Oman's premium fragrance brand

June 22, 2014

Tell us about Journey, the new fragrance.

Early Chinese Film Noir and Shanghai Deco were my inspiration and my muse was an elegantly dressed woman in a Cheongsam sat in a dark and smoky jazz club in the evening, a woman with mysticism surrounding her. I chose ingredients that are special to me and pay tribute to my Chinese heritage. I used Sichuan Pepper in the men’s fragrance because I fell in love with it when I first smelled it while creating ‘Honour’ but could not use it then so was waiting for the right opportunity. It is a wonderfully fiery pepper with a delicateness and sweetness, similar to my own personality!

Who is the Amouage man?

Our biggest markets are in the West and we have now opened our second European store in Rome after London and are looking at standalone retail locations in New York, Paris and Hong Kong. Our fragrances are universal and do not target specific demographics. The ingredients we use are selected based on how well they match my story and narrative, not based on particular tastes or markets where we are present.

Why the intricate designs on Amouage's bottles and packaging?

It is very important. Great perfumes that aren’t presented in complementary packaging lose their luxury aspect. The packaging should reflect the same integrity that goes into making what is really valuable, the ‘juice’.

How international is the brand?

Extremely international! Amouage has always been a brand with an international reach and was even sold in Bergdorf and Harrods in 1983 when it first started. Today, we have 17 standalone shops in key, opinion forming cities around the world and sell in over 66 countries worldwide including recent launches in South America and Africa.

Future growth plans?

We will continue expanding our international reach with mono brand shops while releasing new products year on year. Next year, we will launch the Library Collection’s 9th edition, Opus IX, along with our Midnight Flower Eau de Parfum. The fragrance will launch exclusively in Russia and Amouage stores in October this year and internationally in February 2015. Midnight Flower EDP will show Amouage’s more spirited side and I am quite excited as I have more freedom to be playful with this collection. The collection will target younger consumers with different, colourful packaging and youth-oriented ingredients like Almond. Details: visit