IFF expansion prompted by changing consumer needs in Middle East
A company spokesperson told CosmeticsDesign-Europe.com that the Middle East is a growth region with increasingly sophisticated needs and new products and brands are being developed to meet changing consumer habits.
“By being close to the consumer, we can offer in-depth knowledge and consumer insight to support our customers’ brand development on a real time basis”.
Regional potential
Fragrance managerHussam Yaccoub added, “I am very confident in the future development of IFF fragrances in this strategic region as we continue to foster our solid and long term partnerships with our customers”.
In line with this, the expansion will shorten the supply chain and time-to-market in this region, which IFF expects to see reflected positively in higher growth rates for both customers and the company itself.
The new facility, located in DuBiotech, the Dubai Biotechnology and Research Park, will house creative and application labs as well as sales and marketing and will focus on tapping into the region’s potential, according to the company.
“With these new labs, our customers have immediate access to all our leading applied technologies like encapsulation or malodour control, among others,” commented Henri Reymer, head of fragrance applications Europe, Africa and the Middle East (EAME).
The expansion is expected to be fully functional by the end of November 2011 and follows on from a smaller facility in the far West of Dubai.
