KUALA LUMPUR: Well-known French perfume company Atelier des parfums will again be exhibiting a series of world-class halal perfume products at the Seventh Malaysia International Halal Showcase (MIHAS) 2010 from June 23 to 27.The company, located in the French centre of the perfume industry in Grasse, has also decided to establish a Malaysian company named Atelier des parfums Malaysia Sdn Bhd.
Its president and chief executive officer Hermann J Portner said the company now has the capability and capacity to produce halal perfume products for the global market in Malaysia.
A production line has been established in Sri Damansara where the office of the new Malaysian company is located.
Atelier des parfums will use the Malaysian unit as a hub for Muslim consumers around the world.
Mustaffa Omar, general manager of the Malaysian company and one of its major Malaysian shareholders, said: “We are happy to make our products here in Malaysia with our knowledge and proximity to the Islamic community.” “We are now able to bring world-class halal perfume, created in France and manufactured in Malaysia, to all Muslims around the world at affordable prices,” Mustaffa said.
“We are giving them modern, fresh, new trendy scents that have never been created before and are not only by far superior to the existing halal fragrances on the market but also give consumers the security to use real halal certified products,” he said.
Mustaffa said the company currently had a range of 22 modern scents for women and was now in the final stage of the certification process with the Department of Islamic Development Malaysia (Jakim).
With MIHAS fast becoming the world’s premier showcase for halal products and services, Portner said Atelier des parfums would like to help promote Malaysia as a global hub for halal fragrances and cosmetics.
The worldwide conference, together with the exhibition, is aimed at providing a platform for scientists, researchers, scholars and academicians to discuss and exchange ideas on new research findings, emerging technologies, trends, issues and challenges in the global halal industry.
Portner will be a speaker at a session on opportunities in the global perfumes and cosmetics market, including for Malaysia to become a premier supplier of such products.
Portner and his partner Olivier R Funel, who is president of the French company, have been coming to Malaysia almost every month for the past two years.
Their frequent visits were not only to discuss plan to participate in MIHAS 2010 with Malaysia External Trade Development Corporation (Matrade) officials but also to look out for potential partners in manufacturing and distribution.
To show its commitment to help turn Malaysia into a global halal hub for perfumes and cosmetics, Portner said a company named Alpha-Experts Sdn Bhd was set up two years ago.
This company provides market research, strategic consulting and engineering expertise for the new Atelier des parfums Malaysia.
“We have met several local companies which are keen to team up with Atelier to manufacture fragrances and cosmetics in Malaysia but we have decided to start our own production facility right now,” Portner said.
“Since we will be growing fast, there is a need for more capacity. That is the time we will link up with partners in Malaysia,” he said.
Portner said over the years, Atelier des parfums had been producing the perfume bases for many major international brands and now it has an intellectual property database of more than 60,000 formulae of perfume creations. — Bernama