Page 40 - EM - EXPORT MAGAZINE PERFUMERY EDITION SUPPLEMENT

INTERVIEW

Seinde

SiGnAtuRe

how To build up a MarkeT for arTisTic

fragrances in a coMplex MarkeT as nigeria

EXPORT MAGAZINE: When did you establish Seinde Signature company
and which has been the main objective, since the very beginning?
OLUFEMI OLUSOLA: We established Seinde Signature informally during the
2020 pandemic. It actually started as an Instagram account where I’d post my
beloved fragrance collection. I eventually started to get a lot of attention from
the fragrance lovers community (before this I didn’t even know they existed).
They’re called “Frag-Heads”. After a while, people started asking me for advice
on fragrances to buy, and also trying to buy my own personal fragrances, even
when the bottles were almost empty. Then I was approached by niche brands,
asking how they could enter the Nigerian markets, and that is when I knew
there was a gap that I could fill. So, since the beginning the main objective has
really been to introduce and educate more people on niche fragrances and
to give more variety to the fragrance market in general. As one of the major
complaints I had as a collector and I that the Nigerian fragrance community
had was that every store in Nigeria sells the same perfumes.

EM: Nigeria is a huge country and a huge market for fragrances. Which is
your approach to the market?
OO: My key approach is to educate the market first so they understand what
makes niche fragrances special. And we also try to be creative by having
events that are very centered on fragrance experience. Such as the first
anniversary of the company called the Scentiversary, where we brought in
We asked

olufemi olusola,

founder of

seinde signature,

hoW he started

his business in the
fragranCe seCtor

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