Personal Branding through Perfume in the Middle East: Investigating the Role of Fragrance in Self-Presentation, Impression Management, and Cultural Identity

This study investigates the significance of perfume as a medium for self-expression and identity reflection. The research employs a qualitative approach, gathering narratives from twenty Middle Eastern participants who willingly participated in response to the researcher's request. The findings illuminate the multifaceted role of perfume in the projection of diverse identities. Individuals employ perfume as a means to reveal different aspects of their personalities contingent upon the social context in which they find themselves. Furthermore, perfumes are utilized to convey specific images and convey particular meanings to the public. Beyond surface-level effects, perfumes hold profound implications for individuals' psychological well-being, enhancing mood and fostering positive emotions. This research highlights the significance of cultural identity in the realm of perfume usage, demonstrating how scents can be employed as tools for cultural expression and preservation, ultimately contributing to the complex process of self-expression. The findings of this research offer valuable insights for perfume companies and marketing managers, empowering them to enhance their online communication with consumers and refine marketing strategies specifically tailored to Middle Eastern markets.