Amouage:“A Vision Of Luxury That Is Rooted In Heritage, Bold In Identity, And Uniquely Our Own”. Where Now For Amouage In Global Travel Retail? CEO Marco Parsiegla Interviewed
8 minutes read
Introduction by: Peter Marshall
Amouage, the outstanding perfumery House founded in Oman in 1983 by the Albusaidi family, has a bold ‘The Gift of Kings’ tagline. Over the past four decades, the brand has aimed to redefine the Arabian art of perfumery through a fusion of East meets West that defines avant-garde opulence.
The work of renowned perfumers from Paris, Grasse, Geneva and New York, its lingering, multi-faceted fragrances are presented in rich bottles which are themselves works of art. Price tags, of course, match that standard as Amouage has claimed its place in luxury stores, leading boutiques and in selected locations in global travel retail.
2025 may well mark a dramatic change in the brand’s strategy in the global channel. In February, global beauty giant L’Oréal confirmed that it has acquired a stake in Amouage, becoming a long-term minor investor. So, what’s in store now for the fine perfumery brand?
TRUnblocked.com’s Contributing Editor Colleen Morgan meets with Marco Parsiegla, Amouage CEO in a highly expressive interview that defines the brand.
Colleen Morgan (CM) Let’s start with Amouage’s key strategies for increasing its presence in the travel retail sector. And the role cultural heritage plays in the brand’s creation and marketing.
Marco Parsiegla (MP) At Amouage, our strategy in travel retail is anchored in depth, not volume. We see this channel as an opportunity to introduce the House with intention, offering curated touchpoints that reflect our ethos of High Perfumery. That means less about presence for presence’s sake, and more about how that presence is experienced. Our boutiques and counters are designed to immerse travellers into the world of Amouage – through distinctive design, scent rituals, and the art of storytelling.
Today we are present in 100 airports around the world, across 36 countries. Each location is tailored to reflect both the opportunity and the setting – from backwalls and A-sites to gondolas, we ensure that every expression upholds the essence of Amouage.
As for cultural heritage, it’s not a layer we add, it is the foundation we build on. Amouage was born in Oman, and we carry that identity with grace and pride. Our fragrances pay tribute to the richness of our ‘home’ in the ingredients we use and the stories we tell with every creation. Whether it’s in Muscat or Milan, we represent a vision of luxury that is rooted in heritage, bold in identity, and uniquely our own.
Our flagship travel retail boutique at Muscat International Airport embodies this philosophy, expressing our Omani heritage in all its glory. In other destinations, such as Dubai, for example, we adapt the experience with bespoke formats from a personalized back wall to a flagship counter, designed to engage our discerning clients in ways that go beyond the retail interaction.
CM: How does Amouage differentiate itself from other luxury fragrance brands in travel retail? And how does it address the issue of subjective scent preferences given that some of its fragrances are considered challenging or even polarizing?
MP: With a portfolio of over 60 fragrances, we approach travel retail with a curated assortment carefully selected based on each airport’s passenger profile and opportunity. This ensures we remain intentional in how we introduce the House to diverse travellers while upholding our olfactory identity.
This curation is essential because Amouage’s creations are not designed for universal appeal. Our compositions are intentionally bold, complex, and unapologetically expressive. For some, that might feel overwhelming, but for others it’s precisely what makes the fragrance unforgettable. In our view, the emotional resonance of a scent is more meaningful than universal likeability.
In travel retail, our distinction lies in how we bring that philosophy to life. From boutique design to gondolas, wall units and discovery rituals, our retail approach is curated to immerse travellers in the artistry, storytelling, and Omani heritage that define the essence of Amouage.
I believe our responsibility is not to simplify perfumery but to help clients discover their own identity through it.
We also understand that preferences vary. Our portfolio is intentionally nuanced. While compositions like Outlands or Interlude might appeal to seasoned connoisseurs, others like Reflection, or Meander offer a more immediate connection.
CM: How does Amouage balance its commitment to using high-quality, often rare ingredients with the need to maintain affordability and accessibility for a broader audience? Can Amouage meet an increasing demand for sustainability?
It is a fact that we were not built to cater to everyone. What we offer is uncompromising quality, and that begins with a deep respect for the elements that make High Perfumery what it is. Our creative process rests on four key pillars: the rarest raw materials, a meticulous nine-step creation process, collaborations with world-renowned perfumers and, most importantly, time. We age our creations for up to six months through a measured approach – we refine, we let our compositions mature and evolve.
This philosophy naturally shapes how we approach sustainability. It is not a box to tick-off, but a long-term responsibility. To us, the Rock Rose and Royal Frankincense are not just ingredients – they are part of our DNA. That is why we have taken an active role in preserving Frankincense through our stewardship of Wadi Dawkah, a UNESCO World Heritage Site, and our ongoing work with the rose farming communities of Jabal Akhdar.
The concept of sustainability follows us through to our manufacturing site in Muscat, where we produce all our perfume creations in a fully solar and human powered production facility.
