Kenz de Rasasi revealed its new men's fragrance, Hawas FROST, on the Burj Khalifa on 6 November, days after launching it in Nepal's Everest region at 5,170 metres. That launch earned the Dubai fragrance house a Guinness World Records title for the highest-altitude perfume product launch event.

Hawas FROST is the newest scent in the Beyond Hawas collection. It opens with lemon, peppermint and pear, moves into marine notes, lily of the valley, lavandin, rose and cyclamen, and settles on amber, woods and musk. With a fragrance oil concentration of about 30 to 35%, it is said to last more than ten hours. The hand-polished flint glass bottle has a matte frost gradient and comes in an FSC-certified box with a recyclable sleeve, and the scent is sold across the GCC, India, the UK, Europe, the USA, Latin America and Southeast Asia.

Twelve-time Everest summiteer Nima Tenji Sherpa carried the first bottle to the Nepal launch site on 2 November. In Dubai, a one-minute animation ran on the Burj Khalifa façade at 9:50pm, watched by about 200 guests at Address Dubai Mall. "We come from Dubai, where we learned to aim higher and do it faster," said Ismail Anis, Vice Chairman of AAR Group and Co-founder of Kenz de Rasasi.

The first bottle, "Carry No. 001", was auctioned for Dh260,000, and the money went to Dubai Cares. "We are deeply grateful to Kenz de Rasasi for choosing to mark this extraordinary occasion with generosity and purpose," said Dalal Al Sharhan, Senior Manager, Partnerships at Dubai Cares.

Kenz de Rasasi comes from the family behind Rasasi Perfumes, owned by AAR Group Chairman Anis Abdul Razzak. It launched at Beautyworld Middle East on 6 October with eight collections.

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