FRAGRANCES
Making the mostt of Africa’s
creative and diverse iverse landscape With a strong understanding of the diverse countries, cities, habits and cultures on the continent, o6 Agencies has adopted a creative and innovative approach to securing its future in Africa. Editor of P&C Africa, Abby Vorster, talks to Richard and Adam Owen – co-owners and father-and-son team – about the company’s African expansion strategy, which is moving fast despite lockdown and the COVID-19 pandemic.
S
INCE INCEPTION, o6 Agencies’ core focus
of supplying fragrances and flavours to manufacturers and brand owners has remain unchanged. The company, which is
based in South Africa, has built up a legacy of trust in offering fragrances and flavours that captivate the African market and ensure longevity and brand loyalty. This has allowed o6 Agencies to widen its product range and fragrance selection for specific categories, servicing all levels of the industry from FMCG to mass market and premium brands. The company’s agility and dynamic team are its biggest assets. o6 Agencies is swift to respond to customers’ needs and highly in tune with current market demands. For example, o6 Agencies has
The dynamic team of o6 Agencies
been able to fill gaps in the market as a result of
international airport has been established in this
TRACKING THE TRENDS
the supply chain challenges brought about by the
area – Eldoret International Airport – which seeks
In the last six months, the growth in Kenya’s export
global pandemic. It has also used the last five
to accelerate economic growth by opening up the
business has had a direct impact on the fragrance
months to refine expansion plans in Africa
region to domestic and international markets.”
trends in the East African market.
through targeted collaboration. Richard explains: “More than one opportunity
Kenya and Tanzania are two of o6 Agencies’
Adam explains: “While the focus previously was
biggest markets in East Africa. According to
on oriental florals, the fragrance direction is now
for expansion has arisen during the lockdown.
Richard, customers in those regions are increasingly
moving towards more organic, natural and herbal
We’re accelerating our growth through a business
looking to source raw materials from South Africa
options with an emphasis on natural elements
associate in Tanzania and we have discovered a
and are getting much better at manufacturing from
such as shea and cocoa butter. These well-rounded
new growth point in the northwest of Kenya, on the
a quality perspective. This has encouraged more
scents are also centred on the growing health and
border with Uganda, where small-scale producers
international business for Kenyan producers, who
wellness trend in the region.”
who are manufacturing high-class bottles and
are now manufacturing for the export market,
tubes are looking to diversify their offerings. A new
particularly Europe.
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QUARTER 3 2020 // P&C AFRICA
The fragrance industry, like personal care and cosmetics, is no stranger to the clean
