The Sant Cugat-based company sells fragrances in 60 countries around the world
[dropcap type=”circle” color=”#ffffff” background=”#4f4f4f”]E[/dropcap]Tastes change over time. The same happens with smells: except for some classical scents, they adapt to new realities. At Eurofragance, they also know that our favourite fragrances depend on where we live. This is why the Sant Cugat-based company adapts its products to what clients want.
“We create compositions from essential oils for scents for personal cleaning products, perfumes, household cleaning products and air fresheners. Anything you wear that has a smell includes fragrance.” Núria Sabatés, head of communication and branding for the company, explains that they work side by side with the client and study the olfactory notes to be included, the desired market positioning and whether they want to address the mass market or more exclusive niches.
Eurofragance starts with E for exports. 87% of their sales is from countries outside of the European Union, a figure they hope to increase two percent by the end of the year. The company was created in 1990 and now exports to 60 countries and has subsidiaries in Mexico, Singapore, Turkey and Dubai. “Exports have made us what we are,” highlights Sabatés.
Eurofragance has new goals. Sabatés says that they have gone from “exporting to internationalising” thanks to a distribution network created over the years: “That helped us enter the United States, South America, Singapore and southeast Asia. We want to work on what we already have,” she said.
Perfumes is one of the main sectors of Eurofragance’s activity. Above all in the Arab market. “Fragrances must be adapted to each market and culture and in that region they use a lot of perfume, even without alcohol, and apply oils directly onto the skin. They opt for strong smells, heavy in floral notes and spices,” explains Sabatés. Despite these differences, there are also similarities: “Like here, fragrances for perfumes is a marketing concept that leaves nothing to chance, from the type of smell through the packaging design.” The same happens with product rotation: “The perfume market is dominated by the classics, and rotation is high. You launch a fragrance to market in summer and by winter it has already changed,” she explains.
Plus, the target market is increasingly specific. There are perfumes for children and now Eurofragance has created perfumes for the pre-teen market.
Changes in Spain
Eurofragance is studying how the Spanish market is evolving. Sabatés highlights the importance of generic and low-cost brands, which are boosting sales here at home and in Europe. She also highlights the increase in low-cost, high-quality products that aren’t from the top perfume brands: “In Mexico and the Middle East they have been popular for many years: you can go to a bazar and buy litres of a perfume that works for you. We haven’t seen this here yet, but it happens.”