Joel Cruz, famously known as the “Lord of Scents,” is gearing up for a grand celebration as Aficionado Germany Perfume marks its 25th anniversary in 2025.
To commemorate this milestone, Cruz announced a massive ₱25 million giveaway as a gesture of gratitude to loyal customers.
The anniversary raffle will feature a range of exciting prizes, including: 25 cars, 25 motorcycles, 35 iPods, 25 iPhones and many more 25 cash prizes.
Cruz revealed that the raffle draws would be spread across three major events: First Draw: April 2025, Second Draw: July 2025, and Grand Draw: September 2025. All the draws will be held live on the ABS-CBN’s ‘It’s Showtime’.
How to Join. Customers can participate by purchasing Aficionado perfumes worth at least ₱270. Each purchase comes with a sticker, which must be placed inside a white envelope along with the participant’s name, address, phone number, and signature. Entries can be dropped off at any Aficionado store nationwide starting January 1, 2025.
Cruz emphasized that all entries submitted before each draw will remain eligible for subsequent raffles, including the Grand Draw in September. However, employees and their relatives are not allowed to participate.
Aside from the raffle, Aficionado is set to launch its new 2025 image model. Cruz also disclosed ongoing discussions with ABS-CBN’s Lauren Dyogi to collaborate with artists who will represent the brand for the milestone year.
Joel Cruz’s journey to building Aficionado Germany Perfume is a tale of resilience and determination. Since its establishment in 2001, the brand has become a household name, expanding to nearly 500 franchisees across the Philippines. Cruz even ventured internationally, opening stores in China under the name Fa Fan Duo Xiang Shuei.
Cruz reflected on the challenges brought by the pandemic, which tested his business acumen and resilience. Despite the difficulties, Aficionado emerged stronger, paving the way for the grand celebration of its silver anniversary.
As Aficionado embarks on its 25th year, Cruz expressed his gratitude to customers who have supported the brand’s journey, saying, “This is our way of giving back to those who have been with us through the years.”
