Introduction: “Amouage is Oman, and Oman is Amouage.” So says Amouage Chief Creative Officer Renaud Salmon as he reflects on the brand’s mission to share Oman’s rich fragrance legacy to the world.
The luxury fragrance house is making big strides in travel retail, including unveiling a new-look store at Muscat International Airport and exclusive pre-launches with Dubai Duty Free. Below, Salmon shares his insights into Amouage’s distinctive positioning, competitive strengths and future ambitions in global travel retail.
“Amouage occupies a special place in the world of luxury, distinguished by its visionary approach and distinct aesthetic, which are deeply rooted in Omani heritage,” says Amouage Chief Creative Officer Renaud Salmon as he talks about the brand’s USPs. “Our fragrances are a fusion of tradition and modernity, embodying a blend of East meets West.”
Today, the House has a wide repertoire of over 50 unrivalled high-quality perfumes with different formats which include eaux de parfums (EDPs), extraits and attars, enabling the house to appeal to a large audience of fragrance lovers.
Central to Amouage’s identity is its use of rare, high-quality ingredients sourced from around the world, including the brand’s signature ‘triad of ingredients’: Royal Frankincense, Omani Rock Rose and Ambergris. These elements are integral to Amouage’s creations, ensuring that each fragrance carries the rich legacy and authenticity that define the brand.
Over the past four decades, Amouage has attracted a loyal clientele of fragrance connoisseurs worldwide. The brand’s offer, including hero scents such as Interlude, Reflection and the newly released Guidance, appeal to consumers who appreciate artistic expression and quality.
Amouage’s target audience is global and diverse, attracting fragrance connoisseurs who appreciate the brand’s artistic expression and high-quality offerings. “Our clients are those who seek to stand out with scents that reflect genuine artistic expression,” Salmon explains.
“Our client base is balanced across different geographies around the world, from the Middle East and Asia to Europe and the USA, where Amouage fragrances are equally loved.”
Big plans in travel retail
Amouage is keen to deepen its footprint in travel retail, where it currently partners with 20 travel retailers across 100 duty-free points-of-sale. “Our ambition is to further expand our footprint and elevate brand awareness in the travel retail sector by deepening our collaborations with travel retailers,” Salmon explains.
“What truly sets Amouage apart in travel retail is our dedication to creating immersive, personalised experiences. Our interactive store designs and temporary boutiques inspired by the rich heritage of our Omani roots, draw travellers from around the world, offering them a sensory journey like no other.
“Additionally, we collaborate with select travel retailers, such as Dubai Duty Free, to offer exclusive avant-premières, ensuring that Amouage remains at the forefront of high perfumery in this competitive channel.”
Amouage is committed to making travel retail a key channel for its most anticipated launches. The brand’s Miniature Sets, available exclusively through travel retailers, offer a luxurious and convenient way for travellers to experience its fragrances.
“In addition to these exclusive products, travel retailers are often premiering our latest creations, giving travellers the special opportunity to be among the first to discover and enjoy them,” Salmon says.
“At Amouage, our goal is crystal clear, and that is to truly redefine the luxury fragrance experience by merging art, creativity and commerce. Our strategy is to create immersive and personalised customer experiences that truly convey the authentic essence of our brand and connect with them in a profound and genuine manner.
“We are in fact currently working on several projects with travel retail partners to develop innovative, interactive store designs and multi-sensory pop-ups that will engage travellers on a deeper level.”
A rich Omani heritage
“Amouage is Oman, and Oman is Amouage,” Salmon says as he reflects on the brand’s strategy to leverage its heritage in expanding its presence in the sector. “Having an Omani identity is a distinguishing feature and we take special care to preserve and promote the rich heritage and culture of Amouage’s home country which is majestic.
“We take pride in celebrating Oman’s finest natural treasures and bringing its wonderful perfumery traditions to the world in a groundbreaking way, through our products, rituals or retail identity. This draws people into the captivating world of niche perfumery, positioning the House at the centre while reinforcing Amouage’s connections to its roots: the culture, heritage, and Oman.”
According to Salmon, this approach not only positions Amouage as a leader in niche perfumery but also reinforces its connection to its cultural roots.
A commitment to sustainability
Sustainability is at the heart of Amouage’s travel retail strategies. “We make a point to communicate our ethical sourcing practices, ensuring that our clients know that the ingredients in our fragrances are obtained through fair trade practices, supporting local communities and protecting biodiversity,” Salmon notes.
He also highlights the brand’s efforts to contribute to Oman’s goal of zero carbon emissions by 2050 and its alignment with the United Nations Sustainable Development Goals.
He adds: “We are committed to creating a positive impact on climate, nature and people by becoming a force for a more sustainable future for luxury. By sustainably sourcing our key natural ingredients, we aim to preserve natural resources and their habitats and safeguard Oman’s unique ecosystem.
“What unites all our ESG activities is that they are part of the wider mission to play a constructive role in contributing to Oman’s aim towards zero carbon emissions by 2050 while aligning our objectives with the United Nations Sustainable Development Goals.
“Take for example, the sustainable harvesting of Frankincense,” he adds. “In 2022, Amouage signed a partnership with Oman’s Ministry of Heritage and Tourism to develop the Wadi Dawkah site in the Southern Governorate of Dhofar. The UNESCO World Heritage site is home to more than 5,000 Frankincense trees, which, having flourished in the region for centuries, represent one of Oman’s most precious natural treasures.
“Amouage became the guardian of this profound organic Frankincense land of outstanding universal value that contributes to our fragrances.”
In addition, Amouage has also been working with the local rose-farming communities of Jabal Al Akhdar for two consecutive years to make use of the rarest Rock Rose in the world. As Oman’s ambassador, the House continues to play a vital role in promoting the heritage by shining a light on the importance of the Rock Rose harvest.
Powerful partnerships
Looking ahead, Salmon believes that Amouage’s success in travel retail will depend on the power of its partnerships with key stakeholders in the channel.
“An ideal partnership in travel retail is built on a foundation of mutual understanding and shared vision,” Salmon explains.
He also stresses the importance of frequent communication and the intelligent use of data to understand client preferences. “It is such thoughtful curation that paves the way for deeper, more meaningful collaborations with our partners, enriching the journey for both the retailer and Amouage.” ✈
