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PP: THE MIDDLE EAST IS CLEARLY ANOTHER STRATEGIC AXIS FOR SELUZ. WHAT LED YOU TO INVEST IN THE UAE, AND WHAT ROLE WILL THE CREATIVE CENTRE PLAY WITHIN YOUR BROADER GLOBAL VISION? MO: The Middle East holds a very particular importance in the world of fragrance. It is not simply a major market; it is one of the most influential olfactory cultures globally. The relationship to fragrance in the region is deeply embedded, highly sophisticated, and culturally expressive in ways that continue to shape the broader industry. Our investment in the UAE came from a clear desire to be closer to this cultural centre. Fragrance cannot be understood at a meaningful level from a distance alone. To work with authenticity, one must engage with the culture directly, understand its subtleties, and develop from within that exchange. The Creative Centre in the UAE is therefore much more than a regional presence. It is a space for interpretation, dialogue, and creation. It allows us to engage regional olfactory codes with greater depth and translate them into formulations that feel both locally resonant and internationally relevant. Within our broader structure, it serves as an important bridge between cultural insight and global development. PP: YOUR UPCOMING FRAGRANCE PRODUCTION FACILITY MARKS ANOTHER IMPORTANT CHAPTER. HOW WILL THIS INVESTMENT STRENGTHEN SELUZ REGIONALLY AND INTERNATIONALLY? MO: This new facility represents a structural advancement for Seluz. It is not simply an expansion in capacity; it is an investment in integration. By bringing R&D, production, and administrative functions together within a unified environment, we are creating a more cohesive and responsive model for the future. That level of integration matters. It shortens the distance between idea and execution, strengthens operational coordination, and allows for greater agility across the development process. Regionally, this will deepen our capabilities and responsiveness. Internationally, it will support greater scale, stronger consistency, and a more resilient platform for long-term growth. In the fragrance industry, creative value must be preserved all the way to the application stage. As the region's most responsive company, we will further accelerate our supply chain. ”At its core, Seluz is a technology-driven, R&D-led, and highly agile fragrance and flavour company“ ❚ MURAT ÖZTÜRK, FOUNDER & CEO, SELUZ FRAGRANCE & FLAVOR COMPANY P A R F U M P L U S 43