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Aramis Announces New Intuition Fragrance

Global Ambassador Dwyane Wade will face the new fragrance.

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By: Rachel Klemovitch

Assistant Editor

Estee Lauder Companies brand, Aramis, prepares to launch Intuition by Aramis, marking a new chapter for the legendary men’s fragrance brand. The scent will be available in August 2025. 

Dwyane Wade will serve as Global Ambassador and the face of Intuition by Aramis, having collaborated closely with the brand on the campaign storytelling and creative expression.

Justin Boxford, Global Brand President, Estée Lauder & Aramis, said, 

“We couldn’t be more excited to be announcing Intuition by Aramis with the incomparable Dwyane Wade. From family to fashion to philanthropy, Dwyane is a visionary and changemaker who is the epitome of modern masculinity. Through the reimagination of Aramis and the collaboration with Dwyane, we are able to honor the brand’s incredible heritage while tapping into new consumers in the rapidly growing men’s fragrance market.”

Intuition by Aramis is inspired by the idea of a new kind of masculinity – EQ as well as IQ; sensitivity as well as strength; purpose as well as power. 

Intuition by Aramis is a woody, green neo-fougère.

Wade is the embodiment of all these qualities, evolving from one of the most successful NBA shooting guards to a highly regarded multi-hyphenate: producer, philanthropist, advocate, and entrepreneur.

Wade’s inaugural Intuition campaign will debut across TV, print, digital, in-store, and OOH.

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