Symrise Opens New Center of Excellence in Sao Paulo and Expands Presence in Latin America
New Center of Excellence in Brazil links activities of both divisions, €12 million investment – space tripled, new location reflects sustainability aspects.
3 Aug 2012 --- Symrise AG is strengthening its presence in Latin America and opened its Center of Excellence near São Paulo, which was built over the course of about twelve months. It will combine the research and development work which has until now been carried out at two different locations; in addition, it closely links R&D to market research, sales and marketing activities of both divisions. The aim is to strengthen and foster the development of products tailored specifically for the Latin American market. Symrise has invested approximately €12 million in the Center of Excellence, which is around three times larger than the old facility.
“The economies in Latin American countries are growing at a rapid pace. The standard of living is rising and with it the demand for luxury and consumer goods. In turn, we are also disproportionally growing in the region. Over the last few years we have experienced rapid marked growth and Latin America will remain one of our most important growth regions in the future,” said Dr. Heinz-Jürgen Bertram, Chief Executive Officer (CEO) of Symrise AG. “Our new location is our largest in Latin America, and we have clearly located it at the center of Brazil’s economy.”
The São Paulo metropolitan region has a population of around 20 million and is linchpin of the Brazilian economic, cultural and financial sectors. Representatives from the worlds of fashion, art and entertainment actively create international trends in the region. One of these representatives is the renowned Brazilian fashion designer Alexandre Herchcovitch, who has collaborated with Symrise on an exclusive, limited edition perfume for the opening of the Center. It was premiered at the official opening celebrations. The event was attended by Antonio Carlos de Camargo, the Mayor of the town of Cotia, and Matthias von Kummer, the German Consul General, along with numerous business representatives from the region. The entire Symrise Executive Board was also present.
Symrise’s new facility is located in the Brazilian district of Granja Viana. The building complex covers around 8,000 m2 and was built with sustainability and environmentally friendly principles in mind. The buildings are fitted with water purification and energy saving systems and processes for structured waste and recycling management have been implemented. Around 120 staff members from both, the Flavor & Nutrition and the Scent & Care divisions work at the 37,000 m2 site in Granja Viana. It also includes 22,000 m2 of the protected Mata Atlantica forest.
Using state-of-the-art equipment, the teams research the specific needs and preferences of Latin American consumers and, in particular, work interactively with consumers there to develop innovative brand concepts. The Center of Excellence will be the starting point for tapping into the emerging markets of Latin America.
“Interest in cosmetics and personal care products is particularly strong in Latin America. Brazil is the world’s largest market for perfumes, deodorants and baby care products. The market for hair care products is also growing rapidly in these emerging economies, which is why we have decided to set up Symrise’s international hair care center at the new location as well,” explained Eder Ramos, Regional President Scent & Care at Symrise. Walter Ribeiro, Regional President Flavor & Nutrition at Symrise, added: “Our new site is located near our production site and our Global Citrus Center in Sorocaba. This will allow us to make the most of synergies between development and production and sensibly cross-link the activities of all locations.”
