Aramis is a division of Estee Lauder which was launched in 1964 to
focus specifically on fragrances and grooming products for men. Named
after a character in the Alexandre Dumas classic, “The Three
Musketeers”, the original Aramis men’s cologne was launched
simultaneously with the brand and was intended to be a high end
fragrance marketed to the mature and wealthy set. Aramis 900, Aramis
Devin and JHL were also of the same class and it was not until the mid
1980s with increasing pressure from the younger and sexier appealing
brands such as Calvin Klein and L’Oreal did they launch a line with the
younger audience specifically in mind. Though their New West line was
successful, it failed to help Aramis reclaim their position at the top
as the brand was still viewed very much as the choice of older
Over the next few years Aramis continued to produce new colognes such
as Tuscany and Havana and in 1995 found success in a licensed
fragrance, Tommy, for Tommy Hilfiger which became the best selling
men’s fragrance of that year. Tommy Girl and Freedom were also hits for
Aramis and Hilfiger and then later Happy for Men, a fragrance produced
for their sister company, Clinique.
||115 x 66 x 45mm (L x W x H)
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