The Hawas FROST launch by Dubai-based Kenz de Rasasi has achieved a Guinness World Records title for the highest-altitude perfume product launch at 5,170 metres in Nepal’s Everest region. The fragrance was subsequently unveiled on the Burj Khalifa, while an auction of its first bottle raised AED 260,000 for Dubai Cares.
DUBAI: From the icy heights of Mount Everest’s surrounding region to the illuminated Burj Khalifa, the Hawas FROST launch has earned Dubai fragrance brand Kenz de Rasasi a Guinness World Records title and raised AED 260,000 for charity.
The fragrance made its debut at 5,170 metres in Nepal’s Everest region on November 2, 2026, setting the record for the highest-altitude perfume product launch event.
Four days later, on November 6, the brand unveiled its newest men’s fragrance through a spectacular one-minute animation on the Burj Khalifa, witnessed by approximately 200 invited guests at Address Dubai Mall.
From Everest heights to Dubai’s tallest landmark
At 9.50 pm, the Burj Khalifa’s façade appeared to transform into ice before revealing the Kenz de Rasasi branding and its latest fragrance.
The celebration, hosted by broadcaster Kris Fade, marked the completion of an unusual journey connecting two globally recognised landmarks.
Nima Tenji Sherpa, who has summited Everest 12 times, carried the first perfume bottle to the Nepal launch site before presenting it during the Dubai ceremony.
Guinness World Records Senior Adjudicator Kanzy El Defrawy presented the official certificate recognising the achievement.
First perfume bottle raises AED 260,000 for Dubai Cares
The evening also delivered a charitable contribution when the first bottle, identified as Carry No. 001, was auctioned for AED 260,000.
The proceeds were donated to Dubai Cares to support youth empowerment and development initiatives.
Ismail Anis, Co-founder of Kenz de Rasasi and Vice Chairman of AAR Group, presented the donation to Dalal Al Sharhan, Senior Manager of Partnerships at Dubai Cares.
The contribution aims to help young people access opportunities, develop skills and strengthen their future prospects.
What makes Hawas FROST different?
Inspired by the freshness of high-altitude environments, the new fragrance combines lemon, peppermint and pear with marine and floral notes.
Its base features amber, woods and musk, while its fragrance oil concentration is approximately 30 to 35 per cent.
The company claims the perfume provides more than ten hours of wear.
Presented in a frost-inspired glass bottle with recyclable packaging, the fragrance is planned for markets including the GCC, India, Europe, the UK and the United States.
Dubai fragrance heritage reaches new heights
Launched in October 2026, Kenz de Rasasi builds on the heritage of Rasasi Perfumes, established in Dubai in 1979.
The Hawas FROST launch highlights the brand’s ambition to introduce Dubai’s fragrance heritage to international audiences through distinctive experiences.
Impact to expect
The record-setting campaign could strengthen Dubai’s reputation for creative luxury brand launches while drawing international attention to the UAE’s fragrance industry. Its charitable contribution also demonstrates how commercial celebrations can support community development and youth empowerment.
