© Euromonitor International 2011 www.euromonitor.com

FRAGRANCES IN SAUDI ARABIA 11 Aug 2011

HEADLINES

Fragrances increases in value by 12% in 2010, rising to SR3.1 billion

Perfumeries and beauty specialist retailers are the leading distribution channels for fragrances

Premium unisex fragrances records the highest growth, increasing in value by 11% in 2010

The average unit price in fragrances increases by 5% in 2010

Arabian Oud Co remains the leading player in fragrances in 2010 with a 36% value share

Fragrances is set to increase in constant value at a CAGR of 5% over the forecast period

COMPETITIVE LANDSCAPE

With Saudi Arabia ranking among the largest markets for fragrances at a global level, there are

hundreds of companies, both local and multinational, entering fragrances in Saudi Arabia, a situation

which has led to a very fragmented competitive landscape. Multinational players such as Hugo Boss

AG, Givenchy SA, Calvin Klein Cosmetics Co, Yves Saint Laurent Parfums, Chanel and Christian

Dior appeared dominant in French-style fragrances within premium men’s fragrances and premium

women’s fragrances, while Arabian/Oriental fragrances continued to be offered exclusively by local

companies such as Arabian Oud Co, Abdul Samed Al Qurashi Co and Hamil Al Musk Oud &

Perfumes Co.

Arabian Oud Co is leader in fragrances in Saudi Arabia and held a 36% value share in 2010. The

value share of Arabian Oud increased by two percentage point in 2010. The company opened more

retail outlets in 2010, the number of which increased to some 500 in Saudi Arabia alone. Arabian Oud

invests heavily in attractive packaging and presentation for its premium fragrance ranges. Through its

massive range of fragrances, which encompasses more than 2,500 perfumes/scents made up of various

oriental essences, the company was the dominant player in Arabian/Oriental oil fragrances throughout

the review period.

© Euromonitor International 2011 www.euromonitor.com

© Euromonitor International 2011 www.euromonitor.com

NATIONAL BRAND OWNERS AND THEIR BRANDS

Company Name (NBO) Brand (GBO)

Abdul Samed Al Qurashi Co Al Qurashi (Abdul Samed Al Qurashi Co)

Alyssa Ashley Musk (Dana Classic Fragrances Inc)

Arabian Oud Co Arabian Oud (Arabian Oud Co)

Avon Products Inc Avon Bond Girl 007 (Avon Products Inc)

Bvlgari SpA Bvlgari Black (Bvlgari SpA), Bvlgari BLV (Bvlgari SpA), Bvlgari Omnia (Bvlgari SpA)

Cacharel & Cie, Parfums Anaïs Anaïs (L'Oréal Groupe), Eden (L'Oréal Groupe)

Calvin Klein Cosmetics Co Escape (Coty Inc), Eternity (Coty Inc), Eternity for Men (Coty Inc)

Cartier SA Cartier (Richemont SA, Cie Financière), Delices De Cartier (Richemont SA, Cie Financière)

Chanel SA Allure (Chanel SA), Allure Homme (Chanel SA), Chance (Chanel SA), Chanel N°5 (Chanel SA), Egoïste Platinum (Chanel SA)

Christian Dior SA, Parfums Dune (LVMH Moët Hennessy Louis Vuitton), Fahrenheit (LVMH Moët Hennessy Louis Vuitton), Higher (LVMH Moët Hennessy Louis Vuitton)

Coty Inc Jovan for Her (Coty Inc), Jovan Musk for Men (Coty Inc), Wild Musk (Coty Inc)

Davidoff Parfums Davidoff Cool Water for Men (Coty Inc), Davidoff Good Life (Coty Inc), Davidoff Relax (Coty Inc)

Dunhill Ltd, Alfred Dunhill Desire (Procter & Gamble Co, The), Dunhill for Men (Procter & Gamble Co, The), Dunhill London (Procter & Gamble Co, The)

Elizabeth Arden Inc 5th Avenue (Elizabeth Arden Inc), Sunflowers (Elizabeth Arden Inc)

Estée Lauder Cos Inc Clinique (Estée Lauder Cos Inc), DKNY (Estée Lauder Cos Inc), Pleasures (Estée Lauder Cos Inc), Sean John (Estée Lauder Cos Inc), Tom Ford (Estée Lauder Cos Inc)

