header image: Natalie Hemengül
Natalie Hemengül
Senior Editor
Natalie.Hemenguel@digitecgalaxus.chAs a massive Disney fan, I see the world through rose-tinted glasses. I worship series from the 90s and consider mermaids a religion. When I’m not dancing in glitter rain, I’m either hanging out at pyjama parties or sitting at my make-up table. P.S. I love you, bacon, garlic and onions.
Beauty
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