Aramis, the men’s fragrance brand under the Estée Lauder Companies, has announced the launch of its newest scent, Intuition by Aramis..
The fragrance launch introduces former National Basketball Association (NBA) player and entrepreneur Dwyane Wade as the brand’s Global Ambassador and the face of the new campaign.
Intuition by Aramis is scheduled to debut globally in August 2025.
Established in 1963, Aramis was the first prestige men’s fragrance brand in the US.
The new launch is positioned as a modern evolution of the brand’s legacy.
Intuition is described as a woody, green neo-fougère inspired by a “new kind of masculinity”, which the brand said “emphasises emotional intelligence and authenticity alongside traditional masculine traits”.
Wade, who has built a post-basketball career spanning business, media and philanthropy, collaborated with Aramis on the campaign’s creative direction.
“Fragrance is all about how you present yourself to the world,” Wade said in a statement.
“Aramis is a brand that aligns with my values, and Intuition reflects modern masculinity and confidence.”
Justin Boxford, Global Brand President of Estée Lauder Companies and Aramis, said the partnership with Wade supports the brand’s efforts to reach a broader consumer base in the growing men’s fragrance market.
“Through the reimagination of Aramis and the collaboration with Dwyane, we are able to honour the brand’s heritage while connecting with new audiences,” he said.
Intuition by Aramis will be available at select global retailers in two sizes: 50ml and 100ml.
The campaign will include TV, print, digital, in-store and out-of-home media channels.
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