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Depe inks deal to boost fragrance industry

Dubai, July 9, 2011

The Dubai Events and Promotions Establishment (DEPE) has signed a MoU with the Fragrance Foundation Arabia (FFA) to create several initiatives that will help further boost the multi-million-dollar fragrance industry in Dubai.

Depe, an agency of the Department of Economic Development (DED), said the step comes in line with its efforts in supporting the various segments of the retail sector in the emirate.

According to the MoU, Depe and FFA will jointly work to organise unique promotions, events, exhibitions and workshops that will involve local retailers and international fragrance brands in an effort to give the consumers a better understanding of how the industry cater for their needs in terms of providing the best experiences while choosing their perfumes.

Laila Suhail, CEO of Depe said: 'We are very pleased to be co-operating with FFA on this venture; we share the same aims and aspirations in terms of how to take this vibrant market forward.'

'As Depe, we always look into innovative partnerships that aim at supporting the retailers in Dubai, and by signing this deal, we will be tapping into an important retail segment working towards developing and enhancing its performance,' she stated.

Shahzad Haidar, chairman of FFA, said the move is in line with FFA’s efforts to create strategic alliances that serve the fragrance industry in the region.

'We believe that Depe, with its long standing history of facilitating retail initiatives and its excellent network connections with major players in Dubai’s retail industry, will be a great partner to work with to achieve our goals,' Haidar observed.

“The fact that the Middle East has the highest per-capita spending on fragrance and cosmetics products in the world makes our presence here pivotal to maintain this robust environment. This MoU is a step forward in this direction,” he added.

FFA said it will be announcing its second edition of FiFi awards to be held next November. Each year, The Fragrance Foundation celebrates the 'FiFi,' the 'Oscars' of the fragrance world, honoring the fragrance industry's creative achievements.

The Fragrance Foundation Recognition Awards have become symbols of excellence around the world.-TradeArabia News Service

Tags: Depe | fragrance industry |

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