CM: Given how rapid the market changes – with changing consumer preferences, trends, and the increasing spending power of younger consumers – how do you ensure your fragrances remain relevant and appealing?
MP: Offering quality is the best way to capture the attention of perfume enthusiasts. We would not define relevance as the ability to follow trends. Today’s luxury consumer is looking for high quality creations that have a purpose and meaning. We present authentic stories, behind true craftsmanship that transcends both time and place.
We have seen that our clients, especially the younger generations, are highly informed and intentional in their choices. They engage with brands that speak to their values, offer transparency in creation, and evoke a personal connection. That’s where Amouage thrives. Our focus is on remaining true to our olfactive signature, while continuing to refine how our clients experience us, whether through immersive boutiques, digital storytelling, or more personalised connections.
This is why we continue to invest in innovation, to deepen the artistry of our perfumes and the journey surrounding them.
CM: How does Amouage’s focus on high-concentration perfumes actually impact the consumer experience? What are the benefits and challenges associated with these concentrated formulations?
MP: For us, concentration is not simply a technical specification, it is an expression of our creative approach. We believe that a fragrance should unfold like a story, with depth, longevity, and emotional resonance. That requires patience, craftsmanship, and an uncompromising commitment to quality. Overall, our concentrations are some of the highest in the market. Our line of Exceptional Extraits contains pure perfume oils from 40% up to 56%. These creations are set at higher concentrations and are formulated differently from their Eau de Parfum counterparts. It’s all about the ingredients and the perfumers we work with. Creations with higher oil concentrations offer a different client experience.
The result is a distinct layered experience that has become part of our olfactive signature. Our compositions evolve over hours, sometimes days, revealing facets that are truly rewarding. This presents some challenges, particularly in formulation, stability, and cost, but we see those as investments to preserve who we are as Amouage.
CM: How does Amouage’s insistence on transparency impact the brand’s relationship with customers regarding perfume concentration and loyalty?
MP: When we state that a fragrance has 40%, 43%, 50%, or 56% perfume oil concentration, it’s an invitation to discover the depth of our creative process. We believe our clients deserve to understand not just what they’re wearing, but how it was made and why it performs the way it does. Therefore, transparency is not a strategy but rather a reflection of our values.
Working with exceptionally high concentrations requires more than just increasing the percentage of perfume oils. It demands a meticulous approach: extended ageing and maceration periods, careful selection of raw materials, and precise adjustments to the formula to ensure balance and harmony.
This level of transparency deepens knowledge and fosters trust. Our clients are informed, discerning and knowledgeable – they appreciate the honesty and integrity behind our creations.
CM: Amouage has long been present in iconic retail destinations such as Harrods. Looking ahead, are we set to see an increased presence in domestic markets matched by further stores in airport travel retail?
MP: We see growth not as a pursuit of scale, but of significance. Over the past few years, we have carefully expanded our global footprint through a series of immersive boutiques and travel retail experiences and our momentum will continue this year.
In the USA, we are preparing to open new standalone boutiques in New York and Beverly Hills, two cities that appreciate creative boldness and authenticity. In Europe, Rome is next, a natural continuation of our presence in culturally rich cities that understand craftsmanship and heritage.
Travel retail remains one of Amouage’s fastest-growing channels, with sustained double-digit growth across all the markets. In fact, we closed the first quarter of 2025 with over 49% growth compared to last year, a clear reflection of our clients’ appetite for distinction, depth, and authenticity. This is represented by new installations and A-sites such as our latest pop-up in Istanbul featuring our latest duo of Exceptional Extraits: Guidance 46 and Purpose 50.
CM: How is L’Oréal’s long-term but minority investment in the House of Amouage likely to influence the brand’s positioning and expansion within the travel retail sector, particularly in balancing exclusivity with global exposure?
MP: There is no impact on the current Amouage organisation. Any future decision will be made as in the past, by the current management team, under the command of the current CEO and guided by the Board of Directors. Amouage’s operations and products will remain unchanged. The investment aims to enhance Amouage’s global competitiveness and reach while preserving its identity and creative integrity.
CM: If there are three things you want to communicate to the travel retail industry about Amouage and your ambitions, what would they be?
MP: At Amouage, we see travel retail as a platform to shape, not just serve, the High Perfumery category. Our ambition is not to multiply doors, but to partner with operators who share our vision of creating meaningful brand experiences. Each location is selected not only for its potential but for its ability to sustain the kind of excellence that defines our segment.
As the channel shifts toward premiumization and deeper engagement, we believe High Perfumery deserves its own strategic lens and are proud to contribute to that as the “category captains”, bringing our distinctive brand assets to the table – from storytelling-led merchandising and fragrance rituals to bespoke experience.
Our Omani heritage is not just a point of difference. It is a foundation for how we lead. It shapes our design philosophy, our creative process, and our sense of responsibility within this channel. We approach every partnership as a long-term investment in retail excellence, where depth matters more than reach, and meaning lasts longer than visibility.
