ALMAS Brand Launch and Promotion BY Daisy Rogers
BRAND LAUNCH AND PROMOTION BY DAISY ROGERS N0448356 F AS H I O N C O M M U N I C A T I O N A N D P R O M O T I O N Y E A R 1 CREATIVE NETWORKS SIMON BEALES FASH10106 WORD COUNT:3052
Contents
INTRODUCTION PG.6-9
PERFUME AND CULTURE PG.10-13
BRANDING AND IDENTITY PG.14-19
LAUNCH LOGISTICS PG.20-29
MARKETING AND PUBLICITY PG.30-37
EVALUATION PG.38-39
LIST OF REFERENCES PG.40
LIST OF IMAGES PG.41-42
B I B L I O G R A P H Y P G . 4 3 - 45
Introduction
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ith the Prophet Muhammad advocating fragrance as a spiritual way to anoint yourself before prayer (Dunlop, 2012: Online), it is no
surprise that the Middle Eastern fragrance market is currently valued at $3.5 billion. This is estimated to reach $10 billion by 2015 (Anon, 2011: Online; Roemburg, 2012: Online) with the Middle Eastern customer on average spending $380 on perfume, per person, per year (Anon, 2012: Online). With reference to this, our perfume concept will be targeted at 25-30 year old, Middle Eastern females. Named Almas, this decadent, expressive, exclusive and contemporary perfume will be targeted at young females to inspire them to embrace both their cultural, religious heritage and modern lifestyle.
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Perfume and Culture 11
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ulturally perfumes are seen as a necessity for the Middle Eastern customer. With the Prophet Muhammad’s recommendation, fragrance is considered a spiritual
way to anoint yourself before prayer (Dunlop, 2012: Online). It has also been an integral part within Arabic and Islamic culture to give expensive oud and amber perfumes as gifts during Eid, Ramadan and other special occasions (Ajaml, 2012: Online). With these events taking place year in year out, it shows the constant demand for our product. The other importance of perfumes within the culture is that with women often wearing the niqab or hijab, their scent is the clearest way to exert their individuality and personality (Salama, 2008: Online).
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Branding and Identity 15
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lmas, meaning diamonds in English, is the name for our perfume, communicating its high end and luxurious feel and meaning. The logo also incorporates the
diamond idea. We have designed two diamond shapes that interlock to represent the connection between their Middle Eastern heritage, juxtaposed with today’s modern society. It also reflects the way Middle Eastern women have two identities; the way the public view her, and the way she views herself. We want to enable modern Middle Eastern women to enhance their identity and build self-confidence, with fragrance being a positive way of self-expression.
To represent its high sense of luxury and its exclusivity this niche perfume
will be sold for ÂŁ250-ÂŁ300. The exclusivity and high price enhances the allure and excitement of the fragrance, providing the customer with a perception of individuality and defining its position as a luxury product (Bickle, 2010).
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The packaging of the Almas product is also highly important as the image of the packaging provides the purchasers with the statement, “we care about you after you have left our store�(Bickle, 2010). The simple and understated, yet luxurious box is matte black with embossed glossy writing, referencing how some Middle Eastern women wear the hijab to cover themselves. Whilst inspired by kaleidoscopes, with bright gold, purple, pink and blue colours, the triangular prism perfume bottle is something that the consumer will treasure, with many people considering perfume bottles to be works of art to be treasured and displayed even after the perfume is finished (Chee, 2011: Online). This is to represent the free, vibrant side of our consumer embracing a more modern lifestyle.
Based on market research, speaking to William
Grabie, an industry expert at Harrods, who has worked on the Amouage and Boadicea the Victorious counter, majority selling to Middle Eastern customers, it was found out that the most important factor Middle Eastern women look for in perfume is for it to be long lasting and strong. However he did mention that the younger target market that we would be targeting our perfume at do not wish to smell like their mothers. They instead prefer something a little subtler with scents such as violet, pink pepper and green leaves. Market research from Christina Linaza, a photographer and blogger living in Dubai, found that young women prefer big brands and the latest fragrances with strong identities. With the industry experts knowledge and to act as a point of difference we have decided to make our fragrance a much lighter and softer scent, still with the traditional oud but with added violet, pink pepper and musk tones, therefore it is still a strong Middle Eastern scent but with Western ideals.
