Sawai Fragrances launches its first D2C brand – ‘EZE’ Fine Luxury Perfumes

EZE Fine Perfumes, the latest in line in Fine luxury perfume was launched amidst much fanfare today. Sawai Fragrances, the company behind this new range of fragrances enjoys a rich legacy as a perfumer, manufacturer and supplier of essential oils and fragrances to leading names around the world.

The homegrown Indian perfume brand which targets the new generation, marks Sawai’s foray into the B2C space in the perfume industry under its new marketing vertical, Incredible Indriya. The Eze brand launch saw high-powered attendance from the city, which included the who’s who from the world of beauty and fashion. They were taken through the new range of perfumes, The Eze musical, the campaign film, a specially composed rap song and an enthralling dance performance.

Eze takes its inspiration from an Igbo word in Nigeria, which means ‘king’.  The letter ‘e’ in the name inspires the circular design of the bold-coloured bottles with its glass base and an ABS click-on cap. It comprises a range of 8 fragrances – 3 for men, 3 for women and 2 in the unisex category.

Pushkar Jain, CEO and Perfumer, Sawai Fragrances, says, “With a rich legacy of over 6 decades, Sawai Fragrances has carved a niche for itself in the world of perfumery as a designer & manufacturer of essential oils and fragrant elements. With our foray into the B2C segment, Eze fine perfumes is a culmination of three generations dedicating their lives to the development of perfumes. As firm proponents of the Made in India initiative, we are giving the country its own home-grown perfume brand. What fuels this passion is our aim to put the country on the world map as a fragrance force to reckon with.”

He further adds, “At Eze, we don’t create fragrances just to make you smell good. We fashion them to transform your world. It’s not just a range of perfumes, it’s an encounter that makes life more fun and exciting. It is also the most intimate way of sharing a little bit of your innermost thoughts and persona through a carefully curated selection. The balance of these mild fragrances do not aim to dominate, but ensure that your presence is always felt through its lingering notes.”

Kanishka Jain, Director, Incredible Indriya, says, “The Indian fragrance market is dominated by deodorants, which helps mask body odour but are not ideal for social occasions. This turned out to be a great opportunity, to introduce the young generation to an exciting and proudly home-grown perfume that delivers a world-class fragrance experience. We are confident that Eze will resonate with our young audience and will be savoured as everyday wear.”

She further added, “Our perfumes have been curated in such a way that it allows the young consumers to make a signature statement about their unique persona, to express their Eze, their distinct uniqueness as they navigate through the many facets of their lives.”

The campaign for the new perfume brand is unique as it features real-life heroes and achievers. The theme, #ExpressYourEze that drives the campaign, taps into the young generation’s need to express their individuality.

Eze Perfumes will be available online on www.Ezeperfumes.com, in e-marketplaces (Amazon, Flipkart) and soon in stores for Rs 1395 (75ml), Rs 695 (30ml), Rs 495 (a discovery box of 4 vials of 3ml) and Rs 1895 (a gift box of 4 sets of 30ml bottles).

Sawai Fragrances was founded in 1965 by Sawailal Jain who set up the first hydro-distillation plant for the production of natural attars, in the perfume capital of India, Kannauj. The company continued to expand as a manufacturer of essential oils and perfume sprays under Prabhat Chandra Jain. Pushkar Jain, the third-generation perfumer, has played a pivotal role in making it a modern perfume house with in-house manufacturing, bottling and packaging solutions and taking it across the globe.