Gabrielle Shaw Communications are delighted to welcome new client, Ajmal Perfumes to its luxury beauty
practice. Crafting exquisite perfumes for over seven decades, Ajmal is the pre-eminent authority of fragrance in the Middle East. GSC has been selected to lead the Dubai-based perfumers’ brand positioning, roadmap planning for UK launch and 360 PR and strategic communications across trade and consumer media.

Regarded by the global fragrance industry as one of the world’s leading authorities in Oud and Oud oil, and
innovators in Oriental and Western fragrances, Ajmal cultivates its own oud and other rare and fine perfume ingredients in its historic brand home of Assam, India. Communications will focus on the Privé collection, which will be exclusively available in select European territories and targeted at the super premium perfume market. Committed to producing the purest formulations and new innovations in fragrance, the Privé Collection is the ultimate expression of seventy years of Ajmal’s heritage, craftsmanship and expertise.

The agency will work closely with CEO Abdulla Ajmal to build the brand in the UK. “I am thrilled to be working with Gabrielle Shaw Communications on this exciting new phase for Ajmal. Their expertise in translating overseas brand for a UK luxury market, deep beauty retail sector understanding, and holistic brand communications approach positions them as the perfect partner to support Ajmal’s UK launch” said Abdulla.

We are thrilled to be working with Katie Brindle, who will be joining our roster of female founders, and her brands Hayo’u and Hayo’uFit.

Katie Brindle is an acclaimed Chinese medicine practitioner and best-selling author who founded Hayo’u to make the immense power of self-care, self-healing, and preventative health available to a wide audience.

Hayo’u distils the remarkable holistic philosophy of Chinese medicine into straightforward but effective self-care techniques and products, such as Gua Sha, which can be experienced in easy, one-minute daily rituals.

Following Hayo’u’s success, Katie launched Hayo’uFit in the summer of 2020 after the pandemic hit, offering Qi Gong classes via an app and on Instagram live for all levels of fitness. This ancient technique encourages people to recognise the connection between their attitudes, emotions and physical wellbeing.

These brands are especially relevant since the onset of the pandemic, and Katie’s vision of self-care and wellness makes for an incredibly timely and resonant brief, these brands have become indispensable to those who have discovered them.

As part of the brief, GSC will reinforce Hayo’u as an integrated brand proposition with a series of social media and influencer marketing campaigns. These new opportunities are an exciting addition to our wellness and beauty practice

Katie Brindle has added:

“I am delighted to be working with Gabrielle Shaw and her team. We are at a crucial stage of our journey as a brand and Gabrielle Shaw Communication’s big picture approach to nurturing brands and entrepreneurs resonates closely with our ethos.”