Dubai-based fragrance house Emirates Pride is gearing up for the upcoming TFWA World Exhibition & Conference in Cannes (27 September–1 October), with wider global travel retail expansion in its sights.
The company is positioning its portfolio around the rising demand for discovery-led fragrances, where compelling stories, craftsmanship and distinctive olfactive profiles are increasingly driving consumer interest.
The company is developing its portfolio through international perfumer collaborations, fragrance innovation and modern interpretations of established scent traditions.
The updated portfolio features the Future Tradition collection, which uses Headspace technology to capture the scent of burning oud and bakhoor and reinterpret these olfactive experiences in contemporary formats.
Consumer engagement has also played a role in product development, with Midnight Bloom selected through Emirates Pride’s Guinness World Record-setting perfume testing event, which brought together customers and fragrance enthusiasts to choose the final scent.
Emirates Pride Chairman Mohammad Ibrahim said, “Travel retail has always been a place of discovery, but discovery cannot mean presenting travellers only with what they already know.
“Consumers today are more curious about fragrance and more open to new olfactive experiences. For retailers, we believe that creates an opportunity to introduce brands and stories that give travellers a genuine reason to stop and explore.”
With existing listings at Dubai Duty Free and Sharjah Duty Free (Avolta), Emirates Pride is now looking to expand its travel retail footprint through partnerships with retailers and distributors in key international markets.
The company’s participation at TFWA Asia Pacific in Singapore earlier this year marked another step in growing its global network, with further meetings and connections planned for Cannes in September.
Ibrahim added: “Our focus is on expanding Emirates Pride’s international travel retail presence through the right long-term partnerships. We have built a distinctive fragrance portfolio and a strong consumer following.
“The next chapter is about taking that proven proposition into more of the world’s leading travel retail environments and giving international travellers something genuinely different to discover.” ✈
