The new Center will focus on the development of fragrances in the region and undertake consumer testing, building on the model it already has set up at its Perfumery School in Paris, which trains perfumers, under the guidance of Jean Guichard.
One of the main reasons behind the Asia Pacific Fragrance practice, is to better understand the needs and demands of consumers in Asia, and will open up at least 100 jobs in the region.
Specialized
Givaudan says that a specialized large batch production unit for fragrance compounding will also be a part of the development, to primarily, but not exclusively, serve customers across South East Asia.
"We are proud to announce the addition of this new Fragrance facility” comments CEO Gilles Andrier.
“The investment in Singapore is our largest in Fragrances in Asia so far. It reaffirms our commitment to our customers here.”
Andrier states that when the Creative Center opens in 2014, it will set a new industry benchmark for the region, and the company will conduct sensory research combined with consumer insights to hopefully drive success in the market place for its clients.
Economic development in Singapore
Ms Thien Kwee Eng, Assistant Managing Director of the Singapore Economic Development Board adds: "We are delighted that Givaudan has chosen Singapore to site their Asia Pacific Fragrance Center, Perfumery School and Compounding Facility, making this the lead fragrance site in Asia.”
The investment aligns well with Singapore's vision to be the leading location for top consumer businesses to grow global brands, Thien Kwee hopes it will leverage the cuntry’s capabilities in consumer insights and personal care and food and nutrition scientific research.
The new Center adds to Givaudan's portfolio in Asia Pacific, where the Fragrance Division facilities include a Creative Center network that spans Mumbai, Shanghai and Yokohama; as well as Fragrance compounding that is conducted at production sites in Bangalore, Shanghai and Jakarta.