Sunday 17 May 2009

The Aroma Of A Perfect Perfume

So do you think perfume is about romance, about a nicely
wrapped box from—or for—someone you love? When you think of
perfume, do you think about the way it makes you feel, about
the sensual pleasures of its scent, its color, the way its
package is designed? Well, think some more, because perfume is
also a business, and its clientele are one among the world’s
best-researched markets. There are about eight thousand scents
in commercial distribution around the globe, whose composition
is carefully protected by those who paid a lot of money to
develop them.

Not only are their formulations carefully protected, but
they’re well-researched as well to make sure that they appeal
to the right markets. Because the perfumes that sell in Asia,
don’t sell in the Middle East; Americans like different
perfumes than the French. Strong scents don’t seem to sell in
Asia, and for that reason a number of manufacturers only
distribute eau de toilette. In the Latin countries and the
Middle East, people prefer scents that linger. The French are
more likely to buy complex, plush, rococo scents; consumers in
the US and Canada prefer sporty, innovative perfumes.

While Alain Lorenzo, president of Parfums Givenchy, explained
to the New York Times, “The rule of thumb is richer scents are
preferred by Latin and black cultures and fresher ones by
European cultures,” the lines aren’t at all clear when it seems
that vanilla scents sell well in all markets; Hispanic-American
women prefer fruity-floral scents. Since each market is
different, let’s look at one in particular: Dubai. In 1999,
this port of entry into the United Arab Emirates, imported $146
million dollars worth of perfumes and toilet waters.

Just under half (48%) came from France, with significant market
share distributed between the USA (12.6%), Italy (6.8%),
Switzerland (3%) and Germany (2.8%). France’s domination of
this market is telling; because among the 250 regional markets
where French perfumes appear, the UAE ranks twelfth. Dubai
shoppers prefer designer brands, and leading French
perfumers—like Givenchy—will plan to release new scents in
Paris and the Gulf, simultaneously; Christian Dior has more
than 70 retail outlets across the Gulf Cooperation Council
countries (that include Dubai).

France’s significance for Dubai, and Dubai’s significance to
France, is unlikely to shift in the near future, even though
German exports of perfumes, beauty products, and personal care
products have doubled in the past decade. German-manufactured
cosmetic, toiletry, and perfumes have achieved a reputation for
innovation, quality, and product safety.

About The Author: Taisha Grant writes about

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