Eurofragance, a leading international fragrance house, is consolidating its growth efforts in the Middle East after a brand repositioning. Launched in 1990 in Barcelona, the company has a family-run ethos, akin to so many businesses here in the UAE.
Laurent Mercier, CEO, Eurofragance
The midsize multinational, which employs nearly 400 people and has a presence on five continents-including its Dubai affiliate office-has undergone a strategic refocus with fresh ambitions to grow its share of the fragrance market.
If you have ever bought a fine fragrance from a large retailer or souk, chances are the product can be traced back to Eurofragance’s talented team of Perfumers.
Highly prized among scent-savvy locals, the company has driven its business among a loyal client base across the region, in a market where distinct scents are highly coveted.
The company’s latest strategy is to push into the Home and Personal Care categories. This objective will be bolstered by expanding its client base and geographic influence, while taking on more projects, including in new product segments.
A Family-Run Business With a Global Presence
Antoine de Riedmatten, General Manager India Middle East and Africa, based in Eurofragance’s Dubai office, says, “Since opening this office in 2011 and developing our presence in the region, I’ve shared the company’s desire for putting the client first, and operating as a family-run business. We work with the passion and agility of a young, entrepreneurial company, but I have witnessed the company evolve into a truly world-class enterprise.”
“With such power comes responsibility, and it is our responsibility to help our ever-expanding customer base and for their consumers to enjoy our extraordinary scents in a range of new and innovative ways.”
Eurofragance, as a midsize fragrance house, has always differentiated itself from bigger companies due to its reactivity, agility and drive to build strong, long-term partnerships.
Founded in 1990 by 25-year-old entrepreneur and fragrance afficionado Santiago Sabatés, Eurofragance has carved a place in the fine perfumery categories, in particular high-end niche brands and the ever more expanding oriental fragrance segments.
Along with its renowned fine fragrances, the company creates and produces scents across most Home Care and Personal Care segments. These two categories are now where the company plans its growth, backed by the same philosophy that allowed it to grow organically over the last three decades.
Eurofragance recently hired fragrance veteran Olegario Monegal as Global Business Unit Director, Home & Personal Care. Holding more than two decades perfumery expertise, he brings a deep well of experience gathered in South and North America, Asia and Europe, particularly in the home and personal care categories.
He says, “Like many boutique fragrance houses, Eurofragance started in fine perfumery-and has done exceptionally well over a short timeframe in this competitive environment. The time has come, however, to rebalance our share of sales so that Fine Fragrance, Home Care and Personal Care are more evenly split. Not only will this afford us greater stability in challenging times-the pandemic is just one example-but it will also serve as a springboard to penetrate new segments, markets and brands.”
A Brand Makeover in Order to Reflect the Company’s Strategic Shift
With a refocus of the company’s strategy, Eurofragance realized that it needed more than a facelift in order to fulfill the company’s vision. With the help of Summa, a brand and design agency with headquarters in Barcelona, Eurofragance undertook a holistic rebrand.
Following a year of work (and introspection), in June 2021, Eurofragance unveiled its new strategic direction, visual identity, and website.
Stephanie Marze, Head of Global Marketing and Corporate Communication, Eurofragance, explains, “If our wish is to grow vertically, into new categories, and horizontally, in terms of our scope of influence, we must align our corporate messages to reflect this growth strategy. This has now been done; our communication reflects the company’s objectives and vision.”
And the bold re-think empowers the Eurofragance team to compete with larger fragrance houses which have greater familiarity among consumers.
A Desire to Positively Surprise Customers
Laurent Mercier, Chief Executive Officer at Eurofragance, is well aware of the challenge of balancing continued growth while maintaining customer intimacy. He says, “Our experience and know-how combined with a `healthy appetite’ allow us to quickly scale up our fragrance creation and manufacturing model in new markets. In so doing, it is paramount we continue to nurture our partners and reward them for their loyalty.”
“We now have the capabilities, network, palette and talent of our larger competitors – we are well poised for growth.”
Eurofragance manufactures and markets the highest quality fragrances for worldwide brands in fine perfumery, home, personal and air care. The company is a privately held B2B enterprise founded on family values in Barcelona in 1990 and currently counts nearly 400 employees.
Driven by a passion for perfume and the entrepreneurial spirit of its founders, Eurofragance first grew in Europe and the Middle East, before taking on the Far East and the Americas. The midsize company is now represented on five continents; runs its own plants in Spain, Singapore and Mexico; and works with manufacturing partners in the United States, China and India.
Eurofragance’s international network of Creative Centers and outstanding manufacturing capabilities enable it to create and deliver fragrances around the world. Over the years, Eurofragance has cultivated lasting relationship and has grown hand in hand with its partners.
Eurofragance is wholeheartedly invested in addressing sustainability issues and its decision-making process is built around strategic initiatives supporting this cause. The company spearheads activities around four major axes: safety, biodiversity, community and resources.