pp-arabia-2026-jul-sep

❚ THIERRY FLEURICHAMP, MANAGING DIRECTOR SAMEA, EXPRESSIONS PARFUMÉES ❚ MURAD SHIHADEH, SAMEA SALES DIRECTOR, EXPRESSIONS PARFUMÉES their investment, and luxury and niche brands increasingly embraced Middle Eastern ingredients and olfactory codes. This brought the region’s fragrance culture to a much wider international audience. Clients have also become more ambitious, both creatively and geographically. They seek distinctive fragrances with an authentic Middle Eastern identity, often developed with internationally recognised perfumers, while expanding into Europe and the Americas. At the same time, regulatory changes have transformed formulation, making reformulation, technical expertise and close client dialogue increasingly important. PP: HOW DID EXPRESSIONS PARFUMÉES RESPOND TO THESE CHANGES? TF: We invested in people, creative capabilities and technology, opening our local laboratory in 2015, strengthening our creative team and expanding local sales. Joining Givaudan in 2018 was another major milestone. It gave us access to additional technologies, captive molecules and reinforced our credibility with some of the region’s largest clients, while preserving the agility that defines Expressions Parfumées. PP: WHAT MILESTONES HAVE DEFINED THE SUBSIDIARY’S EVOLUTION? TF: We began in 2006 with a four-person representative office in Sharjah, followed by a P A R F U M P L U S 35