Bahraini women spend an average of 150 Bahraini dinars a month on perfumes and beauty products, the triple of what men pay out, according to a study published yesterday.

The conclusion by the Bahrain News Agency confirms other study findings about the strong penchant of Gulf women, regardless of their purchasing power, to use perfumes and personal care products.

"Gulf women and men like strong and long-lasting perfumes to mark occasions or to simply to feel better. It is definitely a taste of the Orient," Al Ezz Managing Director Othman Janahi yesterday told Gulf News.

"Jewellery is important here, but interest in beauty products is becoming highly significant, and that's why we are implementing a new policy to make them readily available throughout the year," he said.

The staggering $1.7 billion (Dh6.24 billion) Gulf women spend on beauty products each year testifies to the lucrative wisdom of the decision.

Like most Gulf nationals, Janahi believes that beauty products are no longer luxury items, but an essential part of modern lifestyle.

"The spirited attachment to perfumes and an increased awareness of skin care are boosting demand for perfumes and beauty products," he said.

"Many Gulf women are covered from head to toe, but often strong, sweet perfumes emanate from them. They are always very self-conscious about their looks and perfumes," he said.

The interest is not confined to well-off Bahraini women, according to Janahi.

"Bahrain has an interesting multi-cultural make-up, with local people, Arabs, Europeans, Americans, Asians and Australians. This wide variety of tastes is an opportunity for big names to sell their products," he said.

"Quite often European make-up artists need time to adjust to cultural differences. An evening make-up in France for example is quite often a natural, day look in the Gulf," he said.

Janahi said that Gulf women were very brand-oriented and as such were very discerning customers.

According to the study, Bahraini women were not interested in international names and were ready to spend more on brands that they believed matched their feminine nature.

"Roses, jasmine, musk and amber are a favourite when it comes to essence. Bahraini women believe that perfumes based on these elements last longer and offer the strong smell that they like," said Fahad Eisa from Junaid Perfumes.