Dubai, Uae (PressExposure) September 27, 2011 -- The two-day Middle East Fragrance Summit 2011 being held at The Ritz Carlton DIFC, Dubai, came to a successful conclusion today, with leading industry players pledging to move towards greater integration between the international and regional segments of the global fragrance industry.
Regional and international participants at the first ever fragrance event in the Middle East recognised the need for greater integration, as international players displayed interest in accessing the untapped potential in regional markets, and regional perfumers identified the challenges in extending their reach beyond Middle Eastern shores, as a result of lack of conformity to international standards.
Delegates at the conference also called for the establishment of a "Committee" under the flagship of the Fragrance Foundation Arabia, to co-ordinate with Emirates Authority for Standardisation and Metrology (ESMA), for the development of guidelines & standards specific to the fragrance industry, with the objective of unifying and raising the quality of processes and products across the industry in the region. The Committee will/is expected to include members from various stakeholders of the fragrance industry in the Middle East, who will work with industry participants to ensure the implementation of guidelines and regulations.
"Establishment of industry standards and implementation of regulations to achieve standardization is critical for streamlining the growth of the industry" said Engr.Mohamed Saleh Badri, Director General, Emirates Authority for Standardisation and Metrology (ESMA). He also added that "when industry participants recognize the need for standardisation, the industry is ready to integrate with the international business arena".
Engr. Badri spoke at length about the role of ESMA in regulating the cosmetic & fragrance industry. "We believe the fragrance industry in the region has come of age and is appropriately positioned to understand the value of standardisation to future growth," he added.
The Middle East Fragrance Summit has been organised at an opportune time when the global and regional fragrance industry is witnessing significant growth, with the global market set to almost double from US$17 billion in 2010, to touch US$33.5 billion by 2015. Industry experts also estimate that over the next five years the Middle East fragrance market, which is currently valued at US$3.5 billion, will prove to be one of the fastest growing segments of the industry worldwide.
The call to set up an industry body came from international and regional fragrance industry experts participating at the event, who emphasised the need for greater focus on consumer health and safety and environment protection, while creating fragrances.
"The fragrance industry is a responsible one and care for the consumer's health and safety of the environment lies at its core," said Jean Pierre Houri, Past President, IFRA. "As members of a global community, we need to give priority to the safety of consumers and the environment. The implementation of standards that are on par with global industry norms is also in keeping with the conference theme: 'Bridging innovation.'"
Discussions on the second day of the event also focused on the Intellectual Property Rights, Issues and protection of the fragrance industry and anti-counterfeiting.
"Brand protection strategy is not only essential to the fragrance industry; It is also crucial to understand how to prevent and attack counterfeiting or copying of a brand image or fragrance and IP laws serve as powerful tools in this," said Tuire Vaisanen, from Amereller Consultants, UAE, emphasising the significance of a brand as the central nexus of communication between an enterprise and its consumers.