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Launch Logistics 21
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rands are a long-term investment; therefore launching a
London over this period, an increase of 11% on last year,
new brand is more than just launching and establishing
and on average a single Saudi Arabian shopping transaction
the concept. You are establishing the relationship and
averages out at ÂŁ600 (Mills, 2010: Online). All these factors
signing the intellectual and emotional contract with the
highlight the strong opportunity of sales during this period
potential customer. Launching a new brand is about the
for Almas, making it the ideal time to launch.
experience rather than just the product (Hameide, 2011). So
One of the biggest draws in the Ramadan rush period is the
as a result it is vital that the launch for Almas is personal to
high end, luxury department store, Harrods; with it being
its customer.
nicknamed the Harrods Hajj (Rawstorne, 2012: Online).
The perfume will be launched at the beginning of June to
With the Middle Eastern customer being the second highest
coincide with the Ramadan rush. Generally taking place
spending group in Harrods and with its Middle Eastern
between the months of June and July, this is a period of
background and history, it is only fitting that Almas will be
time when the Middle Eastern customer travels to the UK
sold exclusively in Harrods (Barrett, 2011: Online). With
just before Ramadan, to escape the hot climates of their
personal selling being at the front line of activity, it is here that
country. This is of mass importance to us because of the
the customer meets the human face of a brand, embodied in
high spending that occurs in this time frame. The month
the person selling to and assisting the customer, therefore
before Ramadan sees the amount spent by Middle Eastern
with Harrods well known good customer services this again
customers double than in other months (Rawstorne, 2012:
makes it the ideal place for Almas to be sold (Jackson, 2009).
Online). They are expected to spend ÂŁ250 million in
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The first initial pre launch party will take place in the Middle East, in Dubai, at the end of May just before the product launches in the UK and when the Middle Eastern customer descends on London. Having the launch in the Middle East, therefore making it much more personal, will hopefully create a stronger and longer lasting relationship with Fig 10
the customer, rather than a one-time purchase of Almas (Hameide, 2011). Situated in the heart of the desert and nestled in the dunes of Dubai, Bab Al Shams Desert resort, meaning “getaway to the sun”, is the ideal authentic, traditional location for the launch. To keep in line with Almas’ view on staying true to the customer’s heritage and traditions, this luxury location is true to the culture and heritage of Dubai and the UAE. Being a 40min drive from the city and 45min drive from the Airport, the location is easy access for the guests whilst still retaining its exclusivity, whilst building up excitement and intrigue on the journey to the launch.
This Arabic setting is full of large courtyards,
winding walkways and idyllic pools and water features. It will be scattered with large, oversized, low cushioned seating. Traditional Arabic lanterns will flood the area with
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pools of glowing, golden light. As well as this, there will also be consistent lighting changes like the ones shown in the video from the Amouage headquarters launch, as well kaleidoscope projections (Bacchus Agency, 2013: Online). Violet flower petals will be scattered all over the floor and as if a bottle of Almas had smashed into pieces, the entire space will be filled with the sumptuousness, intoxicating scent, with the space being refreshed with the scent every so often to give that re reminder of the oud, pink pepper, violet and musk smell of the Almas perfume. Guests will be treated to canapés including Lebanese cucumber, lebneh and orange blossom honey, Chicken and pistachio Kibeh and haloumi, caramelized onions and rosemary manakeesh, and to interlink the modern and heritage idea behind Almas there will be a DJ playing an Arabic house music mix.
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Guests invited to the event include Middle Eastern models Hanaa Ben Abdesslem, Hind
Sahli and Huda Naccache, models that are trying to break the stereotype of modeling, embracing a much more free and modern lifestyle, something that Almas too is trying to embrace. Designers invited will include The Kayys and Krikor Jabotian. Designers who create beautiful, Middle Eastern designs with traditional elements but with a contemporary twist. Finally fashion bloggers invited include Zubaida Jacob from Butter hot shoes, Nadya Hasan from the Fierce Diaries, Tala Farah from My Small Obsessions, Teresa Karpinska from Style Drifter and Tala Samman from Myfashdiary. Inviting the fashion and lifestyle bloggers is vitally important for Almas as it is trying to be embrace the modern generation and be on a social platform unlike a lot of the Middle Eastern perfume brands.
