Saudi- Consortium launches International Group of Luxury Fragrances

(MENAFN- Arab News) A consortium of retailers has launched the International Group of Luxury Fragrances in Saudi Arabia. The Kingdom has one of the highest per capita consumption of fragrances in the world; Saudis are known for their sophisticated usage of fragrances as part of their daily ritual.

The layering of complementary fragrances to create a personal signature is an art form in the country. As an initiative to appreciate fragrance consumers of the Kingdom a consortium of reputable retailers of international fragrances in the Kingdom established the International Group of Luxury Fragrances. The group is dedicated to enriching the olfactory experience with a deeper understanding of international fragrances.

The International Group of Luxury Fragrances is supported by well-known members of the perfume world with longstanding expertise in international fragrances gleaned across many markets married to a deep local sensitivity from their base in Saudi Arabia. Their cross-cultural skills are focused on educating and communicating on the values and practices of international fragrances. In addition to their collective expertise an internationally well-known authority Michael Edwards is a part of this sensorial journey to explore the sophistication of international fragrances.

Edwards singlehandedly created the classification of fragrances by grouping them with the Fragrance Wheel the tool that is used to classify every fragrance that is launched. He also compiled the Fragrances of the World an international best-seller and reference catalog for the perfume industry. In September Michael Edwards will conduct training sessions for beauty professionals to enable them to assist customers in exploring the vast portfolio of international fragrances and discover and create their scent signatures.

The International Group of Luxury Fragrances will house interactive stands at malls in Riyadh Jeddah and Dammam toward the year-end facilitating consumers to embark on an enthralling sensorial journey to truly appreciate the charisma of the world of scents.