BeautyWorld Middle East 2023

Xavier Blaizot (CEO and Perfumer) recently attended The 27th edition of Beautyworld Middle East in Dubai. This was PCW’s inaugural presence at the exhibition as both a visitor and a panelist. 

Xavier was honoured to participate on a panel as part of the Grasse Expertise initiative and viewed the session as a positive step for Grasse, highlighting the pivotal nature of the region in terms of fragrance savoir-faire and new developments. The discussion, “Building Sustainable Bridges In Perfumery : Grasse meets GCC for sourcing, production, and knowledge transfer”, underscored the growing importance of the link between Grasse and the Middle Eastern region.

Xavier noted that the show was impressive for its scope, bringing together a large variety of participants in the fragrance and beauty industry, including suppliers, perfumers, packaging, machinery, brands, and a diverse array of visitors. This breadth of activity created a dynamic and vibrant atmosphere, and a very memorable experience. He observed that the trends in scent development not surprisingly leaned towards Middle Eastern preferences, and could see the potential for innovation in the creative process.

Expressing confidence in PCW’s future involvement in the Middle East, Xavier emphasised alignment and opportunities.

“At PCW, our focus is on providing exceptional, high-quality ingredients sourced with meticulous care. The resulting perfumes, crafted with these premium materials, embody our commitment to excellence. We are now ready to create the next generation of perfumes for the Middle East, bringing together the rich and varied inspiration from the two regions. The vibrant and thriving Middle Eastern market aligns seamlessly with our dedication to delivering excellence in every olfactory experience.”