Having established operations in Morocco in March 2025, Givaudan is reinforcing its regional footprint with the opening of a development center in Casablanca.
The new facility provides the company with local fragrance development capabilities, while a dedicated sales team will serve customers across the Maghreb and West Africa - identified by Givaudan as the fastest-growing fragrance market in the region and “a key priority for the company.”
The new centre houses modern application and perfumery laboratories, alongside a development department and office space. According to Givaudan, the new facility will enable faster innovation across Fabric Care, Home Care, Personal Care and Fine Fragrance. A team of evaluators and marketing managers is also based on site.
A strategic gateway for regional growth
"This expansion is fully in line with our 2030 strategy and reflects our long-term commitment to grow closer to our local and regional customers,” said Maurizio Volpi, President of Fragrance & Beauty Division at Givaudan. “By investing in Casablanca, we are building the creative and technical foundations to support their ambitions with agility, and to unlock the full potential of these dynamic markets."
For Felix Mayr-Harting, Givaudan’s Global Head of Consumer Products, "Casablanca is a natural gateway" for the group’s regional ambitions. The Swiss company will rely on a local team with "a deep understanding of consumer habits across the region."
Givaudan marked the opening with an immersive event bringing customers, partners and regional perfumers together.
