Firmenich creates new website for Chinese consumers

By Natasha Spencer

- Last updated on GMT

Firmenich expands in China

Related tags 2016

Swiss-based fragrance giant, Firmenich, has launched its new Chinese website to harness appeal and growth in the market.

Firmenich has selected China as a key growth area, beyond its European roots. To develop its established strategic commitment to building its presence in the country, the leading fragrance producer has announced the launch of its new Chinese website:

The company, which officially announced the arrival of the site on 13th December 2016, hopes the new engagement platform will strengthen its long-standing investment in the Chinese market.

Market ambitions

“We have great ambitions for China which is a strategic, high-growth market for Firmenich,”​ emphasised Gilbert Ghostine, CEO, Firmenich.

Firmenich aims to charm the marketplace, which boasts over a billion consumers, with its innovative solutions in the fragrance industry.

“Our new website is an insightful window for customers, prospective talent and partners, into our leading creativity, world-class research and deep commitment to social responsibility,”​ commented Boet Brinkgreve, President Firmenich China.

The company, which this year celebrates its 120th anniversary, reported an annual turnover in June 2016 of 3.2 bn Swiss Francs (€2.98 bn). Hailed as the largest privately-owned company in the fragrance sector, Firmenich has focused on developing creative and innovative product ranges through its Master Perfumers and Flavorists.

Chinese expansion

Its relationship with Chinese consumers and interest in marketplace trends has spanned 20 years. During this time, the leading fragrance developer has made ongoing investments in the nation to increase its position in the Chinese fragrance sector and its potential for growth.

The company has built up its operation arm to meet consumer demands and currently has three manufacturing plants that cover its three business units.

Firmenich houses its perfumery and flavour sites in Shanghai, while its new ingredient plant was opened in Kunming, Yunnan province in 2014. The Group has strong plans for growth in 2017 as it will start construction on a new flavour plant that will help to cement Firmenich’s brand identity in China.

Social commitment

With 35 R&D prizes and awards including a Nobel Prize in Chemistry, Firmenich invests 10% of its annual turnover in exploring scientific advancements that overcome specific societal obstacles. As part of its sustainability focus, it has created novel technologies for global application.

For example, to provide a solution to the world’s sanitation crisis, which affects around 2.5 billion people, the company has produced cutting-edge mal-odour control technologies to replicate toilet smells and then created a fragrance that hides these unpleasant odours.

As part of its 2020 environmental initiative, Firmenich strives to power 100% of its plants with renewable energy. As Shanghai is a core base for the company’s innovations, it recently ploughed over 30 million RMB (€4 mn) in a thermal oxidiser that works to limit the odours emitted from the plant.

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