Page 55 - EM - Export Magazine Perfumery Edition

R E P O R xxx T

to take considerable time before fragrances fully recover over The Middle East boasts of a fantastic range of retailers that
the period up to 2026. Reports conclude that the economic specialist in satisfying the requirements of the perfume loving
impact of the pandemic on the country’s economy and consumer. The first one to highlight is Atelier Perfumery, one of the
household disposable incomes will lead to heightened price top providers of women and men perfumes in UAE. You will find
sensitivity, with consumers limiting spending on discretionary everything regarding fragrances. Jovoy is another one to mention
spending on products such as fragrances. with its unique offering. For almost 10 years, whether sold alone
or in themed boxes, the wide range of samples has contributed to
the reputation of the boutique. With 3 stores in Qatar, the Jovoy
brand boutique offers an unrivaled experience. You are able to
delve deep into the olfactory of a fragrance, gaining a greater
understanding of what the creator had intended and are able to
sample fragrances at home as well as in store.
Faces, previously known as Wojooh, is the leading beauty omni-
retailer with the latest fragrance, skincare, bath and body,
makeup, haircare and accessories in the region. Faces offers you
the most exclusive fragrances from top brands such as Yves Saint
Laurent, Dior, Giorgio Armania, Gucci and Dolce & Gabbana.
Paris Gallery is for those who have appreciation for fine,
The cautiousness mentioned above could also lead to a down- premium fragrances. The store goes the extra mile to bring
trading from premium to mass fragrances, or even a switch from you experiences from the exquisite fragrance houses of Private
deodorant to deodorant sprays. Mass fragrances were commonly collection by Dior & Bvlgari and Ex Nihilo.
sold through hypermarekts in 2021, which became increasingly Lastly, it’s important to mention Al Musbah Group, a successful
popular thanks to urbanisation and the growing number of network of companies thriving in diverse businesses across Saudi
families that visit hypermarkets as part of their social activities. Arabia. Commencing as a retailer of perfumes, the Group has
Department stores and health and beauty specialist retailers since expanded business into various sectors; Real Estate, Retail,
also accounted for a solid share in fragrances, with these stores Construction, IT, Food and beverage to name a few. They have their
offering a wider choice of premium fragrances. Some brands own range of cosmetics and fragrances and operate more than 40
such as Arabian Oud also have their own beauty specialist retailer SENSI perfumes and cosmetics outlets across the Kingdom.
outlet in places such as Oman.

TURKEY
The Turkish cosmetics market is led by products that stop
or slow the ageing process, and the fragrance market. The
resumption of tourism is expected to benefit future sales
of premium segments. In fact, sales to tourists, especially
those from Iran and other Middle Eastern countries, account
for a significant proportion of premium BCP purchases. This
resumption of tourism will increase the prospects of many
premium categories over the forecast period, as will the
ongoing development and promotion of niche fragrances.

In summary, fragrance forms such a large part of the Middle
Eastern culture across all parts of the region and although
heritage and traditional scents such as oud remain in high
demand, more western scents are starting to gain popularity,
opening up the space for newer, less traditional brands to
penetrate the space. However, with such fierce competition
and such engrained roots, brands must carefully navigate
this region to be successful and work with someone who
understands the landscape and opportunities that exist.

For more information on how IL Brand Consultancy can help you expand your brand,
please contact us on info@ilbc.co.uk or visit our website at www.ilbc.co.uk