During 2017 Spain-headquartered Mixer & Pack says it deepened its expansion through natural markets in Europe such as the United Kingdom, Germany and France (3rd, 4th and 5th countries with the highest consumption of perfumery after USA and Brazil according to Stanpa, the Spanish Association of Perfumery and Cosmetics, figures) as well as continuing to open new projects in Asia.
Favourable conditions for CMOs
Mixer & Pack suggests that market conditions for beauty and personal care have been particularly favourable to contract manufacturing organisations (CMOs) of late.
“The figures of Stanpa (Spanish Association of Perfumery and Cosmetics) were incredibly positive for 2017,” says the company.
“On the one hand and from a consumption analysis: the sector (which includes perfumery, makeup, skin care, hair and bath/toilet products) closed with a growth of +2,1%, where perfumery (+5.42%) and especially selective perfumery with + 6.6% was the category that grew the most and recover the market exponentially.
“On the other hand, from an export analysis: Spain closed 2017 with new record in exports reaching € 3,900m, with a growth of +10.5% Vs. 2016, where perfumery weighed the 41% of the total in exports growing +11%.”
International push
This was an economic situation that Mixer & Pack says it used in its favour to enhance its new strategy from the end of 2016.
These efforts included the modernisation of the service to its current customers, the commitment to industry 4.0 optimising resources and the internationalisation of Mixer through the new image, new style of communication and more international presence in fairs.
The company has its sights on Germany, for example and attended the recent Cosmetics Business trade event in Munich.
"Mixer is growing nationally and internationally and step by step we start to have a presence in international conversations as one of the most important manufacturers and developers in Spain and Europe," says Juan Mediavilla, General Manager of Mixer & Pack and leader of the growth strategic plan of Mixer & Pack.