IDE expects the new fragrance to be well-received by the Middle East consumers who are among the world’s highest consumers of perfumes with the majority shelling out more than every six months on perfume purchases.
The new floriental woody ambery fragrance complements ‘BlackSoul’, Ted Lapidus’ fragrance for men. The two fragrances share the captivating scent of saffron and a haunting note of orange blossom, with its chameleon-like duality, which shifts from masculine to feminine in an instant.
Etedal Al Khatib, Business Development Manager, International Distribution Establishment, said, “Our recent survey on fragrance usage habits in this region showed that Middle East consumers are among the highest consumers of perfumes. Over 50% of the respondents to our survey revealed that they carried perfume when they left home. This strong fascination with fragrances makes the Middle East among the world’s top markets for perfumes, and we expect ‘WhiteSoul’ to especially appeal to the region’s fashion-savvy women.”
The Middle East is expected to contribute a major share of the global fragrance industry’s expansion into a $33bn business by 2012. Perfume manufacturers in the UAE, Bahrain and the Kingdom of Saudi Arabia report that demand is growing at an annual rate of 20%.
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