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Beauty Bulletin: Fragrance Booms in the Middle East

The customer base there (male and female) is eager to spend on quality and luxury.

The fragrance market in the Middle East is booming, thanks to a customer base (male and female) eager to spend on quality and luxury. “Consumers in the Middle East use high amounts of fragrance daily,” says Matt Frost, IFF’s global head of marketing. “It helps distinguish personality and makes your presence known. It’s a market that is growing in the double digits.” To that end, prestige fragrance brands are introducing scents specifically for the Middle Eastern market, as well as using the region’s culture and ingredients as creative inspiration. “A lot of international products are primarily targeted at this region,” says Frost. “Historically and culturally, fragrance is extremely important.”