ParfumPlus Arabia

Fragrance has been such a large part of my life, and having him take an interest gave the experience a personal meaning beyond the product itself. PP: AS YOUNGER CONSUMERS EMBRACE FRAGRANCE AS A FORM OF SELF-EXPRESSION, HOW ARE THEIR PREFERENCES INFLUENCING THE WAY BRANDS APPROACH SCENT, DESIGN AND STORYTELLING? IK: I think younger consumers are more comfortable choosing fragrance according to how they feel. They may want something playful one day and something more understated the next. That gives us room to explore different ideas. It also means the scent, design and story need to feel connected. A striking bottle might attract attention, but the fragrance has to earn its place in someone’s routine. We try to create that first spark of curiosity, then give people a product they genuinely enjoy wearing. PP: WITH A PRESENCE IN MORE THAN 30 COUNTRIES, HOW DO YOU RESPOND TO DIVERSE REGIONAL FRAGRANCE PREFERENCES WHILE MAINTAINING CONSISTENCY IN QUALITY AND CRAFTSMANSHIP? IK: Being present in different markets teaches you to listen carefully. Our distributors, retail teams and customers help us understand how preferences vary, and we consider that feedback during development. Having a diverse portfolio allows us to offer different fragrance experiences. At the same time, the care behind a product must remain consistent wherever it is sold. Our in-house design, research and development capabilities help support that consistency. A customer discovering us overseas should receive the same attention to quality as someone visiting us in the UAE. PP: AS THE FRAGRANCE INDUSTRY CONTINUES TO EVOLVE, WHICH EMERGING OPPORTUNITIES OR CREATIVE DIRECTIONS EXCITE YOU MOST FOR THE FUTURE OF PERFUMERY? IK: I am excited by how willing people are to experiment, particularly with layering and building a fragrance wardrobe. It opens up interesting possibilities for creation. There is also an opportunity to introduce more people internationally to the richness of our fragrance heritage through a contemporary lens. For me, the most rewarding direction is bringing generations together: allowing experience and fresh ideas to influence one another. There is still so much we can explore when we remain curious. PP: WHAT MESSAGE WOULD YOU LIKE TO SHARE WITH PARFUMPLUS READERS? IK: Choose a fragrance because you enjoy it and feel connected to it. Take your time, wear it on your skin and see how it becomes part of your day. To everyone who has supported our journey, thank you. Your trust means a great deal to us, and we look forward to sharing this next chapter with you. parfumplusmag.com P A R F U M P L U S 22