Dubai fragrance house Emirates Pride is set to highlight changing fragrance consumer behaviour at the upcoming TFWA World Exhibition in Cannes.
The evolution of consumer behaviour will be a key topic in its discussions, with the company highlighting a more knowledgeable and adventurous fragrance consumer increasingly willing to explore beyond established choices, based on observations from TFWA Asia Pacific in Singapore.
Emirates Pride Chairman Mohammad Ibrahim said, “Singapore gave us an opportunity to speak with partners serving very different markets, and one thing became increasingly clear: travellers know more about fragrance today.
“But they are also more curious about what they have not experienced before. That creates an interesting opportunity for travel retail.”
The fragrance house pointed to feedback on some of its creations as evidence of consumers’ growing appetite for experimentation and discovery.
Developed with master perfumers Nathalie Lorson and Olivier Cresp, Masters Signature Perfume has become a popular fragrance within the Emirates Pride portfolio.
Consumer response shaped the creation of Midnight Bloom. Thousands of consumers selected the fragrance during Emirates Pride’s Guinness World Record-setting Largest Perfume Testing Event, and it has since become a popular addition to the line-up.
The Future Tradition collection has also demonstrated this approach, using Headspace technology to recreate the olfactive experience of burning oud and bakhoor in contemporary perfume formats.
Mohammad said: “Some of the creations where we have challenged ourselves most have also generated some of the strongest conversations around the brand. It tells us that curiosity is not a niche behaviour. It is increasingly part of how people discover fragrance.”
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.
Mohamed added: “Travel retail has always been one of the world’s great discovery environments. The opportunity now is to create space not only for what travellers already know, but for the fragrances and ideas they may end up talking about long after the journey is over.” ✈
