According to the fragrance specialists the return of oud, the enduring popularity of rose and a focus on leather notes will continue influencing fragrance formulations. However, there is some evidence that the oud trend – at least among Western brands – is beginning to lose steam. Analysts say that fragrance is still a category that is driven mainly by novelty and that international brands coming out with another oud-inspired scent is simply not answering the Middle Eastern consumer’s need for newness. As a Fragrance specialist in the Middle East region, EFF listens to their customers. We create innovative fragrances with the International trends in mind, but with the local requirements and preferences as a strong guide line.

EFF is always up to date about new trends in the market through market research reports and knowledge centers such as the Fragrance Foundation, IFRA and Mintel.