Atelier Des Parfums Receives Jakim Halal Certification

By Tengku Noor Shamsiah Tengku Abdullah SINGAPORE, April 17 (Bernama) -- French perfume company, Atelier des Parfums, has had almost a hundred of its creations certified halal by the Department of Islamic Development Malaysia (JAKIM). Hermann Portner, president and chief executive officer (CEO) of Atelier des Parfums (AdP)Asia Pacific Sdn Bhd said the company has also launched its latest series of scents, dubbed, "TheOne - by Atelier des Parfums", following the certification. AdP Asia Pacific is a subsidiary of the perfume manufacturer from the south of France. "We will make Malaysia the hub to serve the entire Asean region, the the Middle East and other countries with Muslim consumers. "It will also become the worldwide centre of excellence for the halal perfumes developed by Atelier des Parfums in France," he told Bernama. Atelier des Parfums participated in the recent Malaysian International Halal Showcase (MIHAS 2012). Portner said the event was an ideal platform for the company to position itself as the leader in the creation and production of Jakim halal certified perfume. "The certification serves to strengthen our competitive position in the fast growing market segment of halal perfumes. It also encourages further research and development towards creating a new range of modern, fresh and dynamic halal perfumes. "At the same time, it makes it easier now for all cosmetics and personal care manufacturers around the world to get their halal certification. "They just buy the certified halal fragrance base from Atelier des Parfums, either in France, Malaysia, Hong Kong or Dubai and we will deliver it together with a Jakim certificate as well as very competitive prices to them," he added. The demand for halal perfume in the Muslim communities worldwide and specifically in the Asean region, represents an enormous potential for the industry. The worldwide market for perfumes in 2012 will reach more than US$33.5 billion and see moderate growth until 2020 to approximately US$37.5 billion. To realise the goal of capturing a bigger slice of the global halal perfume market, Olivier Funel, certified master parfumeur and executive vice president of AdP Asia Pacific said Atelier des Parfums has improved and restructured its entire manufacturing process. The company has also developed the first French halal perfume in spray form and sold at a reasonable price. -- BERNAMA