THE WHAT? Fragrance and taste company Firmenich has entered into a strategic partnership with Harmay, a retail brand in China.
THE DETAILS As part of the agreement Firmenich and Harmay will join forces to contribute to the development of the Fine Fragrance category in China. They will do this by leveraging their respective capabilities to support the development of new fragrance brands, concepts, experiences and models.
Founded in 2008, Harmay is a premium beauty collection store focused on a Gen Z audience.
Ilaria Resta, President, Global Perfumery, Firmenich, said, “As a world leader in fine fragrance, Firmenich is focused on leading the transformation of this industry and creating trends to future-proof the business. After more than 30 years of successful operations in China, this partnership with Harmay serves as a significant enhancement to our capabilities in China and fortifies our ambitions as the partner of choice in the Chinese market.”
THE WHY? Firmenich is looking to bring additional value to highly localized consumer journeys as part of its China expansion plan.
Olivier Viejo, Head of Fine Fragrance, Firmenich China, said, “Thanks to this strategic partnership with HARMAY we are joining forces to incubate brands of tomorrow and leverage our mutual capabilities in consumers insights, digital, creativity and art of perfumery. This will pave the way for more growth in the Fine Fragrance industry both within China and globally.”
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