BEAUTYWORLD MIDDLE EAST UNVEILS ITS
2024 SIGNATURE SCENT
From 28 to 30 October, fifteen leading international fragrance houses took on the ultimate challenge: crafting a ‘Signature Scent’ for Beautyworld Middle East 2024. Their goal? To capture the essence of the region’s largest trade fair for beauty, fragrance, and wellness in a single bottle.
Visitors at the event were invited to test and vote on the fragrances through a blind sampling experience. Thanks to the award-winning technology AirParfum, an innovative system that prevents scent fatigue, participants could explore each fragrance’s ‘sillage’ (the scent trail) with ease. This technology ensured that scents disappeared 1-3 seconds after the first spray, offering a seamless and enjoyable experience.
After three exciting days, the winning scent was revealed. Anne-Louise Gautier and Élodie Bernard of Expressions Parfumées, a renowned fragrance house from Grasse, France, were crowned the winners. Their creation, Zenith Echos, was officially named the ‘Signature Scent’ of Beautyworld Middle East 2024. Building on the success of the 2023 Signature Scent winner ‘Golden Light’ by perfumer Jean-François Thizon, plans are already underway for Beautyworld Middle East 2025 to release the new Signature Scent amongst the attendees of next year’s fair.
Speaking about their inspiration, Élodie Bernard shared:
“The idea was to create a fragrance that embodies the spirit of Beautyworld Middle East. When you’re here, it feels like the whole world is gathered in Dubai. Every country, every culture is represented, and we wanted to recreate that emotion in our perfume. We are proud to be part of this wonderful event.”
FRAGRANCE INNOVATIONS TAKE CENTER STAGE
As the global fragrance market continues to boom – projected to reach $7.21 billion by 2032 (BeautyMatter’s Middle East Market Report 2024) – Beautyworld Middle East 2024 put the spotlight on groundbreaking innovations and industry trends.
QUINTESSENCE: A SHOWCASE OF NICHE PERFUMES
The Quintessence platform presented a curated collection of 56 extraordinary niche perfume brands. Visitors embarked on a sensory journey, discovering unique scents in a beautifully bespoke and elegant setting.
EMOVATION LAB: CREATE YOUR OWN SCENT
One of the highlights this year was the Emovation Lab, presented by Anfasic Dokhoon and Khaltat from the Mohamed Hilal Group. Here, fragrance lovers had the unique opportunity to blend personalized scents, combining traditional artistry with modern innovation.
FRAGRANCE COMPOUNDS & RAW MATERIALS
For those interested in the foundations of perfumery, a dedicated section focused on raw materials and fragrance compounds. Visitors explored premium ingredients and finished products from some of the world’s most prestigious brands and fragrance houses.
A SPECIAL VISIT FROM GRASSE
This year’s event welcomed a special guest: Jérôme Viaud, the Mayor of Grasse – the French town renowned as the cradle of perfumery. Grasse, with its rich history and long-standing expertise, was represented by 32 participating companies.
Reflecting on the event, Jérôme Viaud remarked:
“My first impression of Beautyworld Middle East is that it’s such a huge and incredible event. I want to thank Messe Frankfurt for organizing it on such a grand scale and welcoming us. This event is significant for us, and we are proud to showcase our heritage and innovations here.”
Jérôme Viaud, the Mayor of Grasse
ABOUT MESSE FRANKFURT & BEAUTYWORLD MIDDLE EAST
The Messe Frankfurt Group is the world’s largest trade fair, congress, and event organizer with its own exhibition grounds. Its Middle East division hosts a diverse portfolio of exhibitions, including Beautyworld Middle East, which is one of the most influential beauty trade shows globally.
In 2024, the event attracted 65,000 trade visitors, offering a platform for networking, sourcing, and inspiration. Over three days, 1,800+ exhibitors from more than 60 countries showcased the latest innovations and trends in the beauty industry.
DISCOVER MORE SCENTED STORIES
Discover the latest perfume trends, interviews, behind the scents, brand stories, and more in Le Parfum Magazine Chapter 5. Place your order now via the button below!
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