The other important guest at the pre launch party is the brand ambassador. For the brand
ambassador of Almas I have chosen to use the make up guru of the region, Huda Heidi Kattan. I chose Huda Kattan from my own research of Middle Eastern based blogs and also from a response from another blogger based in Dubai. When I asked the blogger from a Hint of Beautiful if there were any Middle Eastern females that women look up to and idolize her response was Huda Kattan. She is an Award winning blogger and Hollywood trained celebrity makeup artist in Dubai. Through her blog she has reached millions of views in over 100 countries in her aim to influence women everywhere on easy ways to boost, enhance and embrace their natural beauty but also their confidence (Anon, Huda Beauty n.d: Online). With Huda being in the target age group herself, at 29, and with her views on embracing your own beauty and boosting your self confidence, these key attributes and views make her the ideal brand ambassador for Almas, and the ideal representative and roll model for our consumers to relate to and look up to. Fig 15
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At the end of the initial launch evening the guests will go away from the launch with a small perfume tester vial, and an invitation to the exclusive London launch of the perfume where it will go on sale for the first time. This launch party will hopefully embody all the thoughts and ideas behind Almas, a traditional setting, but with a modern party. This exclusive event will act as the enticement and advertisement of Almas to the Middle Eastern consumer, creating a buzz around the product so hopefully therefore, when they journey to the UK and London, Almas will be the first thing on their mind to purchase. The actual launch of the perfume will take place in Harrods itself at the beginning of June, two weeks after the pre launch event in Dubai. To create an excitement around the product and the launch, the Harrods windows will take over as a countdown clock. With each window covered up apart from a simple countdown phrase, for example,“10 days to go‌â€? Then as each day passes the window will be revealed to show displays with different elements encompassing ideas associated to Almas. On the final day, the final window will be revealed, finally disclosing the perfume product Almas. The majority of the launch day will be an exclusive event, with PR companies, magazines and press invited, as well as the guests from the pre launch party in Dubai and the brand ambassador, Huda Kattan. However it will open to the public for the last hour of sales on the first day. This is to maintain the buzz and exclusivity around the product.
David Riddiford (Jackson, 2009) stated that the location, aesthetics and shopping experience of any successful selling environment must inspire, involve and excite consumers. For that reason I have taken inspiration from the new Alexander McQueen store on Dover Street. The perfume launch area would include an interactive table where customers can scroll and search through all the information about Almas, the advertising and launch, including behind the scenes videos of the advertisement photograph shoot, unseen photographs from the shoot, and videos from the pre launch event in Dubai. The mirrors will also have in built cameras allowing the customers and guests to take photographs at the event, adding an interactive concept and something personal to take away with them (Karmali, 2012: Online). This is to also highlight the modern element of Almas with it embracing technology within the brand and perfume counter. There will also be Arabic speaking staff on the perfume counter to ensure that the highest standard of service is provided. The final part of the launch is that the Harrods carrier bags across the store for one day only will be a luxury glossy, card bag which will also include the Almas brand name and logo embossed in gold. This is of mass importance as Carrier bags also act as a promotional tool. With most bags being discarded once the product arrives home, some bags from quality brands, such as Harrods, will be continually used, forever promoting Almas (Jackson, 2009). 29
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Ma r k e t i n g a n d Publicity
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orking alongside Modus PR company, Almas hopes to obtain as much publicity as possible to therefore gain coverage in the Middle Eastern magazines including Harpers Bazaar Arabia, Grazia Dubai, Alef
and Haute Muse. These are all magazines that are aimed at our chosen target market so would therefore be most effective if featured in these magazines. We would also like to be featured in Airline in-flight magazines, including Virgin and Emirates, the ideal time to advertise to potential customers when they are travelling to the UK. Almas has chosen to work alongside Modus publicity because of its innovative and effective media strategies. It retains the benefits of working with a smaller agency but combining them with the invaluable strengths of a larger company (Anon, Modus PR, n.d: Online). Therefore putting Almas at an advantage with its leverage across the media. Our current perfume advertisements, which we would hope to be in the above high-end fashion magazines, feature the idea of reflection, capturing the essence of our brand, including the logo, name and identities of our customer. The simplicity of the advert with the use of soft, bright lighting creates a soft yet strong image, focusing on the models natural beauty and to make sure it is not to offend.
