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Arabic Perfumes and the Global Fragrance Market
內容大綱
The Middle East market has been targeted by global perfumeries as the region to grow revenues. This case reviews the strategies of Elizabeth Arden, Coty, Estée Lauder, Christian Dior, L'Oréal, and Revlon in the United Arab Emirates (UAE). Competitive rivalry is intense with these world players, as well as numerous established regional perfumeries such as the Kingdom of Saudi Arabia, the House of Ajmal, and Swiss Arabia. Social media advertising implemented in concert with celebrity appearances, such as Britney Spears, has made the UAE a popular venue for marketing and launching new fragrances. The marketing channels that are growing are shifting away from high-end department stores to mass merchandisers and duty-free airport retailers. This case compares these targeted global strategies to the regional perfumeries with an eye toward assessing whether the regional perfumeries are fully exploiting their market opportunities.