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MUSCAT, Oman, Sept. 6, 2022 /PRNewswire/ — Following the peak expansion of the sector in the first part of 2022, Amouage has signed a historic partnership with Oman’s Ministry of Heritage and Tourism for the progression of Wadi Dawkah into the Southern Dhofar Governorate. Stretching five kilometers long, the UNESCO World Heritage site is home to many incense trees that, having flourished in the region for centuries, constitute one of Oman’s most valuable herbal treasures. The agreement signed through His Excellency Eng. Ibrahim Said Al Kharusi , Undersecretary of the Ministry of Heritage and Tourism for Heritage Affairs and Sayyid Khalid bin Hamad Al Busaidi, Chairman of the Board of Directors of Amouage.
As new sponsors, Amouage seeks to protect, repair and expand this ancient cradle of valuable resin, which is a key element in Amouage perfumes. This acquisition represents a major step in the sustainable progression of Boswellia Sacra, Oman’s mythical incense tree. Guest center, will serve as a hub for education and tourism, while demonstrating environmental awareness in its construction, taking and supply of energy, all in line with Amouage’s sustainable progression strategy and UNESCO World Heritage site rules. As its faithful guardians, Wadi Dawkah will strengthen Amouage’s ties with Oman and further enhance its values, traditions and majesty.
“Through this exceptional agreement, this is an opportunity to create a must-see tourist and cultural destination and stimulate the external promotion of the exclusive treasures of the Dhofar region. For Amouage, respecting nature means protecting the ecosystems that have been given to us, and in doing so, long-term generations can continue to appreciate and notice the good looks of our perfumes,” said Sayyid Khalid bin Hamad Al Busaidi, Chairman of the Board of Directors of Amouage.
“Today, we celebrate this remarkable milestone, Amouage becomes the father of this deep land of biological incense of remarkable universal price that will contribute to our perfumes. This task will focus on conscious regeneration and will make Wadi Dawkah a center of gravity for the sustainable progression of Omani incense,” said Marco Parsiegla, CEO of Amouage.
This farm will bring to the total world the most productive of Amouage’s know-how in high perfumery. Wadi Dawkah represents Amouage’s fully controlled site after its Manufacture in Muscat, which remains its production and production base. Terroir, Amouage will now be able to integrate all the knowledge of perfumery: collection, distillation, mixing, aging and production. With its new sustainability strategy, Amouage is ready to launch an ambitious plan that includes protecting and restoring nature in Oman, minimizing waste, reducing its carbon footprint and expanding for farming communities.
Building on its Omani heritage of generosity and artistic spirit, Amouage remains committed to creating a positive effect on the climate, nature and people.
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SOURCE Love