July 2014 55 New horizons Arabian perfumes are increasingly finding favour with clientele around the world, who view them as a niche product. “People in the West are curious about Oriental fragrances such as oud, saffron and amber, while our young population prefers international fragrances. We find both cultures are now more receptive of each other,” he notes. One of the trendsetters in the business, Junaid Perfumes was the first to introduce shimmer fragrances to the region along with solid perfumes and perfumed gels. It has also launched alcohol-free perfumes based on water that are safe for children’s use. Watching the changes in the consumption pattern at home, Jaweed Junaid developed Hajar, an Arabic perfume with a citrus twist for men, in the 1990s. The innovation was so popular that even women were snapping up bottles for themselves. With the lifecycle of fragrances becoming increasingly short, owing to fickle consumers, the company launches around 25 to 30 new products every year, with different perfumes for every season. The idea is to constantly better their best products rather than let a competitor do it. “Every season, we adapt our products depending on international trends and our outlook. The success lies in being able to forecast demand and knowing what the consumer wants before he does,” he says. Junaid Perfumes now has a repertoire of 120 products in its stores, comprising perfumes, oils, creams, gels, lockets, diffusers and Mubkhars. The perfumer maintains its quality and authenticity with signature bottles that are produced through joint ventures in Paris, Italy, Spain, Ireland, Thailand and China. “No one in the perfume market can copy our designs. Our bottles are individual pieces of art, which people like to gift their loved ones or display in their homes. It can sometimes take over two years to design a bottle,” says Fahad. Sales have been healthy regardless of the economic climate, which proves that perfumes are no longer a luxury but a necessity for people in the region. Ramadan special The Holy Month is perhaps the best time in the business of Arabian perfumes, when people like to make purchases in order to gift relatives and friends over Eid. Ramadan is also the best launch pad for new products. Junaid Perfumes is unveiling 12 perfumes this Ramadan, four of which are completely new products. “It took over two years and I’ve developed this myself, waiting for the right time to surprise our customers. One is for the elegant Arabian lady while the second is a woody perfume for the Arab man who wants to stand out,” says Fahad. The third product, a ladies’ perfume termed ‘Essence of Junaid’, has taken around three years to develop. Fahad explains that it takes a long time to develop their products because the family believes in perfection. “We’d rather throw away a product if it falls short of our standards and expectations than sell it in the market.” For this reason, the company has never had any sale or special offers; they prefer to junk their old stock rather than dilute their product and brand. This also means that one can never find Junaid Perfumes products on the gray market or in a non-Junaid outlet — preserving the authenticity of the brand. Growth areas Given that the western world is largely in the dark about Arabian perfumes, it falls upon brands such as Junaid Perfumes to build awareness about the genre. “People are not aware that there are over 500 varieties of roses, whose essence can be distilled. Also, oud is a niche product that’s not understood very well in the West. With the right marketing and awareness, it could become our top-selling product,” says Fahad. When it was looking to expand westwards, Junaid Perfumes opened their first store in Turkey to test the European market. The family members visit perfume exhibitions abroad and travel extensively in order to study. Given the strengthening distribution channels and their enhanced presence in Europe, it won’t be long before the perfumer forays into Brazil. Latin America is the second-largest consumer of perfumes in the world and the only continent where Junaid Perfumes don’t have a presence yet. Fahad believes the biggest lesson for the company has been the feedback from its customers and that listening to them is the best way of advancing business. “Over the coming years, we see Junaid Perfumes as an international leader in perfume design. We intend to foray into cosmetics one day. At the moment we’re working on home luxury products,” says Fahad. However, there are no shortcuts for this perfumer and the family will take at least a couple of years to study the market before they make a new announcement. Call 17 737-007 or visit www.junaidperfumes.com. www.bahrainthismonth.com
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