Page 28 - EM - EXPORT MAGAZINE PERFUMERY EDITION SUPPLEMENT

R R E E P P O O R R T T

Scent of a Kingdom Switzerland, whose expert teams of perfumers based in
Historically the art of perfume has a long-lived heritage in the Zurich and Paris, possess extensive experience in developing
Middle East, it is an intrinsic part of the culture and considered fragrances for the Middle Eastern market. JK Pham (Jang Kêu) of
a daily ritual. Largely driven by the UAE and Saudia Arabia, the Jillian Switzerland explains, “To us, fragrance is an art form, a blend
region’s fragrance market is projected to reach $7.21billion by of nature’s beauty and skilled craftsmanship. We strive to challenge
2032 according to ExpertMarket Research. The importance of the conventional boundaries of what perfume can embody.
the category is reflected at Beautyworld Middle East which is Our goal is to create an immersive, multi-sensory experience that
currently the world’s largest trade exhibition for the fragrance evokes deep emotions and conveys a powerful message to inspire
sector with over 300 exhibitors across more than 14,000 square individuals.”
meters of net exhibition space. These attributes are well-aligned to the values of the region
where scent is embedded in every aspect of beauty routines
and in the home, which is why brands like Jillian Switzerland
have put as much dedication to their lifestyle collection and
body range as their signature fragrances.
The fusion of tradition and modernity is strong in this sector,
heritage Arab fragrances like oud, rose and musk are being
contemporized and given a fresh perspective through
innovation. A combination that appeals to the cosmopolitan
demographic of the consumers.

Since 2016 the show has featured ‘Quintessence’, an exclusive
and extremely popular platform that celebrates niche and
artisanal fragrances. Ravi Ramchandni, Show Manager
Beautyworld Middle East explains, “Over the years we’ve seen a
significant shift towards luxury and personalised experiences within
the fragrance industry, particularly in this region, which is renowned
for its strong spending power in the fragrance and beauty sectors.
Today, we are proud to host nearly 45 niche perfumery brands –
our largest participation to date – underscoring the importance
of this region for international brands seeking expansion.” Ravi
Ramchandni also highlights that “this strong cultural affinity
for fragrance drives a high demand for both traditional and
contemporary scents, making it a vital focus for our event. Our
emphasis on the fragrance sector has indeed attracted a broader
global audience. Beautyworld Middle East has become a pivotal Success in Saudi Arabi and the wider Middle East region requires
event for international fragrance brands looking to enter or expand an understanding of the unique cultural preferences, beauty
within the Middle Eastern market.” standards and climate conditions as well as the consumer
The trend for niche and artisanal perfumery is particularly demographics. Beauty is not linear, there are evolving values,
strong in the Middle East, where the cultural significance changing societal norms, an increasing empowerment of
of fragrance drives a deeper appreciation for exclusive and women and an unprecedented speed of growth that creates a
customized scents. Fragrance is not purely objective or purely dynamic landscape of opportunity. Young Saudis in particular
functional, it is very emotional and personal with the new have a strong respect of their culture but they want to be global.
generations layering and mixing to enhance individuality. So global brands that ‘think local’ can create the right balance to
A characteristic that is recognised by brands like Jillian appeal to this influential customer mindset.

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