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SHAH ALAM - As demand for longer-lasting fragrances continues to grow among Malaysian consumers, personal care brands Romano and Enchanteur Luxe have entered the premium perfume segment with the launch of their first-ever Elixir de Parfum collections.
The launch marks both brands' move into a higher-concentration fragrance category, offering perfumes formulated to last for up to 24 hours while remaining competitively priced for the mass market.
Developed by internationally renowned perfumers using premium ingredients, the collections are positioned as an accessible alternative to luxury fragrances, combining higher perfume concentration with long-lasting performance.
Marketing and E-Commerce Director for Romano and Enchanteur brands, Saki Goh, said fragrance has evolved beyond being a personal accessory to becoming an expression of confidence and identity.
"Perfume has the power to transform how we feel and how others remember us. With Romano Elixir and Enchanteur Luxe Elixir, we wanted to create that unforgettable feeling of walking into a room with confidence, owning the moment and leaving a lasting impression.
"These collections bring together world-class perfume mastery, exceptional performance and accessible luxury in a way we believe Malaysian consumers will love," she said during the launch.
The launch comes amid rising consumer preference for richer, more concentrated fragrances that offer greater longevity throughout the day.
Symrise Head of Marketing for Southeast Asia Oceania and South Korea, Maëlys Bancel, said highly concentrated formats such as Elixir de Parfum have gained popularity as consumers increasingly seek fragrances that remain noticeable from morning until night.
French perfumer Florent Di Marino of Symrise, who created both collections, said the fragrances were carefully crafted to balance intensity, sophistication and longevity while maintaining broad consumer appeal.
Beyond performance, both collections underwent stringent safety assessments and comply with standards set by the International Fragrance Association (IFRA).
The perfumes were unveiled during a black-and-gold themed launch inspired by the game of chess, reflecting the themes of confidence, strategy and elegance.
Guests entered through a "King and Queen" Glambot experience before participating in perfume discovery sessions, bespoke leather and charm workshops, a runway presentation and live musical performances.
For men, Romano Elixir de Parfum is available in Grandiose Intenso and Invicto.
Grandiose Intenso combines grapefruit and bergamot with oud, caramel, leather and sandalwood, while Invicto features bergamot, lemon, lavender, violet leaf, leather and amber.
Enchanteur Luxe Elixir de Parfum, meanwhile, introduces two feminine fragrances – Aurélie and D'or Intense.
Aurélie blends Madagascar mandarin, frangipani, amber accord and vanilla, while D'or Intense combines lychee, rose, white musk and Cashmeran oak.
Both Romano Elixir de Parfum and Enchanteur Luxe Elixir de Parfum retail at RM79.90 and are available at Watsons, Guardian, TikTok Shop, Shopee and Lazada.
