Who were the top 10 local perfume brands at Beautyworld Dubai this year? There were very high stakes in Dubai this year to be the biggest and the best at our yearly perfume exhibition. But who were the top 10 local perfume brands at Beautyworld Dubai this year? A high spend on marketing, product development and stand size was required to get onto this list. Big money indeed, the stakes are getting higher every year. The middle eastern market is a tough crowd. It constantly requires new product development, a typical Saudi or Dubai client will say ‘What’s new?’ And this is the case year on year, they are not necessarily interested in supporting brands. Instead they want novelties with new items. Brands such as Lattafa, Sterling and Fragrance World are catering to this market requirement. Long time stalwarts of the perfume industry : Rasasi, Swiss Arabian, Ajmal and Al Haramain – all booked a stand at the exhibition this year. Prior to covid they did not feel the need to participate. Now that the competition in the industry is heating up, it is important for everyone to have a place just to avoid being forgotten about. Apart from the size of their stand, the marketing efforts leading up to the exhibition were immense. Sterling Perfumes paid a large number of perfume influencers from around the world to come to the exhibition and gave them a VIP tour of Dubai. They paid to be title sponsor and had two huge separate stands – one for Hamidi brands and another for its Armaf range. Sterling have invested in a lot of new product development. They are riding high with the Club de Nuit range and are now pushing out many new packaging innovations for the Flavia product range as well as other new products. 2. Lattafa Perfumes Lattafa had an enormous stand and had invested heavily in producing at least twenty new bottle moulds and packaging designs. Their style definitely caters mostly to the middle Eastern maximalist style perfume design market they had spent an eye watering amount on new product development. 3. Fragrance World Fragrance World also has innovated and developed a lot of new packaging moulds and box designs ready for the exhibition. Their style is a mixture of Middle East and European style, less oriental than Lattafa perfumes. They have a range of designer and niche copycat perfumes as well as their own creations. Fragrance world paid to be diamond sponsors of the exhibition and had a huge stand which was always busy. 4. My Perfumes My Perfumes is currently focusing on its luxury oriental range Arabiyat Prestige. It has launched a small range of new moulds which have the right level of simplicity and oriental design. It doesn’t launch so many new products each year, but each one that it launches is thoughtfully designed and has a good quality long lasting perfume inside. It also has a range of luxury perfumes in the My perfumes select range. 5. Afnan Afnan is a relative newcomer to the industry considering the sales volume it has achieved during that period. It invests heavily in its own product development. Afnan doesn’t rely on the manufacture of copycat products to boost its sales, unlike many of the other perfume companies. They prefer to build collections of perfumes and add to the range rather than creating special bottles and caps for every new perfume launched. This helps them to build brands rather than just unusual packaging. 6. Emper Emper used to be the top dog of mass market industry, prior to that it was Nabeel with its Chris Adams range, but both of them have lost their place at the top. Emper still continues to launch new products and is still popular in the MENA region, but is not ‘the main brand to follow’ any more. 7. Al Rayhaan Al Rayhaan is a new perfume company owned by the Rasasi family who have a long perfume heritage in the MENA region. The modern packaging combined with good quality perfumes aligned with modern trends make this a desirable product which is growing in strength. Al Rayhaan always has a big kiosk at the exhibition near to the main entrance which is very effective for brand awareness. 8. Shaikh Mohammed Saeed Est Shaikh Mohammed Saeed Est is the oldest distribution company for perfumes in Dubai. They started seling and distributing mass market French perfumes in the 1960s when Dubai was still a sleepy backwater. But the second generation of the family Mohammed Ali has launched his own ranges of perfumes, first with the Giovanni Bacci range. Now with more luxurious fragrances. As a retailer of luxury oils at his Deira stores, the company knows a quality perfume when it sees it 9. Swiss Arabian Perfumes Swiss Arabian perfumes is one of the oldest and best known brands of the UAE. It has distribution of its products anywhere from petrol stations through to kiosks in malls and luxury boutiques. The recent launches are mostly collections of high quality and high price perfumes. 10. Ajmal Although Ajmal has been well known in UAE perfumery for many years, it does not normally participate in Beautyworld. Now that the perfumery market landscape is changing, the company appears to have adopted to new strategies of sales and marketing. Likely we will see them more often at Beautyworld in the future. Ajmal has adopted a similar approach to Swiss Arabian. Their new launches are collections sold in the same bottle and they are targeting the high end market. So what are the prerequisites in order to get onto the list of top 10 local perfume brands at Beautyworld Dubai? […]
The top 10 local perfume brands at Beautyworld Dubai
