Ghawali, a Chalhoub Group brand focusing on developing oriental niche scents, launched its new fragrance “9PM in Saudi” at its flagship store in Riyadh. Launched ahead of KSA National Day and in line with the brand’s efforts to support and empower local talent, 9PM in Saudi was launched in partnership with numerous local photographers, designers, and artists, with the latest scent celebrating Saudi Arabia’s dynamic culture and the local community during their busiest time of day.To empower local talent, Ghawali collaborated with numerous young Saudis including local photographer, Designless, who shot the overall 9PM in Saudi fragrance campaign, Saudi designer, PROUD Angeles, who created the fragrance’s capsule collection, and Saudi 4D artist, Amr Khaled, who did an original Instagram Reel for Saudi National Day.Forat Al Haider, Head of Beauty Innovation at Chalhoub Group, said: “We are proud to launch Ghawali’s new fragrance, 9PM in Saudi, which is a sensorial ode and celebration of Saudi culture and testament to the brand’s unwavering dedication to empowering local Saudi talent. This collaborative initiative epitomises a community-driven endeavour where we have created a platform for local creatives to showcase their work while paying homage to the Kingdom’s ambiance. The scent, a sensorial innovation, starts with sophisticated lychee as a top note, sitting above an umbrella of incense which contains two high-end versions of oud. Ghawali’s 9PM in Saudi fragrance encapsulates the soul, vibe and mood of Saudi Arabia while proudly fostering the growth and prominence of homegrown talents.”The launch of Ghawali’s latest 9PM in Saudi fragrance took place across an exclusive two-day event with VIPs, key customers, and leading media invited to discover the new scent and meet the capsule collection designer. Attendees also had the opportunity to have a one-on-one session with the brand’s creative director who delved into the capitvating story behind the perfume and its carefully selected ingredients.