The New York-based Fragrance Foundation USA now has an Arabic-speaking sister.
This story first appeared in the November 7, 2008 issue of WWD. Subscribe Today.
During a recent trip to Dubai, Fragrance Foundation president Rochelle Bloom signed a licensing deal to create the Fragrance Foundation Arabia, which covers the United Arab Emirates. The Arabian branch — modeled after others in Germany, France, Italy, the U.K. and Australia — will be headed by chairman Shahzad Haider and president Grit Pannier.
The Middle East has long been a major consumer of fragrance. “Everybody in that part of the world wears fragrance — both men and women — with great appreciation,” Bloom said. According to the Foundation, the Arabian Gulf ranks highest in per-capita consumption of perfume. In the UAE, the high-ended-branded fragrance market amounts to $250 million, which is 25 percent of the $1 billion Middle Eastern market.
The U.S. Foundation will be giving its new Arabian affiliate marketing support, educational programs and industry data. In addition, Bloom said the organization will be providing its education and certification program designed for sales staff in the stores.
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Bloom also noted that in addition to foreign recognition, the U.S. Foundation will gain access to key players in the market and the association will aid the Foundation’s global effort to educate fragrance consumers, “which is our mission.”