The company invested CHF15m ($15m) into the facility to support its growth ambitions in the region and support its 2020 strategy to invest in high growth markets.
“The new fragrance encapsulation centre in Singapore will be a key driver in achieving our 2020 strategy. By being close to our customers and their key growth markets, our team in Asia will be well equipped to provide holistic fragrance solutions,” said Maurizio Volpi, president of Givaudan’s fragrance division.
Opportunities for encapsulation
The new centre is focused on encapsulation technology – a process which enhances and lengthens the performance of fragrances – and serve as Givaudan’s Asia manufacturing hub for encapsulated perfumes.
With rising consumer demand for longer lasting fragrances, Givaudan anticipates many opportunities for fragrance encapsulation in APAC.
“The consumer demand for longer lasting scents in their everyday products continues to grow in all categories within Asia. Encapsulation will be a key driver in helping us collaborate more closely with our customers by responding to these demands,” said Ben Webb, Givaudan’s regional head of fragrances for Asia Pacific
Webb highlighted the opportunities in hair care, including leave-on conditioners, non-alcoholic styling gels, shampoos and conditioners.
“The key benefits for fragrance encapsulation in hair care products include an increased retention of fragrance on hair with bursts of fragrance released by brushing or touching hair,” said Webb.
Aside from encapsulation, Givaudan recently launched Scentaurus, a range of sustainable fragrance precursors to help perfumers formulate longer lasting fragrances for various applications.
“A fragrance precursor is a low odour molecule which, when exposed to an external trigger such as oxygen, light or water, will release at least one fragrant molecule,” explained Webb.
“This new technology brings long lastingness to fragrances across several categories such as fabric, home and personal care products. The technology also offers a way to counteract habituation by signalling unique top notes during the life of the fragrance.”
New features
Singapore places Givaudan right in the heart of Asia and will complement company’s creative centre, production hub and perfumery school which were launched in the country in 2015.
It is also strategically located to offer the right environment for pursuing scientific research and business opportunities, the company added.
“As we propel the encapsulation business forward in Asia, Givaudan is investing significantly in both the development of the current technology and in new biodegradable capsules for categories such as fabric or personal care,” said Volpi.
The facility houses four levels of production technology, warehousing, distribution, and a dedicated lab specialised in the development of long lasting fragrances solutions.
With these capabilities, Givaudan says it will be able to provide customers with more efficient turnaround time from creation and sampling to technology and production.
“We are well positioned to help our customer brands go to market with agility and efficiency from creation to manufacturing,” said Webb.
”We are looking forward to collaborating even more closely with our customers using this added capability which complements our fragrance offerings in the region,” said Webb.
The building was designed with sustainable production in mind and has been certified with a ‘Green Mark’ by the Singapore Building and Construction Authority.
APAC investments
In addition to the investments in Singapore, Givaudan launched a new commercial and development centre in Jarkata. The company will also be opening a new facility in Pune, India this year.
In 2018, Givaudan sales in APAC grew 6.2%. Singapore experienced strong double-digit growth and helped to drive the company’s performance in the region.
India delivered double-digit growth, while China, Indonesia and Thailand saw strong single-digit increase. The company added that Japan experienced “positive momentum”.
