On December 4th, the Beauty Division at Al Mouyasser Distribution (our affiliate in Iraq) proudly brought a touch of Milan to Baghdad, celebrating the launch of ELIE SAAB's first-ever male fragrance, L'Homme. The event marked a significant step in reinforcing the brand's premium positioning in Iraq and strengthening its long-term growth trajectory.

More than 120 distinguished guests filled the venue, including 57 influencers, 38 retail partners, and key beauty KOLs. From the moment they arrived, guests were immersed in a world crafted around the essence of ELIE SAAB: refined, modern, and unmistakably elegant.

The experience unfolded through a series of premium touchpoints, while our partnerships elevated the night even further: BMW transported guests in style with their iconic 7 Series and X7 fleets, while Rotana Hotel hosted invitees traveling from Erbil and Basra.
With seamless coordination with Give Back Beauty, the team successfully recreated the ambiance of the ELIE SAAB L'Homme launch in Milan-respecting every brand detail and elevating the experience to international standards.

This activation not only strengthened our relationships with key retailers but also enhanced the brand's equity in the market. It set the stage for future initiatives across visibility, distribution, and category expansion, reaffirming our mission to deliver exceptional, world-class brand experiences in Iraq.