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To embrace the other side of Almas’ views, it will launch on
using the Almas perfume, again an opportunity to increase
several media platforms to embody the modern element of
a solid following with its customers at a personal level.
Almas. The positive element of this is that the big difference
The digital element of Almas is highly important, as it is a
compared with other mass media such as magazines and
way to stay in contact with its young customer as well as it
billboards, is that the web is global, not limited by geography,
being a point of difference to other Middle Eastern perfume
it is open and up to date, therefore a global medium and able
brands. All these digital and social media platforms will
to communicate to potential customers across the world
be continually updated throughout the year to keep the
(Bergstrom, 2009).
customer updated, always interested and loyal to the Almas
brand.
To create the Almas social media takeover
we would create an official website, Facebook, twitter,
instagram and blog. Before the initial launch of the perfume
will continue to make its mark across the media throughout
each of these media platforms will again have a mysterious
the year. As well as the constant updates on the social
countdown to the launch until the brand is revealed and
media platforms there will be continuing coverage in the
the perfume is launched. The official website, like many of
Middle Eastern fashion and lifestyle magazines, as well as
the luxury brands, has been adopted as a communication
relationships with Middle Eastern celebrity’s, bloggers and
channel rather than a distribution one (Hameide, 2011).
models, with them “spotted” wearing Almas. As a way of
It will contain brand information and history, brand
re promotion, 6 months through the year, after the initial
news, advertisement campaigns and information all about
launch of Almas, a pop up store will be in Boutique 1 in
the latest fragrances. Facebook and Twitter will act as a
Dubai where Almas will be available to buy for three days
communication channel, with consumers being able to
only. This exclusive store is renowned for its personalized
communicate their thoughts and feelings of the perfume
service, luxury and pioneering spirit, with it being the
and brand. Whilst Instagram gives people the chance to stay
ultimate fashion and lifestyle destination in Dubai, the
up to date with Almas in a much more behind the scenes
perfect location for the Almas pop up store. This will
and visual way, making it a much closer and a more personal
enable there to be a reestablishment of the excitement
relationship with the brand and the consumer. Finally the
and exclusivity that surrounds Almas. Again acting as a
blog will take inspiration from Burberry’s Art of the Trench
promotional activity to entice people over to the UK to re
blog. It will act as a platform where Almas consumers can
buy into Almas.
upload their own images of experiences when wearing or
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Continuing to work alongside Modus PR, Almas
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Fig 24
Evaluation
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uxury brands are often being described as “brands that no one really needs, but everyone desires” (Hameide, 2011). However Almas is the exception, to this. It
is a need and a desire. It is a form of identity for our customer, enhancing both our customer’s lifestyle and confidence. Almas as a brand is a promise. It is a promise that it will deliver a value in the best, most efficient way and will always do so (Hameide, 2011). Many women are seeking to rediscover exclusivity and Almas offers them this (Anon, WGSN, 2001: Online). It will be the new, contemporary; niche fragrance aimed at the young, modern Middle Eastern women. After carrying out our research I strongly believe that Almas will be a truly successful perfume with it being the new quintessential, must have perfume of the Middle East.
