ParfumPlus

“Golden Light” is a creation that I hold close to my heart. It embodies the pillars of the GCC fragrance market—musk, amber, white flowers, and vanilla. The interplay of softness and contrast, combined with an attractive top note, captivated the audience, leading to its success. This seductive, warm, and comfortable perfume reflects my olfactory vision of the region, evoking a sense of nostalgia and comfort. THE SHIFTING LANDSCAPE OF FRAGRANCE As I reflect on my journey, I cannot ignore the evolution of fragrance trends, particularly in the Middle East. The globalisation of brands and the influence of social media have blurred the lines between European and Middle Eastern trends. Today, we are witnessing a shift as French-oriental perfumes take the lead. Gen Z is moving away from the classic oud and powerful oriental fragrances, opting instead for fresher interpretations that retain a sense of cultural identity. Despite the timeless allure of oud—the storyteller of Arabian culture—there is a growing desire for fragrances that reflect modern sensibilities. As a perfumer, I embrace this change, continually exploring new avenues to create scents that resonate with the next generation of fragrance enthusiasts. CO-CREATION: A NEW STRATEGY FOR SUCCESS At Parfex, we recognise that the future lies in collaboration. As part of our new strategy in the Middle East, we believe that engaging directly with our customers and co-creating fragrances is essential for success in the competitive Gulf market. By brainstorming ideas, sharing passion, and harnessing the creativity of our partners, we can craft fragrances that truly resonate with the preferences of our clientele. Yann Mabille, Fragrance Director at Parfex, emphasises this philosophy as he speaks about me “Today, Jean-François is a key person in our new Parfex strategy in the Middle East that is, for creators, visiting directly the customers, brainstorming ideas, sharing passion and energy. We deeply believe that co- creating fragrances closer with our partners is our future and the source of shared success in the demanding and competitive Gulf market.” P A R F U M P L U S 32