Renad Ghanem

Saudi Gazette

 

JEDDAH –  A consortium of international fragrance retailers has launched the International Group of Luxury Fragrances in Saudi Arabia.



The Group is dedicated to enriching the olfactory experience with a deeper understanding of international fragrances.



Saudi Arabia has one of the highest per capita consumption of fragrances in the world and Saudis are known for their sophisticated usage of fragrances as a part of their daily ritual. The layering of complementary fragrances to create a personal signature is an art form in the Kingdom.



Michael Edwards, British fragrance expert, author and founding editor of Fragrances of the World book, the largest guide to perfume classification, made a workshop in Jeddah on the Fragrance Wheel. 



He single-handedly created the superb classification of fragrances by grouping them with the Fragrance Wheel, the tool that is used to classify every fragrance that is launched.



Edward said about the initiative: “The workshop in Jeddah, on the Fragrance Wheel will be a unique and memorable experience and provide a true understanding of what fragrances are and what they can create and evoke.  Whether a layman or a connoisseur, this is a workshop everyone will enjoy.”



He also compiled the famous Fragrances of the World, an international best-seller and reference catalogue for the perfume industry. In September, Edwards will conduct training sessions for beauty professionals to enable them to assist customers in exploring the vast portfolio of international fragrances and discover and create their unique scent signatures.



The International Group of Luxury Fragrances will house interactive stands in popular malls in Riyadh, Jeddah and Dammam during the end of the year, facilitating consumers to embark on an enthralling sensorial journey to truly appreciate the charisma of the luxurious world of scents.



The organization is confident that with this initiative, Saudi Arabian consumers will not only be able to better appreciate international fragrances but also incorporate their personal favorites into their daily routine, to use on their own or as a part of the layering process.