A highly coveted brand among perfume aficionados for its cult-favourite creations, Amouage has appointed Marco Parsiegla as its new CEO, indicating that the brand is aiming to embark on a new chapter and extend its appeal to a wider audience beyond hardcore fragrance enthusiasts and wealthy connoisseurs.
Parsiegla, who is bringing decades of experience in the fragrance and cosmetics industry, will drive the development of Amouage’s fragrances while adapting to global market trends and customer behaviour in addition to elevating the Amouage experience at every touchpoint, a press release said.
“Throughout my many years in the industry, Amouage has been one of the ‘best kept secrets’; a brand that is deeply rooted in traditions yet has taken its place amongst the most critically acclaimed fragrance houses in the world. To me, Amouage is so much more than just fragrance, it is true creative mastery – rare and extraordinary,” Parsiegla said.
“I look forward to authoring the next chapter in the brand’s story and evoking new emotions and creating new connections that our customers will cherish. We also want to tap into the next generation of fragrance enthusiasts that believe less in brand affirmation and more in personality amplification.”
On a mission to modernise the company, Parsiegla is carrying out an almost head-to-toe reorganisation of the brand’s business model and provided some insight into future management.
“I tossed aside the idea of appointing a single creative director to helm the brand, and moved towards creating a more inclusive and dynamic creative collective. We are currently recruiting a hub of exceptional artists who will be operating in unison under the leadership of a newly established chief experience officer position. These include perfumers, editors, designers, audiovisual artists, etc. to name a few,” Parsiegla said.
Prior to joining Amouage, Parsiegla held the role of executive vice president for Global Luxury at Havas, and has been credited for creating relevant content and reaching the next generation of fragrance enthusiasts. He was formerly the general manager and vice president of Prestige Products at Procter & Gamble, with end-to-end responsibility for the global beauty business.