Gianfranco Ferre Gieffeffe (Gianfranco Ferre)

Giorgio Armani SpA Acqua di Giò pour Homme (L'Oréal Groupe)

Givenchy SA, Parfums

Eau Torride (LVMH Moët Hennessy Louis Vuitton), Givenchy Into The Blue (LVMH Moët Hennessy Louis Vuitton), Givenchy Pi (LVMH Moët Hennessy Louis Vuitton), Givenchy pour Homme (LVMH Moët Hennessy Louis Vuitton), Organza (LVMH Moët Hennessy Louis Vuitton), Very Irresistible Givenchy (LVMH Moët Hennessy Louis Vuitton)

Guerlain SA (Suisse) L'Instant de Guerlain (LVMH Moët Hennessy Louis Vuitton), Samsara (LVMH Moët Hennessy Louis Vuitton)

Hamil Al Musk Oud & Perfumes Co Hamil Al Musk (Hamil Al Musk Oud & Perfumes Co)

Hans Schwarzkopf & Henkel GmbH & Co KG

City Men (Henkel AG & Co KGaA), Fa Men (Henkel AG & Co KGaA)

Hugo Boss AG

Boss Bottled (Procter & Gamble Co, The), Boss in Motion (Procter & Gamble Co, The), Boss Intense for Woman (Procter & Gamble Co, The), Hugo (Procter & Gamble Co, The), Hugo Deep Red (Procter & Gamble Co, The), Hugo Woman (Procter & Gamble Co, The), Hugo XX (Procter & Gamble Co, The), Hugo XY (Procter & Gamble Co, The)

J Casanova Ltd Ana Wel Shooq (Mahmoud Saeed Group), Sodfah (Mahmoud Saeed Group)

Jacques Bogart SA Lapidus pour Homme (Jacques Bogart SA), One Man Show (Jacques Bogart SA)

© Euromonitor International 2011 www.euromonitor.com

Company Name (NBO) Brand (GBO)

Kenzo Parfums (Saudi Arabia) Kenzo (LVMH Moët Hennessy Louis Vuitton)

Lancôme Parfums Beauté et Cie Connexion (L'Oréal Groupe), Trésor (L'Oréal Groupe)

Lever Fabergé Ltd Axe (Unilever Group), Brut (Unilever Group)

Loris Azzaro SA, Parfums Azzaro pour Homme (Clarins SA), Chrome (Clarins SA)

Mahmoud & Abdel Khalek Saeed Co Mothhela (Mahmoud Saeed Group), Tedallal (Mahmoud Saeed Group), Velvet Rose (Mahmoud Saeed Group)

Prince Matchabelli Prophecy (Prince Matchabelli)

Procter & Gamble Co, The Lacoste (Procter & Gamble Co, The), Mont Blanc (Procter & Gamble Co, The)

Puig SL CH (Puig SL), Nina (Puig SL)

Ralph Lauren, Parfums Ralph Lauren Polo Sport (L'Oréal Groupe), Safari for Men (L'Oréal Groupe)

Revlon Inc Charlie (Revlon Inc)

Saudi Perfumes & Cosmetics Co Ltd Chamsy (Mahmoud Saeed Group)

Shaneel Enterprises Ltd Yardley Baroque (Lornamead Group)

Thierry Mugler Angel (Clarins SA)

Versace Perfumes Versace L'Homme (Euroitalia Srl)

Yves Saint Laurent Parfums Elle By YSL (L'Oréal Groupe), L'Homme Yves Saint Laurent (L'Oréal Groupe)

Source: Passport by Euromonitor International

FORECAST

DEFINITIONS AND METHODOLOGY

Fragrances This is the aggregation of men's, women's and unisex mass and premium fragrances.

© Euromonitor International 2011 www.euromonitor.com

The distinction between mass market and premium is normally price and label/positioning (mass

fragrances rarely carry a designer label) and distribution.

Methodology This report is derived from Euromonitor International’s Passport information system. Industry

research is carried out by a global team of more than 600 in-country analysts and is based on a core

set of research techniques:

National-level desk research, company research and analysis, store checking, trade interviewing with

national players and market analysis

International-level desk research, multinational company research and analysis, trade interviewing with

international players and market analysis