pp-arabia-2026-jul-sep

Dubai office in Karama in 2013. In 2015, we established the creation lab, an important step towards greater technical and creative autonomy. In 2024, we moved to larger premises in Deira, with dedicated spaces for perfumers, fragrance development managers, fragrance compounding and applications. In 2026, dedicated offices for sales and support teams further strengthened the commercial organisation. PP: CHRISTOPHE, HOW DO YOU SEE THE PERFUMER’S ROLE WITHIN THIS ECOSYSTEM? Christophe Marin: The perfumer’s role extends far beyond creation in isolation. Perfumers sit at the centre of an ecosystem connecting markets, clients and internal expertise. Direct proximity between perfumer and client builds trust, sharpens the brief and gives creative freedom greater relevance. Creation remains deeply human, rooted in experience, memory and sensitivity, but it is strengthened by evaluation, marketing, sensory analysis, research and innovation. PP: MURAD, WHAT HAS NEARLY 30 YEARS IN THE FRAGRANCE INDUSTRY TAUGHT YOU? Murad Shihadeh: I have spent almost 30 years in Middle Eastern fragrance, across sales, business development and customer relationships, evolving into broader commercial strategy and sales leadership. One lesson has remained constant: this is fundamentally a people business. Products and trends change, but trust, strong relationships and a deep understanding of the client remain essential. Expressions Parfumées attracted me through its combination of French fragrance expertise, creativity and entrepreneurial agility. The trust and autonomy given by management allow us to make informed decisions based on regional knowledge and take genuine ownership of the business. PP: HOW DO YOU VIEW THE MIDDLE EASTERN MARKET TODAY, AND WHAT ARE CLIENTS DEMANDING? MS: It is one of the world’s most dynamic and sophisticated fragrance markets, with deeply embedded fragrance culture and highly knowledgeable, demanding consumers. Local and regional brands have become increasingly professional, creative and ambitious, with many pursuing international growth. The region is no longer simply absorbing global trends; its concepts, olfactory signatures and successful brands are influencing international perfumery. Clients expect much more than fragrance submissions. They want a partner who understands their brand, consumers, competitors and positioning. Creativity must be matched by responsiveness, flexibility, quality, performance and commercial understanding. The market moves quickly, and demand for differentiation continues to rise. Clients want a distinctive identity and a signature of their own. PP: WHICH TRENDS AND OPPORTUNITIES ARE SHAPING THE NEXT PHASE? MS: Demand remains strong for powerful, long-lasting fragrances. Oud, amber, musk, P A R F U M P L U S 36