Page 40 - AMEFT Journal 2021-4

INGREDIENTS
Firmenich opens studio Guangzhou to cater Chinese market
The world’s largest privately-owned fragrance and taste company, Fir- menich announces the opening of its new customer experience studio in Guangzhou, continuing its expansion in China. The studio is the company’s first integrated sensorial centre in South China, allowing the Group to respond with agility to local consumer and customer demands for tailored fragrance and health-conscious taste solutions in this fast-growing market.
“Bringing the Group’s commercial, marketing and creative teams under one roof in Guangzhou, where they can co-create innovative offerings with our customers, gives us a unique position in the all-important Guang- dong province after over 30 years of successful China operations,” said Paul Andersson, President, Firmenich China. “In line with Firmenich China’s Transform 2025 plan that guides our growth strategy, opening a customer- centric facility in Guangzhou reinforces our strong commitment to the coun- try, the economy of Southern China and the fast-growing customer base in the dynamic South”, he added.
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Meanwhile, Emmanuel Butstraen, President, Taste & Beyond commented “Firmenich is working with its custom- ers to shape the future of fragrance and the diet transformation of taste and beyond. We are thrilled to see China poised to become a leading con- sumer market globally, and this center is a key step to work more closely with our local customers’. Alongside our data-driven consumer insights tailored to unique local needs, we will be very
focused on providing best in class in- novation for healthier food, including sugar & salt reduction and plant-based products, with authentic and delicious local solutions.”
“The new studio epitomizes Fir- menich’s ‘Positive Perfumery’ ethos un- derscoring our belief that fragrance has an inherent power to improve quality of life in a meaningful way,” said Ilaria Resta, President, Perfumery. “China is our stra-
tegic market worldwide, and being able to deliver a diverse range of benefits to an even wider base of consumers is an important element of our China expan- sion strategy.”
Studio Guangzhou joins Firmenich’s network of world-class manufactur- ing, innovation and creation centres in the country, offering a new level of support to the needs of customers in Southern China. The facility will focus on immersing customers in emerg- ing trends, technologies and smell and taste experiences, grounded in Firmenich’s consumer insights. As a result, customers will be able to co- create tailor-made solutions for the evolving tastes of their consumers, in the form of best-in-class creations and innovations.
At the opening event, guests were invited on a sensory voyage of discov- ery via the studio’s Diffusion Booth, its Ideation Lab and on-site evaluation and creation facilities. The interactive, immersive experience enabled the participants to experience Firmenich’s approach to creating highly localized customer journeys, first-hand.
(Source: Image by Myriams-Fotos from Pixabay)
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