The United Arab Emirates has a global reputation for fragrances, as it is integral to local culture and traditions. In fact, Emiratis are amongst the biggest spenders per capita on a global level of premium fragrances and it is common for them to apply multiple oils and musk to their hair and clothing before spritzing on a layer of fragrance, with both Arabic oud and Western fragrances popular for this final step.
Transparency across the supply chain and sustainability are likely to be important future themes across fragrances, with consumers becoming increasingly conscious of “green washing”. Tapping into the eco-anxiety of the younger generations, Ralph Lauren with its newest unisex fragrance has a focus on sustainability.
Apart from regional leading players Arabian Oud Co, Abdul Samad Al Qurashi Co and Ajmal International Trading Co LLC, the more mainstream Western fragrance players are led by Coty, where it presents numerous multinational brands such as Boss Bottled Night, Gucci Guilty and adidas. In 2021, Coty returned to in-store marketing strategies after downgrading in 2020.
Premium fragrances are heavily fuelled by tourist spend, and 2021 saw the return of inbound tourists to Dubai for Expo 2021, although these remained below pre-pandemic levels. However, repatriated fragrance spend continues, a trend that emerged during the pandemic, and which has had the effect of supporting the category.
While fragrances is predicted to see growth across the entire category over the forecast period, supported by the rebound of international tourism, the concept of unisex fragrances is set to gain further momentum. Premium unisex brands such as Jo Malone London, Byredo and Diptyque are poised to gain in popularity in the United Arab Emirates as they are gender-neutral, and therefore similar to Arabian perfumes (ouds).
Driving traffic for fragrance brands is the rise of hair mists and skin care such as hand cream and body lotions. These products tend to carry lower price points and can be a suitable entry to established fragrances for the price-sensitive consumer, especially for premium and luxury options.
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Fragrances
This report originates from Passport, our Fragrances research and analysis database.
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