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Amouage Joins Aura Blockchain Consortium Redefining Luxury Through Traceability And Trust AMOUAGE has joined Aura Blockchain Consortium as its first Strategic Member, the first beauty brand globally, and the first member from the Middle East.? ? In its role as a Strategic Member, the House will bring its perspective informed by four decades of experience, offering counsel on strategy and collaborating with the Technical Committee that guides the development of blockchain solutions for the luxury sector. Through this, #Amouage will play an active part in setting new standards for transparency, provenance, and long-term value across high-end #perfumery and #beauty.? ? At Amouage, every creation carries a story of ingredients, place, intention, and craft. Through the launch of its first Digital Product Passport (#DPP), powered by Aura’s blockchain technology, the House offers clients access to an even deeper story.?? ? All new Amouage creations are being integrated into the blockchain, with nearly three million existing ones set to be retroactively added. This advancement marks a natural extension of the House’s philosophy of thoughtful luxury. With each DPP linked to a secure Wallet Card, clients will unlock a world of tailored services, premium content, and personal engagements that embody Amouage’s dedication to excellence.? ? “Today’s clients, especially younger ones, are more curious, more informed, and more drawn to brands that speak with honesty,” commented Marco Parsiegla, CEO of Amouage. “At Amouage, transparency has never been an afterthought; it’s part of our DNA. Transforming Wadi Dawkah into the region’s first Smart Forest was one of our early steps to trace the journey of our ingredients, and today, we are building on that foundation by serialising every creation.” Since 2021, Aura Blockchain Consortium has brought together forward-thinking luxury houses to collectively address the growing scrutiny within the industry around ingredient sourcing, product authenticity, and sustainability claims. With more than 50 members today, its reach extends into the luxury beauty sector, where digital transformation is set to redefine how brands connect, communicate, and build trust with their clients. #Amouage #AURA #AuraConsortium #Blockchain #Traceability Sethu Gpillai, Pullarao komatineni, Andras Komar, Rayyan AlAbdullatif, Mark Tuka, Maria Camino, Rachel McHugh, Davide Di Stefano, Eugenie Vellieux, Arnaud Masurel, Hussein Hashemi