Scent of Opulence: A Journey with Amouage
A high perfumery company renowned for creating some of the most finely crafted perfumes in the world, Amouage has redefined the Arabian art of perfumery and crafted a global reputation for bringing innovative modernity and true artistry to all its creations. At The Retail Summit event in Saudi Arabia, we spoke with CEO Marco Parsiegla to better understand the business’s heritage and avant-garde opulence.
Founded in the Sultanate of Oman in 1983 by the Albusaidi family, the vision behind Amouage was to be ‘The Gift of Kings’. Started by the inspirational his late Majesty Sultan Qaboos bin Said Al Said, the House was designed to develop a fragrance that could serve as a gift to the world to showcase the perfume being perfected in Oman.
“We often say Amouage is Oman and Oman is Amouage; we are very closely interlinked,” highlights Marco Parsiegla, CEO of Amouage. “We are very grateful for the inspiration we take from Oman and we see it as our responsibility and role to showcase the beauty of the country in all our markets around the world.”
Over the last couple of years the House has undergone somewhat of a transformation as it delved deeper into its DNA. So better understanding its roots in Oman and taking inspiration from this, they have complemented their products and fragrances with a timeless, modern take and making them relevant around the world. So while their roots may be in Oman, they have grown to become the most prominent luxury beauty House from the GCC region and a beacon for perfume lovers around the globe.
While they are in constant dialogue with their clients, they are actually at the centre of bi directional communication and ideas. For Amouage, it is all about creativity first and they often have open dialogues between perfumers, clients, packaging designers and multiple other people such as Chief Creative Officer Renaud Salmon within the ongoing creative collective.
As our conversation with Parsiegla moves onto how the company offers its luxury experience beyond just the product itself, he comments this is an aspiration for them moving forward, particularly in their retail environment which currently stands at 17 standalone boutiques and over 1,000 points of sales worldwide.
“As an example; we have just opened a new monobrand store in Shanghai and the inspiration for this goes all the way back to when Omani sailors were travelling from Oman to China. So when you enter the shop, it will feel as if you are actually under the water. For us it is very important that our stores are unique and offer a deep connection with the House as this company was born to build bridges and connect people around the world,” explains Parsiegla.
Social media is an alternative way that the company extends its experiential offering. Platforms such as Instagram and TikTok play a very important role in engaging with their clients and portraying the Amouage story. A lot of their content creation is done in-house and they believe producing it this way, as well as featuring videos from thousands of their clients highlighting their experiences of Amouage creations, is what makes a difference.
The CEO feels that, in terms of expansion, Saudi Arabia is a market where there is huge potential and they have seen phenomenal results in the last 12 months, almost tripling their retail sales in this country alone. The US is an important market as well and in recent times they have improved their standing their considerably.
“South Korea is another beacon for us as well. By illustrating these three markets to you, it showcases we are a global House. While we are deeply rooted in Oman and a champion for the GCC region, our true potential lies in being a global powerhouse.”
A growing presence in the increasingly competitive luxury fragrance market, Amouage stands out from the crowd through the quality of its craft and its ground-breaking creativity. They were one of the first to introduce higher oil concentrations, called ‘Exceptional Extras’. The aging process is another element that sets them apart, as giving perfumes time to develop before being sent out makes a huge difference to the quality.
“Finally, I would highlight our essences, a new product that we have just launched which is double-infused and shows how we have taken inspiration from the past, where fragrances were infused,” comments Parsiegla.
Within their operations, sustainability is deeply embedded. In Oman, they have one lighthouse project. In the south of the country Amouage has taken the reins of a UNESCO World Heritage Site and are the proud caretakers of around 5,000 frankincense trees.
“We want to be a role model and showcase how we can actually do good for the community, whilst at the same time build incredible products. Of course there are other efforts in our sustainability operations, such as installing solar panels within our operation, these are small steps and there is much to do moving forward.”
As we discuss the future of the business, Parsiegla says that they are proud to be Omani; they want to be an ambassador for Oman and leave a legacy.
“We want to showcase the tradition and mastery this part of the world has in perfumery. In terms of our company, we aspire to be one of the best and biggest Houses in the high perfumery industry.”
