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FRAGRANCES IN SAUDI ARABIA

11 Aug 2011

HEADLINES
Fragrances increases in value by 12% in 2010, rising to SR3.1 billion Perfumeries and beauty specialist retailers are the leading distribution channels for fragrances Premium unisex fragrances records the highest growth, increasing in value by 11% in 2010 The average unit price in fragrances increases by 5% in 2010 Arabian Oud Co remains the leading player in fragrances in 2010 with a 36% value share Fragrances is set to increase in constant value at a CAGR of 5% over the forecast period

COMPETITIVE LANDSCAPE
With Saudi Arabia ranking among the largest markets for fragrances at a global level, there are hundreds of companies, both local and multinational, entering fragrances in Saudi Arabia, a situation which has led to a very fragmented competitive landscape. Multinational players such as Hugo Boss AG, Givenchy SA, Calvin Klein Cosmetics Co, Yves Saint Laurent Parfums, Chanel and Christian Dior appeared dominant in French-style fragrances within premium mens fragrances and premium womens fragrances, while Arabian/Oriental fragrances continued to be offered exclusively by local companies such as Arabian Oud Co, Abdul Samed Al Qurashi Co and Hamil Al Musk Oud & Perfumes Co. Arabian Oud Co is leader in fragrances in Saudi Arabia and held a 36% value share in 2010. The value share of Arabian Oud increased by two percentage point in 2010. The company opened more retail outlets in 2010, the number of which increased to some 500 in Saudi Arabia alone. Arabian Oud invests heavily in attractive packaging and presentation for its premium fragrance ranges. Through its massive range of fragrances, which encompasses more than 2,500 perfumes/scents made up of various oriental essences, the company was the dominant player in Arabian/Oriental oil fragrances throughout the review period.

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Euromonitor International 2011

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NATIONAL BRAND OWNERS AND THEIR BRANDS

Company Name (NBO) Abdul Samed Al Qurashi Co Alyssa Ashley Arabian Oud Co Avon Products Inc Bvlgari SpA Cacharel & Cie, Parfums Calvin Klein Cosmetics Co Cartier SA Chanel SA Christian Dior SA, Parfums Coty Inc Davidoff Parfums Dunhill Ltd, Alfred Elizabeth Arden Inc Este Lauder Cos Inc Gianfranco Ferre Giorgio Armani SpA Brand (GBO) Al Qurashi (Abdul Samed Al Qurashi Co) Musk (Dana Classic Fragrances Inc) Arabian Oud (Arabian Oud Co) Avon Bond Girl 007 (Avon Products Inc) Bvlgari Black (Bvlgari SpA), Bvlgari BLV (Bvlgari SpA), Bvlgari Omnia (Bvlgari SpA) Anas Anas (L'Oral Groupe), Eden (L'Oral Groupe) Escape (Coty Inc), Eternity (Coty Inc), Eternity for Men (Coty Inc) Cartier (Richemont SA, Cie Financire), Delices De Cartier (Richemont SA, Cie Financire) Allure (Chanel SA), Allure Homme (Chanel SA), Chance (Chanel SA), Chanel N5 (Chanel SA), Egoste Platinum (Chanel SA) Dune (LVMH Mot Hennessy Louis Vuitton), Fahrenheit (LVMH Mot Hennessy Louis Vuitton), Higher (LVMH Mot Hennessy Louis Vuitton) Jovan for Her (Coty Inc), Jovan Musk for Men (Coty Inc), Wild Musk (Coty Inc) Davidoff Cool Water for Men (Coty Inc), Davidoff Good Life (Coty Inc), Davidoff Relax (Coty Inc) Dunhill Desire (Procter & Gamble Co, The), Dunhill for Men (Procter & Gamble Co, The), Dunhill London (Procter & Gamble Co, The) 5th Avenue (Elizabeth Arden Inc), Sunflowers (Elizabeth Arden Inc) Clinique (Este Lauder Cos Inc), DKNY (Este Lauder Cos Inc), Pleasures (Este Lauder Cos Inc), Sean John (Este Lauder Cos Inc), Tom Ford (Este Lauder Cos Inc) Gieffeffe (Gianfranco Ferre) Acqua di Gi pour Homme (L'Oral Groupe) Eau Torride (LVMH Mot Hennessy Louis Vuitton), Givenchy Into The Blue (LVMH Mot Hennessy Louis Vuitton), Givenchy Pi (LVMH Mot Hennessy Louis Vuitton), Givenchy pour Homme (LVMH Mot Hennessy Louis Vuitton), Organza (LVMH Mot Hennessy Louis Vuitton), Very Irresistible Givenchy (LVMH Mot Hennessy Louis Vuitton) L'Instant de Guerlain (LVMH Mot Hennessy Louis Vuitton), Samsara (LVMH Mot Hennessy Louis Vuitton) Hamil Al Musk (Hamil Al Musk Oud & Perfumes Co) City Men (Henkel AG & Co KGaA), Fa Men (Henkel AG & Co KGaA) Boss Bottled (Procter & Gamble Co, The), Boss in Motion (Procter & Gamble Co, The), Boss Intense for Woman (Procter & Gamble Co, The), Hugo (Procter & Gamble Co, The), Hugo Deep Red (Procter & Gamble Co, The), Hugo Woman (Procter & Gamble Co, The), Hugo XX (Procter & Gamble Co, The), Hugo XY (Procter & Gamble Co, The) Ana Wel Shooq (Mahmoud Saeed Group), Sodfah (Mahmoud Saeed Group) Lapidus pour Homme (Jacques Bogart SA), One Man Show (Jacques Bogart SA)

