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Summer 2026 has brought an undeniable craving for the coast, that effortless transition into sunny holidays, relaxed beachside afternoons and the laid-back luxury of everyday summer living. It is a feeling found as much in the crisp snap of fresh linen during a weekend stroll as it is in a sun-bleached day by the shore. Embracing this spirit of casual elegance, Rasasi Perfumes 1979 has officially launched its highly curated Coastal Cool Summer campaign. 
Rasasi’s latest curation invites fragrance lovers to bottle their most vivid summer memories and elevate their holiday style through scent. A fragrance can become a personal time capsule, carrying the freshness of the seaside, the warmth of a coastal breeze and the carefree spirit of a summer escape. The campaign showcases a vibrant collection of airy marine and sparkling citrus compositions designed as companions for travel and everyday wear. At the heart of the campaign, however, lies a landmark moment for one of the brand’s most celebrated fragrance lines.
The Milestone: 10 Years of Hawas (Part 1)
This year marks the tenth anniversary of the iconic Hawas collection, a fragrance DNA that has become synonymous with warm weather perfumery over the past decade. To celebrate the milestone, Rasasi has unveiled 10th Anniversary: Part 1, introducing one of its most anticipated launches in collaboration with fragrance authority FBFragrances.
The centrepiece of the celebration is Hawas Sapphire (FBFragrances Edition), an elevated tropical marine fragrance crafted over more than a year of meticulous development.
Introducing Hawas Sapphire
Designed as an upscale interpretation of the tropical marine fragrance family, Hawas Sapphire captures the essence of a luxurious summer escape.
The fragrance opens with an energetic burst of guava and blackcurrant, creating a bright, juicy introduction reminiscent of a refreshing drink enjoyed beside the sea. At its heart, orange blossom blends with the creamy warmth of sandalwood, before settling into a lasting base of ambergris and musk, leaving behind a fresh yet sophisticated trail that carries effortlessly from day into evening.
The Global Journey: A Three-Month Tour
The Coastal Cool Summer campaign will continue with an exclusive three-month international tour, bringing Hawas Sapphire to fragrance enthusiasts across major cities worldwide.
The immersive experience offers consumers and fragrance communities the opportunity to discover the new creation firsthand while experiencing its performance in real-world summer conditions. More than a fragrance launch, the tour forms the first chapter of Rasasi’s anniversary celebration.
While Hawas Sapphire takes centre stage throughout the global journey, the brand has hinted that the campaign will culminate at a yet-to-be-disclosed destination where Part 2 of the Hawas 10th Anniversary celebration will finally be revealed.
With Coastal Cool Summer, Rasasi combines the freshness of the season with the legacy of one of its most recognised fragrance collections, inviting fragrance lovers to discover a new expression of summer while anticipating the next chapter in the Hawas story.
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