Perfume experts make Middle East-inspired fragrances

A novel event took place at the Royal Mirage last week, when four world-class perfumers flew in for some “speed-smelling”.

The event was hosted by International Flavors & Fragrances (IFF), which has been making the world smell better since 1889, developing some of the best-known fragrances, such as YSL’s women’s perfume Manifesto. Now the company has put down roots in the Middle East.

The speed-smelling event was organised to celebrate the opening of IFF’s new creative centre in Dubai, says Xavier Renard, the president and regional general manager of fine fragrance and beauty care. “Our plan is to have a fully dedicated team of fine-fragrance people here to cover the needs of our customers in the region.”

The speed-smelling concept was simple: four internationally reputed perfumers – Dominique Ropion, Sophie Labbé, Alienor Massenet and Julien Rasquinet – had seven minutes to persuade their respective tables of guests that the notes of their new scent – created especially for the event – were the best.

Though no prize was on offer, the olfactory experts had free rein to choose from the rarest and most expensive raw materials available. They were also encouraged to express their personality and local knowledge through their customised scents.

“Our fragrances needed to relate to the Middle East, so the rose was my starting point,” said Ropion. “It’s very classical and emblematic in perfumery and I worked hard to make it more oriental. Other notes included tube-rose trace and other floral notes, such as patchouli, to complement the heart of the perfume.”

Although IFF has no immediate plans to sell the extravagant on-the-spot fragrances in the UAE, the team is keenly aware of the audience that exists in the region.

“The Middle East is the fastest-growing market in the world right now when it comes to fine fragrances,” says Renard. “Recent fragrances we’ve been involved in the creation of – and that had a major launch in the Middle East – include Invictus by Paco Rabanne and Valentino’s Uomo, among many others. It is key for us to be here and also important for us to bring a new level of creativity to the market.”

• Visit www.iff.com for more details

rduane@thenational.ae