Amouage has installed an immersive caterpillar activation at Muscat International Airport to promote Love Hibiscus, the latest addition to its Secret Garden Collection, taking the fragrance from Oman to the rest of the world through the airport’s duty free retail environment. The activation builds on Amouage’s history of creating experiential campaigns at its flagship Muscat airport location.
Love Hibiscus Launch
Created by perfumer Jérome Epinette, Love Hibiscus was launched in March 2026 as the fifth fragrance in the Secret Garden Collection. The perfume pairs the tart, berry like, herbaceous notes of hibiscus, a flower prominently featured in the Omani landscape, with a Salted Caramel accord inspired by sugar coated palmiers from Chief Creative Officer Renaud Salmon’s childhood.
Renaud Salmon said, “Living in Oman, I am fortunate to be surrounded by a beautiful range of flowers. One of the most commonly-seen blooms here are Hibiscus, with their unmistakable, brightly-coloured, almost crepe paper-like petals. It occurred to me that as they’re such a prominent part of the Omani landscape, they ought to be invited into our Secret Garden… It was clear to me that the Hibiscus element of the perfume would have to be absolutely uncompromising. It would have to encompass all the facets – including the more challenging ones – that make the smell of the flower special and unique. By extension, I also realised that the perfume’s gourmand note would have to be equally assertive.”
Fragrance Composition
The perfume ingeniously presents both key ideas in parallel from the start. The hibiscus note is unmistakable, tart, berry like, herbaceous, and slightly earthy, while the Salted Caramel accord is sweet, buttery, creamy, and appetizingly caramelized. Passion Fruit bridges the gap with a sharp facet connecting to hibiscus and a sweeter aspect linking to the caramel accord. Frankincense, possessing a smooth, luminous, woody profile, harmonizes the opposing ends, while Sandalwood, Cypriol, and Vanilla bring depth and sensuality.
Secret Garden Collection
Love Hibiscus joins four existing Secret Garden perfumes, each pairing a floral note with a gourmand facet to explore expressions of contemporary femininity. The collection includes Lilac Love (Cocoa Bean with Lilac), Blossom Love (Amaretto and Cherry Blossom), Love Tuberose (Chantilly Cream with Tuberose), and Love Delight (Heliotrope with honey-glazed Middle Eastern sweets). The flacon features a striking shade of hibiscus red with a special ceramic treatment creating a peach skin texture.
Airport Retail Strategy
Amouage reopened its 100 square meter flagship boutique at Muscat International Airport in January 2024 following an extensive three month redevelopment. The store features curved digital displays and spotlights on Amouage’s three core ingredients: Frankincense, Rock Rose, and Ambergris, displayed in natural form. The airport has become a key experiential platform for Amouage, with previous takeovers including the OPUS XVI Timber launch during Omani National Day in November 2025.
