The Odyssey of Mark Tuka
When you have the pleasure to chat with Mark Tuka, it is inevitable to be transported by his contagious passion for the industry. His renowned expertise in content creation and fragrance journalism led him to the appointment as Global Community Manager at the historic Omani house under the creative direction of industry pioneer Renaud Salmon.
Now based in Muscat, Mark follows the delicate task of mantaining power relationships with key opinion industry leaders, and navigating the impressive heritage of one of the most accomplished fragrance houses in the world.
In this interview, we discover Mark's path within the industry, and the fascinating community ethos behind AMOUAGE.
How did you discover the power of scent? When did you realise you wanted to join the industry?
I always had a profound connection to scents. Heavenly aromas always swirled around my home and from an early age I was introduced to some of the finest creations that have made powerful statements in the history of perfume. My mom is my ultimate muse when it comes to perfumes – she always made sure she had perfume on.
Regarding the industry, I never really had a clear idea on how to be part of it, it all started with a passion and a hobby; I started writing and creating content about perfumes on Instagram over 6 years ago – little did I know that the moment I opened my account would lead me to where I am now.
All I knew is that I immensely enjoy writing about fragrance - it is a creative outlet that elevates me and lets me connect with my inner drive for finding a respite. I found that refuge in perfume. My account started growing and I found myself engaging with the community more and more – every day was a discovery and the days suddenly seemed brighter.
How did you arrive to AMOUAGE? What makes AMOUAGE the perfect fit for your career aspirations and developments?
Amouage has always been one of my favorite houses: the opulence, the sheer power and the outstanding characters of the creations have always mesmerized me.
I followed Renaud Salmon's (Amouage Chief Experience Officer) vision attentively, and was fascinated by his innovative spirit, having to find a fine line between the legacy of the house and the future of fragrance. It was clear that with Renaud, the House will completely redefine itself.
I reached out to him a little over a year ago in the hopes of finding a next chapter in my life. A chapter where I can feel like I belong.
I messaged Renaud and made a proposition that if AMOUAGE is ever looking for a driven and passionate individual, I would be more than happy to be considered. To my fortune, he has seen something in me, he has seen the passion and the love I have for this artform. It is still one of the most incredible things that ever happened to me.
I am taking each day with the utmost humility, and I count my blessings as I know I am deeply privileged to be surrounded by scent day after day – I always said, fragrance is not only something you put on, but a sensation you carry within. I try to live by that. And Amouage is the perfect place to practice that.
What does community mean to AMOUAGE?
It's important to define communities and be mindful of how to navigate them – but the common interest should always be an ever-burning passion for our perfumes.
It starts with the love we have for the employees and the people we work closely with; respect is at the core of AMOUAGE. We strive to provide great opportunities and see how to reflect this effort in the craftsmanship behind each bottle – we want our communities to experience the uniqueness of AMOUAGE; the hospitality of Oman and the craftsmanship in our Manufacture.This message is clearly transmitted to the perfumers we collaborate with; AMOUAGE has been historically capable of uniting various perfume houses and dissolving the feeling of competition between perfumers. When they create with us, they know they will come together to create magic. And this reflects on the final product and the love we receive from our consumers: it is truly a circular embracing of community- building and safeguarding.
What role does the virtual community community play for AMOUAGE? And how do you collaborate with content creators?
Social Media is an extremely powerful and multi-layered tool that is of endless opportunities and creativity. It allows you to connect directly with consumers, and create a sense of belonging through virtual experiences.
When it comes to content creators and influencers, we believe our partnerships are best based on a mutual love for our perfumes; we prioritize building longstanding relationships with influencers and content creators, and not only focus on macro but on smaller and mid-tier influencers as well, whose hard work have built very engaging communities. I know very well how much effort it takes to produce content, hence why embracing these new exciting roles is so important for us.
How do you navigate a brand with such a grounded and important legacy like AMOUAGE within a growing globalized market?
There is a fine line between rich legacies and new bridges, and innovative launches open to new audiences: for example, with the Odyssey collection, we worked on creating a captivating campaign that feels contemporary and modern, yet has its soul deep in Oman and puts focus on the craft of perfume and the noses behind the creations.
This contrast of modernity and tradition is present throughout our releases, and I believe people who are passionate about fragrances see how beautiful it is.
We also recently started to be more active on our official TikTok channel, which helps us reach a new generation of customers and perfume lovers.
What does your typical workday in Oman look like?
It is such a dynamic job, that it's truly difficult to come up with a clear structure, as each day is different – one of the things I love about it. And the fact that I wake up to sunshine every day!
I mainly help with social media actions and written content, I try to engage and build our communities, as well as helping with events around the world and offer guidelines on how to best position our perfumes in the virtual sphere.
A lot of my daily work involves finding new ways of how to make sense of communities involved with AMOUAGE and offer insightful support. I feel like my voice is being heard.
What surprises you about your journey with AMOUAGE?
The craftsmanship and manufacturing process always amazes me. It is such a unique setup; you can only see it being done like this at AMOUAGE.
There is a distinctive harmony within the company: every person at AMOUAGE has a vital role, and is being celebrated. The sense of pride that trasmits from our employees to all the creative partners we collaborate with is truly a mesmerizing experience.
What inspires you?
Honestly, the fragrance community is my biggest source of inspiration and motivation. In my six years of blogging experience, I acquired a very strong collective feeling towards the fragrance community.
I am so grateful to have met so many incredible people and had the privilege to perfect my skills with the support of some extremely creative and gifted people sharing the same passion for fragrance.
What advice would you give to someone looking to undertake a career path within the fragrance industry?
Be real. Provide your own individual perspective and opinion. Be enthusiastic and humble, and people will see you for you are.
What is next for AMOUAGE?
In 2023, AMOUAGE is turning 40 years old, and we are preparing many exciting projects that will focus on the rich heritage and outstanding craft we are so proud of. Another key event on the calendar for us will be the rose harvest in April where we travel to Jabal Akhdar, the Green Mountains in Oman and harvest the Omani Rock Rose.
It is such a unique rose, as it grows in rocky terrain and blooms in quite different conditions, and it is an extremely precious raw material. We can't wait to share more about this one-of-a-kind ingredient.
What is one of your most treasured scent memories?
The dusty patch and the after-rain soil mixed with the dust from my aunt's garden in the Hungarian countryside had such a profound scent power on me growing up that I will always always transport me to my homecountry. I still remember perfectly its distinctive fresh, humid and green smell, and I will cherish this scent memory forever.
