H&R/Dragoco Merger Yield’s New Fragrance House Symrise
This article was originally published in The Rose Sheet
Executive Summary
The newly-merged Haarman & Reimer and Dragoco fragrance and flavors business has been named Symrise to reflect the "successful symbiosis" of the two firms, according to the Holzminden, Germany company
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Symrise repositioning
Fragrance and flavors manufacturer will focus on development of products that provide "extra dimension and added value" as part of its new brand strategy, termed "Always inspiring more," firm announces April 5. Examples of such products include "fragrance compositions which use modern technologies so that they not only have an appealing smell but improve the tenacity of the perfume on the skin or mask undesirable odors in the product" and "cosmetic ingredients which are enhanced with nutritional supplements to have a unique effect on the skin and on the consumer's sense of well-being," firm says. Global team of Symrise staffers has been working on the new brand strategy for the past year, company notes. Symrise was formed in 2003 through a merger of Haarmann & Reimer and Dragoco (1"The Rose Sheet" March 10, 2003, p. 5)...
Symrise repositioning
Fragrance and flavors manufacturer will focus on development of products that provide "extra dimension and added value" as part of its new brand strategy, termed "Always inspiring more," firm announces April 5. Examples of such products include "fragrance compositions which use modern technologies so that they not only have an appealing smell but improve the tenacity of the perfume on the skin or mask undesirable odors in the product" and "cosmetic ingredients which are enhanced with nutritional supplements to have a unique effect on the skin and on the consumer's sense of well-being," firm says. Global team of Symrise staffers has been working on the new brand strategy for the past year, company notes. Symrise was formed in 2003 through a merger of Haarmann & Reimer and Dragoco (1"The Rose Sheet" March 10, 2003, p. 5)...
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Symrise will be the first fragrance house to serve as a sponsor of Mercedes-Benz Fashion Week, reflecting the company's goal of associating fragrance with fashion, President Roger Schmid said