Fragrance house Iberchem unveiled its latest fragrance concept, ‘Abracadabra,’ for the first time at the recent Beautyworld Middle East in Dubai. Visitors were introduced to eight original fragrances created by Iberchem’s perfumers, showcased through innovative and interactive displays.
Ana Gómez, Iberchem’s perfumer in the Middle Eastern market, was involved in the creation of this collection. Today we sat down with her to talk about the results of the event.
ParfumPlus: What can you tell us about ‘Abracadabra’?
Ana Gómez: The concept originated from the belief that behind every perfume there is the magic of the perfumer. When a perfume is crafted, the result can be indescribable and surprising, much like a magic trick that catches you off guard.
Building on this idea, we developed a collection inspired by various magical themes such as escapology, mentalism, and illusion. We applied the essence of each magic trick to create unique perfumes. Magic is timeless and suitable for any season, particularly as a way to escape the daily grind and indulge in a moment of dreaming.
PP: Your stand was one of the busiest in your pavilion. What caught people’s attention?
AG: What impressed visitors the most was the originality of the display and the way the fragrances were presented at the stand. This enhanced the overall experience of exploring the scents. Features included a pyramid of cards, an illusion mirror, and an interactive table showcasing 3D perfume bottles, with each fragrance having a display theme that corresponded to its unique character.
Moreover, Normando the Magician, who was absolutely brilliant, served as the highlight of the event. His remarkable magic tricks captivated the audience and played a crucial role in keeping the stand busy and the public engaged with the enchanting concepts behind each of our perfumes.
PP: In terms of your creations, how did you link them to this magical concept?
AG: Abracadabra is an extremely fun concept to work with at the time of creating the fragrances. The concept of magic is inspiring and quite different from what we are used to. We had to work with themes such as escapology, mentalism, illusions, etc. And to investigate them to understand the idea of the trick behind it.
In my creation, ILLUSION, I sought to blend ingredients that initially seemed incompatible. However, with a touch of magic, they transformed into a remarkably addictive fragrance. I combined cold, subtle spices like ginger and black pepper with warmer, darker spices such as clay and cinnamon. Although these ingredients might not typically go together, the artistry of a perfumer can create a scent that is truly captivating.
PP: What can we expect from Iberchem in the future?
AG: We are committed to surprising our audience with new and exciting fragrance concepts. One of the biggest challenges for the entire team at Iberchem is to develop innovative ideas for exhibitions that not only introduce fresh concepts to the market but also create a memorable experience for attendees, showcasing our passion for our work.
Every year, the company participates in numerous exhibitions around the world, and we find it essential to keep innovating. We are determined to maintain the highest quality in everything we do, which makes attending any of our events worthwhile.
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