Faux Consultancy has been appointed as the official public relations partner for INITIO Parfums Privés in the Middle East.
Under the remit, the Dubai-based agency will manage press relations and influencer activations for the French fragrance house, supporting efforts to drive communications awareness across the region.
Founded in 2011, Faux Consultancy operates as a full-service communications consultancy, working with a mix of global and independent brands across the GCC. The agency focuses primarily on the luxury and niche segments within fashion and beauty, providing on-the-ground regional expertise from its base in Dubai.
INITIO Parfums Privés, founded in 2015, is positioned as a luxury fragrance label built around the concept of functional perfumery. The brand is built around the concept of developing fragrances that are designed to interact with the brain and influence emotional responses such as well-being, self-confidence and desire. The brand’s portfolio is structured across four collections: Carnal Blends, Hedonist, Black Gold Project and Absolutes.
The appointment will see Faux Consultancy supporting INITIO Parfums Privés’ communications strategy in the Middle East as the brand continues to build its presence across the Middle East.
The appointment comes as niche and luxury fragrance brands continue to gain traction across the Middle East, driven by strong consumer appetite for scent-led personal expression and high-intensity compositions in the region.
