Perfumes and fragrances have been an important part of the GCC culture since the beginning of time. It's no surprise then that the perfume industry has always been flourishing.
According to new research by Euro Monitor International, the UAE perfume market, which was worth Dhs 937 million last year, is projected to reach Dhs 1.12 billion by 2017. Globally, the fragrance market was worth about US$30 billion last year and has been forecast to grow to $45.6bn by 2018, according to the market research company Mintel. While the Mena region accounts for only about 10 per cent of the global market, the growing demand for premium products is giving it greater significance to the industry. As per a Saudi media report, more than Dh12bn is spent on perfumes and skincare products in the Arabian Gulf region every year, with about half of that in Saudi Arabia. The popularity of fragrances in the region even makes way for some of the most expensive fragrances in the world. Some of them can cost up to almost 7000 AED. Men and women in the region equally enjoy applying layer upon layer of scents and per capita consumption of perfumes in the Gulf is among the highest in the world.
The people from the region have used Oud, a perfume resin from the Agarwood tree, as well as sandalwood, amber, musk and roses for over two thousand years. And these are still the dominant ingredients in local perfumes. Realizing the demand for more traditional fragrances, leading perfumes brands from the global market have launched collections that cater to this segment. They are now competing with a greater number of Oud-inspired fragrances, according to retailers in the region. With a flood of international brands going, the traditional way more aggressively than ever, the choice out there is enormous.
But despite this shift in focus on big perfume brands introducing Oud-based and more traditional fragrances for the GCC region, the discerning customers from the region still prefer authentic Oud and bukhoor. It is the local brands that truly understand Middle Eastern heritage and significance of these ingredients. Add to that the years of experience in developing traditional perfumes, and it is clear who delivers a better product – the local brands. "It's good to be a part of this growth-wave that the perfume industry is witnessing right now. For the first time ever, we've seen some of the most iconic international perfume makers develop fragrances that cater to the GCC region", said Mr. Obaid, Founder of Bramble Perfumes. "But our ancestors have developed such fragrances for generations and shared their knowledge with us. Only a local brand will truly understand the use of these elements and deliver the perfect fragrance and a better product", he added.
Bramble is a perfume house that has taken the region by storm. Its traditional concoctions mixed with a global touch is what makes the brand stand out. Bramble also partners with some of the best perfume manufacturing companies to ensure that they offer truly traditional fragrances with the fineness of a global manufacturer.
In this day and age, it is essential for a brand to evolve. And no one understands this better than Bramble. The showroom has recently been rejuvenated with an all-new look, while still maintaining Bramble's focus on tradition. Bramble has always paid attention to the finest details in everything it does. All changes have been made keeping the science behind shopping behavior in mind, to ensure that all visitors have a truly plush experience at the Bramble store.
Ifpinfo
20 April
