Joel Cruz expands perfume business outside Phl

MANILA, Philippines -  Popular perfume maker Joel Cruz. CEO of Aficionado Germany Perfumes and Joel Cruz Signatures recently unveiled plans to expand his business to other Asian countries.

“We feel that it is the right time to penetrate Thailand, Indonesia, Myanmar, Cambodia and Singapore. We aim to be one of the Filipino brands that could become an Asian brand and who knows, we could become a global brand one day, that’s our dream” Cruz said in an interview.

The perfume enterprise which he started in 2001 has grown to become a P700 million business and today, there are 437 stores all over the country.

“Out of the 437 stores, 170 are company-owned and 270 are franchises. We also have 400 dealers nationwide. A lot of people prefer to have franchises as their business. We are glad that they choose to venture into a perfume selling business because as you can see it really works. Having your own business is the way to go,” Cruz added.

He also announced plans to build a warehouse plant in 2012 and by 2013, he said they are ready to launch their perfume business outside the Philippines.

“Hopefully we can captivate the Asian market just like we did here in the Philippines,” Cruz said.

Known for being marketing- savvy, Cruz taps celebrities to endorse his brands like John Lloyd Cruz. He said this marketing ploy was an important key to grow his empire over the years.

His latest endorser is International singing sensation Charice who has her own signature perfume under the Aficionado brand.

“So far, the Charice perfumes are really doing well. It proves that a lot of people support her because they buy her signature perfume,” he said.

But he stressed that getting celebrity endorsers is just a part of the game. The most important factors why people continue to patronize his perfume products have always been quality control and scents that appeal to their clients.

“We don’t settle for so-so. The perfumes are imported from Germany. We work hard to deliver the good stuff to our customers. I also attend regular seminars abroad, particularly in Paris to update myself on the latest scents,” he said.

Other plans include introducing scents for pets and expanding his Joel Cruz Signature clothing line.