Parfumplus

Editor's Notes Siraj Bolar EDITOR Alim EDITORIAL DIRECTOR Gulzaar Shah ASSOCIATE EDITOR Tabrez CREATIVE DIRECTOR Jasbir MARKETING DIRECTOR Advertising Enquiries +971 50 8886436  MARKETINGDXB@ FOURPLUSMEDIA.COM Acknowledgement: KAVITA SHAHANI, SHERI PAIS EDITORIAL CONTRIBUTION GENERAL STOCK IMAGES FROM GETTY IMAGES. PARFUMPLUS IS PUBLISHED BY FOURPLUS GENERAL TRADING LLC AND PRINTED AT MASAR PRINTING & PUBLISHING, DUBAI, UAE. ALL CORRESPONDENCE SHOULD BE ADDRESSED TO: FOURPLUS GENERAL TRADING LLC, PO BOX: 119755, 402, DAMAC BUSINESS TOWER, BUSINESS BAY, DUBAI, UNITED ARAB EMIRATES. TEL : +9714 4435970 / 4435706  PARFUMPLUSMAG@ FOURPLUSMEDIA.COM The true essence of perfume and fragrances VOL.11 - ISSUE 1 JAN-MAR 2023 AED 20/- INSIDE COMING FROM FOURPLUSMEDIA ﺑـﺮﻓـﻴﻮم ﺑﻠـﺲ PARFUM Plus parfumplusmag.com READ FRAGRANT TALES ONLINE ON THE EXCLUSIVE ARABIC PARFUMPLUS BLOG! SCENT AFFAIR 34 STAR SCENT 40 RESCENT 44 ANDMORE “WE INTEGRATESUSTAINABILITY INTO EVERYASPECTOFOURBUSINESS” RAWYACATTO,GENERALMANAGER MIDDLEEASTATCPLAROMAS 06 THE CAPTIVATING ATLASCEDAR 30 siraj@fourplusmedia.com FOURPLUS MEDIA ❚ DISCLAIMER: VIEWS AND OPINIONS EXPRESSED IN THIS PUBLICATIONS ARE NOT NECESSARILY THOSE OF FOURPLUS GENERAL TRADING LLC. WHILE EVERY EFFORT HAS BEEN MADE TO ENSURE ACCURACY OF INFORMATION PUBLISHED NEITHER FOURPLUS GENERAL TRADING LLC NOR ANY OF ITS EMPLOYEES ACCEPT ANY RESPONSIBILITY FOR ANY ERRORS OR OMISSIONS. 2023 IS GOING to be about all AI (Artificial Intelligence). There's so much happening around us in the field of AI that it's difficult to comprehend the impact even on the immediate future. In this issue, the Let's Talk Scents feature discusses the very important question ie 'Have we underestimated the potential of what lies ahead in the world of fragrance?'. In True Essence, we try to understand the psychology of fragrances in the article 'The Science And Art Of Perfumes'. In Escentia, Technicoflor's perfumer Berengere Bourgarel discusses the beauty of Atlas Cedar. In Speaking Scents, Rawya Catto, General Manager - Middle East, CPL Aromas, talks about the brand’s five decade old legacy, focus on sustainability and the road ahead. In Scent Trail, Ana Gomez, perfumer at Iberchem, predicts that in 2023, the Middle East will reinforce its taste for traditional ingredients. Scent Affairs, StarScent and ReScent will keep you updated the latest happenings in the fragrance world. Here's hoping the progress of AI continues but we manage to maintain a balance to ensure that human intelligence does prevail.