About Aramis
The original Aramis men’s fragrance, launched simultaneously with the brand name, was an earthy mixture of spice, sandalwood, leather, moss and clover. A high-end fragrance, it was marketed to a mature and wealthy audience, as were Aramis 900, launched in 1973, Aramis Devin of 1978 and JHL, launched in the early 80s. An important shift in branding was made by Aramis president Byron Donics in the mid-80s with the launch of New West, a brisk, ocean-inspired line of products aimed at a younger audience. Donics hoped that the new line would help combat Aramis’ losses to the youthful sex appeal of lines like Calvin Klein’s Obsession and L’Oreal’s Drakkar Noir. Although the line was successful, it failed to regain Aramis’ previous status at the forefront of men’s fragrance.
