Symrise strengthens position in Asian markets

By Katie Bird

- Last updated on GMT

Related tags China People's republic of china

Flavours and fragrance company Symrise will open a creative centre
in Shanghai, China in an attempt to capitalise on the potential of
this growing market.

The centre will house all functions and creative resources of the scent and care division for the Chinese market and will become the regional centre for North East Asia. Asian growth markets particularly important ​ China and the other emerging Asian markets of India, Indonesia, Thailand and the Philippines are becoming increasingly important to the global players. For Symrise first quarter results in 2008 were boosted by a 7.1 per cent sales increase on last year's figures in the Asia-Pacific region. "China is one of the most important growth markets for Symrise. Opening the new creative centre in Shanghai is proof of the critical role that the entire Asian market plays in the development of our business,"​ said global president of scent and care Achim Daub. Shanghai's creative centre will accommodate the fragrance development, application, consumer research, marketing and sales groups for the scent and care division, including the newly founded consumer research facility that the company calls the global navigator centre. The navigator facility documents consumer trends and will provide information about preferences in the Asian markets to aid product development, according to the company. Appointment will strengthen position ​ The presence of the company in the Asian markets will be further strengthened by the appointment of Prof Xuemin Wang to the scientific advisory board (SAB). Wang is a Chinese dermatologist who through his work with the SAB will support the company's development of cosmetic ingredients for the Chinese market. "Co-operation with Prof Wang will enable us to gain a profound insight into the country's current dermatological research and contribute towards our ability to still better adjust our cosmetic ingredients to the expectations of the Chinese consumers​," said Dr Gabriele Vielhaber of Symrise's scent and care division. The centre will open in the Puxi region of Shanghai on June 18, employing approximately 50 people. This number is expected to increase to 70 by 2013.

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