Syahirah launches new 24-hour Eau De Parfum collection with six Halal-certified scents for self-expression.
MALAYSIAN fragrance brand Syahirah has launched a new Eau De Parfum collection in collaboration with Watsons Malaysia, unveiled at MyTOWN KL as part of its latest campaign, “Syahirah Aura On.”
The release marks a significant repositioning effort for the brand, with a sharper focus on younger consumers and self-expression through scent.
The collection features six fragrances categorised into two distinct themes—“World Wanderlust” and “Soft Rebellion”—each designed to reflect diverse moods and personal styles.
The perfumes are formulated for extended wear of up to 24 hours, aiming to provide consistent all-day performance.
The range is positioned as a versatile option for individuals seeking scents that align with varying personalities, from subtle undertones to more assertive profiles.
Syahirah confirmed that its fragrances are developed using ingredients approved by the International Fragrance Association (IFRA) and are Halal-certified, addressing the increasing consumer demand for transparency and product assurance within the beauty sector.
The “Aura On” campaign serves as the central concept behind the launch, encouraging consumers to embrace their individuality and express themselves with confidence.
To reinforce this refreshed identity and resonate with a younger demographic, the brand has also introduced a new campaign jingle.
Speaking at the launch, Jay Aquino stated that the new collection is intended to transcend traditional fragrance by connecting with modern lifestyle trends.
He stated that the campaign emphasises personal expression, with each scent meticulously designed to suit different moods while maintaining high performance.
The event also featured the introduction of Aufahanie as Syahirah’s latest brand ambassador, further highlighting the brand’s shift toward a more contemporary and expressive image.
The new Syahirah Eau De Parfum collection is now available at Watsons outlets nationwide, as well as through its online store.
