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  • Hala announces first-ever car fragrance partnership with Apparel Group’s Rituals Cosmetics in Dubai

    Published on May 20, 2024

     Dubai, UAE  : Hala, Dubai’s most convenient e-hailing taxi solution, has signed an agreement with Rituals Cosmetics (Rituals), a Dutch luxury well-being brand under the Apparel Group’s portfolio, as its first fragrance partner. This partnership will see the introduction of Rituals’ signature Amsterdam car perfume into Hala taxis within Dubai.

    Meticulously crafted with notes of Dutch Tulip and Japanese Yuzu, the Amsterdam Collection car perfume promises to infuse every taxi ride with the refreshing and captivating scents that Rituals is renowned for.

    During the initial roll-out phase, 1,500 Hala taxis will carry Rituals Cosmetics’ signature Amsterdam Collection car fragrance, adding a sweet note to every passenger experience. The collaboration marks another significant stride in Hala’s efforts to elevate the customer journey, effortlessly blending comfort and convenience with an enriched travel ambiance for passengers across Dubai.

    Rituals believes that happiness can be found in the smallest of things. It is our passion to turn everyday routines into more meaningful moments. By bringing the enchanting fragrances of Rituals into Hala taxis, passengers are invited to indulge in a moment of tranquility amidst the hustle and bustle of city life. This partnership reflects Rituals’ commitment to enhancing everyday experiences with a touch of indulgence and mindfulness.

    Khaled Nuseibeh, Chief Executive Officer at Hala commented: “The collaboration between Hala and Rituals marks another significant stride in Hala’s commitment to elevating the customer journey experience. The introduction of a carefully selected car fragrance is reflective of our dedication to providing passengers, whether they are tourists visiting the city or long-term residents, with a truly enjoyable experience that is both comfortable and convenient. We’re already getting great customer feedback and we’re confident that it will enrich the travel experience for passengers across Dubai.”

    Neeraj Teckchandani, CEO of Apparel Group, said: “This partnership reflects our strategic vision to integrate luxury and functionality, ensuring our brands play a significant role in enriching everyday experiences. By infusing Hala taxis with Rituals’ sophisticated fragrances, we are setting a new benchmark for customer experience in urban mobility. It’s an initiative that not only enhances the journey but also reinforces our commitment to innovation and excellence in the global marketplace.

    Hala recently introduced digital screens into its fleet of cars offering a diverse array of premium lifestyle, news, entertainment, and e-commerce features on the go. The partnership with Rituals further reinforces Hala’s commitment to investing in smart initiatives to enhance and provide an unparalleled customer experience in line with Dubai’s vision to become a leading digital hub globally.


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