In 2002, IDESA PARFUMS launched ARMAND BASI IN RED, a fragrance that embodies the concepts of geometry and architecture central to the avant-garde style of the brand, combined with the concept of urban nature, understood as a celebration of nature from the perspective of the urban dweller who seeks the essence of things in nature.

IN RED’s color range is formed from the pairing of red and white. Red expresses sensuality, character, complexity and, of course, passion. While white represents purity and closeness. An almond tree branch about to bloom was the graphic design used to decorate the first version, as a representation of spring, a time when everything is reborn, and as a symbol of joy and optimism.

For the launch of IN RED, IDESA and ARMAND BASI entrusted the development of the project to leading figures in their respective trades. Perfumer Alberto Morillas created the notes of the fragrance, National Design Award winner Antoni Arola poured his talent into designing the packaging and the bottle, and Pati Núñez added the finishing touches with the graphic design. Not only did the packaging create an impact thanks to its beauty and avant-garde design, but it was ARMAND BASI IN RED’s wonderful fragrance itself that was so captivating. Keeping that which makes ARMAND BASI IN RED so recognizable, the new design brings light and a touch of spring to the designs of Antoni Arola and Pati Núñez.

Now, after more than a decade, the fragrance is still a success, ranking among international perfumes that continue to be bestsellers year after year, with its two original versions: In white, the eau de toilette, and in red, the eau de parfum, which is more intense and sensual.

Proud of their creation, and in order to pay tribute to a fragrance that has given so much satisfaction, IDESA presents an update of ARMAND BASI IN RED, while maintaining the formula of the original fragrance, but redesigning its appearance with a brighter, more transparent packaging, depicting tiny flowers blossoming on the branch of an almond tree. It is a celebration of joy, an exaltation of the emotions that IN RED provokes in its faithful followers, carried out with the excitement of one who redecorates a most cherished space.

With the arrival of spring, the almond branch completes its cycle and blooms. The light changes and everything becomes intensely bright. Similarly, ARMAND BASI IN RED lights up with this new packaging that makes it even more seductive.

IN RED: EAU DE TOILETTE

The Packaging

In the white version, the box retains its rectangular shape in matte white, with the addition of small flowers growing on the almond tree branch depicted on the front. On the box is a translucent red panel with the brand name cut into it in white lettering, without concealing the silhouette of the branch. Below, in Pati Núñez’s minimalist graphics, are the words ‘IN RED’ in red lettering. The branch motifs as well as the lettering used in the packaging description and the fragrance composition on the back are in a soft grey tone, emphasizing the pink tones of the tiny, budding flowers. Spring is about to burst.

The Bottle

The glass bottle provides more intense transparency as the branch is drawn directly onto the glass. On the front, the red rectangle becomes a strip, and is made brighter by reducing the size of the brand name. Just below the strip, the words ‘IN RED’, in red lettering, hang in the air, seemingly suspended over the transparent fragrance itself. The slim silhouette of the bottle culminates in a matching rectangular, transparent cap over a silvery spray applicator.

IN RED: EAU DE PARFUM

The Packaging

A metallic red rectangle on which the new branch, with its small buds, design appears in grey announcing the time when everything is renewed, the spring. A translucent matte strip cuts across the box, featuring the brand name in shiny silver, and is repeated on the back of the packaging. Below the matte strip, in a similar soft silver tone, are the words ‘IN RED’ and the packaging description, as well as ARMAND BASI on the tab that closes the box.

This packaging evokes passion, joy, and emotion.

The Bottle

An intense red, translucent glass completes the design of the slim, rectangular bottle, on which the brand and the name of the fragrance are written in white letters.

Drawn on the back of the bottle, the almond branch seems to float inside, subtly announcing the blooming of spring.

Under the red methacrylate cap, the spray applicator changes from the original red to silver chrome. A bold, bright, elegant, and feminine bottle.

IN RED: THAT BRIGHT FRAGRANCE

Over time, the successful consolidation of ARMAND BASI IN RED confirms that the fragrance is, in itself, is the reason for its success. Feminine and evocative, IN RED is marked by its emotional component.

With this restyling, the DNA remains unchanged, recognizable, because the essence of ARMAND BASI IN RED endures, as only the great classic fragrances do.

Geometry and architecture, femininity and emotion: the ARMAND BASI IN RED fragrance remains intact but with a more delicate and elegant appearance.

Created by one of the greats, Firmenich’s Alberto Morillas, IN RED is a transparent floral fragrance, with woody base notes, belonging to the floral/woody family.

The top notes greet us with the citrus energy of mandarin and bergamot, supporting an exotic, spicy note of cardamom and ginger. They symbolize positivity and radiance on an emotional level.

The floral middle notes express femininity and joy: a garden of intense aroma, based on rose and jasmine, with the feminine touch of lily of the valley and the deep green of violet leaves.

The base notes hold the fragrance’s woody warmth, composed of the most sensual notes of wood and musk, a complexity set against the delicate freshness of moss.

ARMAND BASI IN RED is for the modern woman who is confident and full of personality.

For a woman who knows how to express her emotions and feelings and who lives with tenderness and passion, strength and ease.

An urban woman who understands the secrets of nature.

ARMAND BASI IN RED’s new packaging celebrates its success. It is brighter and with budding flowers for an intense and colorful spring.

IN RED: THE RANGE

Eau de Toilette

Armand Basi In Red eau de toilette 100 ml 250,00 AED

Armand Basi In Red eau de toilette 50 ml        185,00 AED

Eau de Parfum

Armand Basi In Red eau de parfum 100 ml 276,50 AED

Armand Basi In Red eau de parfum 50 ml 211,00 AED