CPL Aromas reveals expansion plans in the Middle East

Company says Iran and North Africa present huge opportunities for Dubai business

CPL Aromas has revealed ambitious expansion plans for its Middle East business after the appointment of a new General Manager in Dubai.

Yousef Yasmineh has joined the company from Givaudan, where he held the position of Area Sales Manager for the Middle East and North Africa.

Francis Pickthall, Group Marketing and Brand Director at CPL Aromas, told Cosmetics Business that the appointment was a “really important” part of the company’s upcoming plans for expansion in the Middle East.

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Pickthall said: “It sets the right tone that Yousef is from the region and has so many contacts here. He also has a lot of commercial experience and we are very encouraged that this appointment will help us achieve what we’re hoping to do in this region.”

CPL Aromas sees a huge opportunity for itself in Iran, which has become more accessible to foreign investment following the end of sanctions from the US and EU announced last year.

Pickthall said that the country is now the second biggest beauty market in the Middle East. He said: “We’re incredibly surprised at the number of opportunities that have opened up here and CPL is incredibly well-placed to service the country with our base in Dubai so close by.”

East Africa is also proving a potential area for growth, with CPL using its expanded base in Dubai to further opportunities in the region. Countries such as Kenya and Tanzania are of particular focus.

Pickthall said: “Truthfully, we should be doing a little better than we do in this region. But our base in Dubai gives us a great chance to capitalise on these growing markets.”

CPL has been operating in Dubai for ten years, with a manufacturing base as well as sales and marketing staff alongside its Creative Perfumer in the country.

The company is now looking to expand its base, with an R&D facility due to open later this year. Pickthall said that the centre will offer fragrance testing in real life scenarios, such as hair salons, allowing clients to test scents in real-life environments.

R&D will also form a key part of Yasmineh’s role as General Manager. CPL is keen to build on innovative fragrance technology, such as encapsulations.

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