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So do you think perfume is about romance, about a nicely wrapped box from-or for-someone you love? When you think of perfume, do you think about the way it makes you feel, about the sensual pleasures of its scent, its color, the way its package is designed?

Well, think some more, because perfume is also a business, and its clientele are one among the world's best-researched markets. There are about eight thousand scents in commercial distribution around the globe, whose composition is carefully protected by those who paid a lot of money to develop them. Not only are their formulations carefully protected, but they're well-researched as well to make sure that they appeal to the right markets. Because the perfumes that sell in Asia, don't sell in the Middle East; Americans like different perfumes than the French.

Strong scents don't seem to sell in Asia, and for that reason a number of manufacturers only distribute eau de toilette. In the Latin countries and the Middle East, people prefer scents that linger. The French are more likely to buy complex, plush, rococo scents; consumers in the US and Canada prefer sporty, innovative perfumes. While Alain Lorenzo, president of Parfums Givenchy, explained to the New York Times, "The rule of thumb is richer scents are preferred by Latin and black cultures and fresher ones by European cultures," the lines aren't at all clear when it seems that vanilla scents sell well in all markets; Hispanic-American women prefer fruity-floral scents.

Since each market is different, let's look at one in particular: Dubai. In 1999, this port of entry into the United Arab Emirates, imported $146 million dollars worth of perfumes and toilet waters. Just under half (48%) came from France, with significant market share distributed between the USA (12.6%), Italy (6.8%), Switzerland (3%) and Germany (2.8%). France's domination of this market is telling; because among the 250 regional markets where French perfumes appear, the UAE ranks twelfth.

Dubai shoppers prefer designer brands, and leading French perfumers-like Givenchy-will plan to release new scents in Paris and the Gulf, simultaneously; Christian Dior has more than 70 retail outlets across the Gulf Cooperation Council countries (that include Dubai). France's significance for Dubai, and Dubai's significance to France, is unlikely to shift in the near future, even though German exports of perfumes, beauty products, and personal care products have doubled in the past decade. German-manufactured cosmetic, toiletry, and perfumes have achieved a reputation for innovation, quality, and product safety.


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