Givenchy SA, Parfums

Guerlain SA (Suisse) Hamil Al Musk Oud & Perfumes Co Hans Schwarzkopf & Henkel GmbH & Co KG

Hugo Boss AG

J Casanova Ltd Jacques Bogart SA

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Company Name (NBO) Kenzo Parfums (Saudi Arabia) Lancme Parfums Beaut et Cie Lever Faberg Ltd Loris Azzaro SA, Parfums Mahmoud & Abdel Khalek Saeed Co Prince Matchabelli Procter & Gamble Co, The Puig SL Ralph Lauren, Parfums Revlon Inc Saudi Perfumes & Cosmetics Co Ltd Shaneel Enterprises Ltd Thierry Mugler Versace Perfumes Yves Saint Laurent Parfums
Source: Passport by Euromonitor International

Brand (GBO) Kenzo (LVMH Mot Hennessy Louis Vuitton) Connexion (L'Oral Groupe), Trsor (L'Oral Groupe) Axe (Unilever Group), Brut (Unilever Group) Azzaro pour Homme (Clarins SA), Chrome (Clarins SA) Mothhela (Mahmoud Saeed Group), Tedallal (Mahmoud Saeed Group), Velvet Rose (Mahmoud Saeed Group) Prophecy (Prince Matchabelli) Lacoste (Procter & Gamble Co, The), Mont Blanc (Procter & Gamble Co, The) CH (Puig SL), Nina (Puig SL) Ralph Lauren Polo Sport (L'Oral Groupe), Safari for Men (L'Oral Groupe) Charlie (Revlon Inc) Chamsy (Mahmoud Saeed Group) Yardley Baroque (Lornamead Group) Angel (Clarins SA) Versace L'Homme (Euroitalia Srl) Elle By YSL (L'Oral Groupe), L'Homme Yves Saint Laurent (L'Oral Groupe)

FORECAST

DEFINITIONS AND METHODOLOGY

Fragrances This is the aggregation of men's, women's and unisex mass and premium fragrances.

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The distinction between mass market and premium is normally price and label/positioning (mass fragrances rarely carry a designer label) and distribution. Methodology This report is derived from Euromonitor Internationals Passport information system. Industry research is carried out by a global team of more than 600 in-country analysts and is based on a core set of research techniques:
National-level desk research, company research and analysis, store checking, trade interviewing with national players and market analysis International-level desk research, multinational company research and analysis, trade interviewing with international players and market analysis

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