Fragrances in the United Arab Emirates

PROSPECTS

Premium fragrances – from bloom to gloom

Traditionally, premium fragrances accounted for the bulk of sales in beauty and personal care in the United Arab Emirates, and whilst this remains true, premium fragrances experienced a steep downturn in sales in the last two years of the review period, with premium men’s fragrances hit the hardest in 2018. One of the reasons for this was the large numbers of expatriates within the consumer base.

Premium Arabian ouds

Niche products that are inspired by and from the Middle East region are doing well in the market, and threaten well-established brands. Arabian Oud and Abdul Samad Al Qurashi strongly lead fragrances, due to their luxury oriental scents and their positioning as longer-lasting.

Tourism impacts fragrances

Tourism has always fuelled the retail landscape in the United Arab Emirates, since Dubai is a major global hub. It is not just the number of tourists which affects sales, but also their spending profile.

COMPETITIVE LANDSCAPE

A new Brazilian entrant in fragrances

In 2018, Brazil-based cosmetics, skin care and fragrances brand O Boticário entered the market, with products priced at AED200-250 – which is in the masstige segment between premium and mass. Its first store was launched in Mirdif City Centre and the second store opened in Dubai Mall in early 2019.

Scents are a sacred part of the culture

Fragrances play a very important role in Arabic culture. There is a very specific way to wear perfume in the region – layering – this takes the meaning of “signature scent” to a whole new level.

West is inspired by East

Several years ago, few non-Arabs had heard of oud. Highly rare, oud comes from a South Asian evergreen tree that produces resin.

Files are delivered directly into your account within a few minutes of purchase.