Perfumers branch out to shore up volumes

Falling sales of perfumes has made local manufacturers branch out into other beauty and cosmetic products to shore up declining volumes.

Amalia Perfumes, a local manufacturer specialising in premium perfumes, is now diversifying into a new range of body care products targeting other market segments. Another major local manufacturer, Swiss Arabian Perfumes has started aggressively marketing its Sapil brand of cosmetics.

Amalia is expanding its product range from premium perfumes and enhancing its distribution network to fight the recession and boost sales. The five-year-old UAE-based company has come out with products such as talcum powder, body spray, creams, lotions and a host of other body care products. It is also expanding its marketing and distribution network in the entire GCC, through an alliance with Al Hathboor International, a distributor of fast moving consumer goods in the region.

Sebastian Joseph, Managing Director, Amalia Perfumes, told Emirates Business: "We have drawn up a five-year plan to establish a new brand, Celebre, which will encompass talcum powder, body spray, deodorants, body creams, lotions and other beauty products.

"We are expanding our factory and will instal machinery for the product line. We are famous for Amalia brand and are investing Dh24 million to develop a new brand across the world."

While Amalia perfumes are available only through select outlets, the new products will be available in major supermarkets, hypermarkets and departmental stores in the UAE and the GCC.

The brand will be distributed in more than 50 countries, said Joseph. The company is trying to reach all segments of the market, not just its traditional high-end target segment.

"More than 500 retail outlets will stock Celebre products across the UAE, through the wide network of the Al Hathboor Group. Our distribution agreement with the group covers the entire GCC," said Joseph.

Speaking about the new product range, he said: "Celebre Parfums is a new range of products conceptualised in France and packed with the stylish and vibrant touch of French art and craft.

"The range includes a variety of products, 10 for women and five for men."

He said Amalia already sells its eponymous brand of perfumes through a 40-outlet network and the Celebre brand will be launched in more than 50 countries starting with the UAE. The next targets will be Bahrain and Saudi Arabia, followed by the rest of the region and other international markets.


Focus on expanding retail

Major regional perfume manufactures, such as Swiss Arabian Perfumes, Sterling Perfumes and Afnan Perfumes, are trying to increase their retail sales.

Imran Fazlani, Managing Director, Afnan Perfumes, said the company was trying to expand its network because it wants to reach customers directly.

He added that the company was expanding its production line and trying to enter the international market.

Swiss Arabian, another leading perfume manufacturer, has been marketing a new brand called Sapil, targeting the lower end of the perfume market.

Reports said the global perfume market will be worth $33.6 billion (Dh123.3bn) by 2012 and UAE companies are gearing up for a share.

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