“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,” said Parsiegla. “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 modernize the company, Parsiegla is carrying out a reorganization of the brand's business model.
“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,” commented Parsiegla. “These include perfumers, editors, designers, audiovisual artists, etc. to name a few. This Amouage Creative Collective, a mix of established names and emerging figures, will have complete creative freedom on all interactions a consumer has with the house and will also be the voice of the brand.”
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 & vice president of Prestige Products, Procter & Gamble, with end-to-end responsibility for the global beauty business, leading in-depth category experiences at the world’s fourth biggest fragrance company