“The perfumery marketing in the Middle East and particularly in UAE malls is extremely competitive. The mass and masstige brands are sold across department stores, beauty retailers and standalone shops. And Russian retailers, such as Golden Apple and l’Etoile, have recently entered the market, as well,” said Rawya Catto, deputy general manager of the Middle East for CPL Aromas. “And let’s not forget the competition with local brands that play within that price point. Having said that, Ulta comes with strong brand equity and a differentiated brand mix.”