Times and choices change but youthful exuberance always takes a centre stage

Generations, like people, have personalities. This is increasingly becoming true of today’s youth. The young local populations of GCC countries are forging a unique identity that is an interesting mix of tradition and modernity, heritage and ambition, values along with the spirit of adventure, experimentation and openness to change. 

The confidence to sport a unique identity is stemming from many factors like greater connect with inner self, geographical mobility, exposure to external cultures and influences, good education, financial security and a hope for bright future brought by the belief in the national leadership. 

The quest for a unique self-expression is finding an increasing vent through multiple modes – be it through the social media, customization of gadgets, automobiles or simply fashion. Three-quarters have created a profile on a social networking site. One-in-five have posted a video of themselves online.  The interesting part is also the fact that today’s youth possess the desire to blaze their trail. 

They are much more confident and in control of their career paths and quite decisive on the choices, likes and dislikes.The youth of today is on course to become the most educated generation which out-rightly rejects the one-size-fits-all philosophy. Customization is surely the name of the game. 

This assumes great significance in GCC which is among the youngest regions in the world with nearly 40% of the population below age 30. No wonder that global brands straddling varied industries are competing to get a share of this young, dynamic and very modern market segment. 

This naturally offers a huge opportunity for an indigenous company such as Rasasi Perfumes, a very well loved Oriental perfume brand in the Middle East. Rasasi has tapped the love for tradition, the pride in Khaleeji  identity, culture and values and blended it with the sheer ambition of Arab youth that is forging a unique identity and future for peoples and nations. 

Through its new offering, Rumz Al Rasasi 9325, the company is capturing the magnetism, elegance and adventure – a unique sense of identity that the GCC and Arab youth are embracing, as they collectively forge new individualistic and national identities, in the changing world that is at once reflective of a sense of past while simultaneously very modern. 

Rumz Al Rasasi series perfectly epitomizes individuality and an undeniable sense of unique self-expression. First of the animal trilogy, Rumz Al Rasasi 9325 reflects the philosophy of being true to self and capturing and coding the essence of one’s personality through the twists and turns of life. The perfumes uses the unique personality of Zebra as an inspiration, and the 9325 translating into ZEAL on a telephone dial symbolizes the energy and spirit of youth. 

Salim Kalsekar, Managing Director, Rasasi Perfumes, says: “As a company that has turned the Arab traditions of perfumery into a perfect art, we are completely clued to the tastes of our customers. Today’s young generation has highly evolved tastes and preferences and they always want something unique. Rumz Al Rasasi series is represents high quality fragrances which areh modern, fashionable and with a very international look and feel while still retaining the rich heritage and world famous mystique of Arabian perfumery.”

Rumz Al Rasasi 9325 perfectly captures the fusion of freshness with a floral touch and a sensual woody finish. It’s notes, ranging from Bergamot, Melon, Pineapple to Plums, cascading down to Lily of the Valley, Freesia and Jasmine and then to Leather, Oak Moss, Patchouli and White Musk has something to suit every individual. 

In short, fragrances like Rumz Al Rasasi epitomize the essence of today’s modern, fashionable and urban youth who want everything customized to suit their individual need states. In line with the need of the hour – individuality, this product offers a personalized code and identity for today’s youth, as unique as their personality, exuberance and signature!