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LIST OF REFERENCES Ajaml, N. 2012. FM United Arab Emirates has Finally Landed in the Middle East. Available at: http://www.fmgroupuae.com/en/ news/131-fm-united-arab-emirates-has-finally-landed-in-the-middle-east.html [Accessed 26th May 2013] Anon. 2011. Arabian Perfume Market Worth $3.5bn. Available at: http://www.ameinfo.com/257023.html [Accessed 25th May 2013] Anon. 2012. Emiratis Spend $3.1B on Perfume. Available at: http://english.nuqudy.com/Gulf/Emiratis_Spend_3.13-1985 [Accessed 25th May] Anon. 2001. Fragrances Market Trends and Developments. Available on: WGSN [Accessed on 1st June 2013] Anon. N.d. Huda Beauty, About Me. Available at: http://hudabeauty.com/huda-kattan/ [Accessed 31st June 2013] Anon. N.d. Modus PR, About Us. Available at: http://www.moduspublicity.com/about-us/who-we-are/ [Accessed 1st June 2013] Bacchus Agency. 2013. Amouage Headquarters Launch 2012, Youtube. Available at: http://www.youtube.com/watch?v=HZ838XNdros [Accessed 31st May 2013] Barrett, C. 2011. Happy Days for Harrods. Available at: http://www.ft.com/cms/s/0/ab22e8f4-f581-11e0-94b1-00144feab49a. html#axzz2VG62x0SZ [Accessed 28th May 2013] Bergstrom, B. 2009. Essentials of Visual Communication. Edition. Laurence King Publishers. Bickle, M. 2010. Fashion Marketing: Theory, Principles and Practice. Edition. Fairchild Pubns. Chee, K H, 2011. Amouage Launches “Honour� the Hot New Perfume for Men and Women. Available at: http://keehuachee.blogspot. co.uk/2011/06/amouage-launches-honour-hot-new-perfume.html [Accessed 26th May 2013] Dunlop, C. 2012. Wordly Scents. Available at: http://www.marieclaire.com/hair-beauty/trends/culture-of-fragrance [Accessed 26th May 2013] Hameide, K K. 2011. Fashion Branding Unraveled. 1 Edition. Fairchild Pubns. Jackson, T. 2009. Mastering Fashion Marketing (Palgrave Master). Edition. Palgrave Macmillan. Karmali, S. 2012. McQ London Flagship Opens. Available at: http://www.vogue.co.uk/news/2012/09/14/mcq-london-flagship-storeopens---alexander-mcqueen [Accessed 31st June 2013] Mills, S. 2010. Invasion of the Bling-ionaires. Available at: http://www.dailymail.co.uk/news/article-1301419/Invasion-Bling-ionaires. html [Accessed 28th May 2013] Rawstorne, T. 2012. Ramadan Gold Rush. Available at: http://www.dailymail.co.uk/news/article-2166706/Ramadan-gold-rushTime-year-Arab-plutocracy-descends-austerity-London-party-spend.html [Accessed 28th May 2013] Roemburg, J V. 2012. Middle Eastern Fragrances, Big Growth for Scent Industry. Available at: http://www.air-aroma.com/blog/ middle-eastern-scents-big-growth-for-fragrance-industry [Accessed 25th May 2013] Salama, V. 2008. Scents and Sensibility. Available at: http://www.thenational.ae/news/world/middle-east/scents-and-sensibility [Accessed 26th May 2013]
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LIST OF IMAGES Fig 1. John Russo, online 2012. Zoe Saldana for Harpers Bazaar Arabia September 2012. Available at: http://www.justjared.com/ photo-gallery/2714942/zoe-saldana-harpers-bazaar-arabia-04/ [Accessed on 2nd June 2013] Fig 2. John Russo, online 2011. Paula Patton for Harpers Bazaar Arabia December 2011. Available at: http://www.magxone.com/ harpers-bazaar/paula-patton-harpers-bazaar-arabia-december-2011/attachment/paula-patton-harpers-bazaar-arabia-6/ [Accessed on 2nd June 2013] Fig 3. John Russo, online 2011. Paula Patton for Harpers Bazaar Arabia December 2011. Available at: http://www.magxone.com/ harpers-bazaar/paula-patton-harpers-bazaar-arabia-december-2011/attachment/paula-patton-harpers-bazaar-arabia-6/ [Accessed on 2nd June 2013] Fig 4. Karim Sadli, online 2011. Hanaa Ben Abdesslem for Vogue Paris March 2011. Available at: http://models.com/feed/?tag=hanaaben-abdesslem [Accessed 4th June 2013] Fig 5. John Russo, online 2012. Zoe Saldana for Harpers Bazaar Arabia September 2012. Available at: http://www.justjared.com/ photo-gallery/2714942/zoe-saldana-harpers-bazaar-arabia-04/ [Accessed on 2nd June 2013] Fig 6. Nick Turner 2013 Product Design Perfume Bottle. Designed 15th May 2013 Fig 7. Nick Turner 2013 Product Design Perfume Bottle. Designed 15th May 2013 Fig 8. Nick Turner 2013 Product Design Perfume Bottle. Designed 15th May 2013 Fig 9. Fig 1. John Russo, online 2012. Zoe Saldana for Harpers Bazaar Arabia September 2012. Available at: http://www.justjared. com/photo-gallery/2714942/zoe-saldana-harpers-bazaar-arabia-04/ [Accessed on 2nd June 2013] Fig 10. Anon, online N.d. Bab Al Shams Desert Resort. Available at: http://www.classicresorts.ie/accom.asp?a=483&d=3 [Accessed on 3rd June 2013] Fig 11. Anon, online N.d. Bab Al Shams Desert Resort. Available at: http://www.travelervip.com/en/private-sale/united-arabemirates/dubai/bab-al-shams-desert-resort?p=emiratesnbd [Accessed 3rd June 2013] Fig 12. Anon, online N.d. Bab Al Shams Desert Resort. Available at: http://www.meydanhotels.com/babalshams/aboutmeydan.htm [Accessed 3rd June 2013] Fig 13. Anon, online N.d. Bab Al Shams Desert Resort. Available at: http://en-maktoob.entertainment.yahoo.com/photos/the-mostexclusive-restaurants-in-dubai-s-top-hotels-1337775113-slideshow/al-hadheerah-bab-al-shams-desert-resort-photo-1340534760. html [Accessed 3rd June 2013] Fig 14. Anon, online N.d. Bab Al Shams Desert Resort. Available at: http://www.madinat.ru/hotels/bab_al_shams.asp [Accessed 3rd June 2013] Fig 15. Anon, online N.d. Hind Sahli. Available at: http://xoxoalizee.blogspot.co.uk/2010/05/hind-sahli.html [Accessed 4th June 2013] Fig 16. Anon, online N.d. Hanaa Ben Abdesslem. Available at: http://xaxor.com/fashion/hanaa-ben-abdesslem-for-vogue-thailandmay-2013-by-roger-deckker.html/attachment/hanaa-ben-abdesslem-roger-deckker4 [Accessed 4th June 2013] Fig 17. Anon, online N.d. Huda Kattan Beauty Blog. Available at: http://hudabeauty.com/huda-kattan/ [Accessed 4th June 2013] Fig 18. Anon, online 2012. Krikor Jabotian F/W12. Available at: http://www.krikorjabotian.com/album/chapter-one/ [Accessed 4th June 2013] 41
Fig 19. Anon, online 2012. Krikor Jabotian F/W12. Available at: http://www.krikorjabotian.com/album/chapter-one/ [Accessed 4th June 2013] Fig 20. John Russo, online 2011. Paula Patton for Harpers Bazaar Arabia December 2011. Available at: http://www.magxone.com/ harpers-bazaar/paula-patton-harpers-bazaar-arabia-december-2011/attachment/paula-patton-harpers-bazaar-arabia-6/ [Accessed on 2nd June 2013] Fig 21. 2013. Almas Advertising Campaign [Shot 20th May 2013] Fig 22. 2013. Almas Advertising Campaign [Shot 20th May 2013] Fig 23. John Russo, online 2012. Zoe Saldana for Harpers Bazaar Arabia September 2012. Available at: http://www.justjared.com/ photo-gallery/2714942/zoe-saldana-harpers-bazaar-arabia-04/ [Accessed on 2nd June 2013] Fig 24. John Russo, online 2011. Paula Patton for Harpers Bazaar Arabia December 2011. Available at: http://www.magxone.com/ harpers-bazaar/paula-patton-harpers-bazaar-arabia-december-2011/attachment/paula-patton-harpers-bazaar-arabia-6/ [Accessed on 2nd June 2013]
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BIBLIOGRAPHY Ajaml, N. 2012. FM United Arab Emirates has Finally Landed in the Middle East. Available at: http://www.fmgroupuae.com/en/ news/131-fm-united-arab-emirates-has-finally-landed-in-the-middle-east.html [Accessed 26th May 2013] Anon. 2011. Arabian Perfume Market Worth $3.5bn. Available at: http://www.ameinfo.com/257023.html [Accessed 25th May 2013] Anon. 2012. Emiratis Spend $3.1B on Perfume. Available at: http://english.nuqudy.com/Gulf/Emiratis_Spend_3.13-1985 [Accessed 25th May] Anon. 2001. Fragrances Market Trends and Developments. Available on: WGSN [Accessed on 1st June 2013] Anon. N.d. Huda Beauty, About Me. Available at: http://hudabeauty.com/huda-kattan/ [Accessed 31st June 2013]
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