Perfumers look east for oriental touch

The UAE and Middle East's love for oud oils and fragrances is slowly making its way into the European and US markets, experts say.

Perfumers across the world are now looking at the Middle East for inspiration when it comes to creating their next big fragrance, experts at Beautyworld Middle East said.
France, which used to be at the heart of the perfume world, is slowly losing ground as perfumers and customers look to the east for a scent that defines them. The shift is also putting many UAE companies on the international map.
Ali Asgar Fakhruddin, chairman of Sterling Parfums, a UAE perfume manufacturer, noted that the French perfume making industry has been "shaken up."
"The entire fragrance business has now moved from France to Dubai," he said. "Sterling was created in 1998, and today has reached almost 82 countries worldwide, and this tells us that there is definitely a market for products that are made in the UAE. This is also a big achievement for us because even though our competitors were in the market long before us, we have succeeded in tapping into the latest trends in the market and made ourselves known around the world."
Sterling Parfums specialises in contract manufacturing and branded products across the beauty and personal care industry. Its manufacturing site in Dubai Investment Park boasts an annual production capacity of approximately 120 million pieces across the beauty and personal care segments, ranging from perfumes, deodorants, aerosols, and beauty products.
Lately, the focus for the company has been on high-end brands, says Fakhruddin. The company's Armaf brand of perfumes, in particular, have been very well received in the market since the brand's launch.
"In the UAE, there are two trends when it comes to consumers. Younger buyers absolutely love French perfumes, and we make sure that we cater to their needs by providing them with French scents in an oriental packaging. On the other hand, you have older buyers who love strong perfumes and will prefer to buy richer oud fragrances," he said.
The UAE and Middle East's love for oud oils and fragrances is slowly making its way into the European and US markets, with many well established brands looking to make the essence a part of their new product lines in a bid to tempt Arab customers.
"Today, everyone is looking for the secrets that make oriental perfumes soo special," says Tarek Anbar, regional sales director at Symrise, a global company that specialises in supplying flavors, fragrances, cosmetic active ingredients, raw materials and functional ingredients.
"Perfumery has always held a special place in Middle Eastern cultures, and the world is taking notice. Big brands are releasing fragrances that feature ingredients such as oud and amber, and this has made the industry a very special place, because the west is now learning from the east. In addition, perfumeries in the UAE and the Middle East are also learning from the west and releasing their own versions of French perfumes. Its a unique interchange that has resulted in some amazing new products for consumers," he explained.
When it comes to consumers in the Middle East though, smooth and rich fragrances that are long lasting, will always prove to be a favourite. "People in the UAE want to buy perfumes that will make their presence known when they enter a room; and this is how the perception of perfumery in the Middle East is different from the west."
- rohma@khaleejtimes.com
 

Rohma Sadaqat

rohma@khaleejtimes.com