CPL Aromas presents a fresh new face to the world


CPL Aromas, the world’s leading fragrance-only fragrance house has refreshed its brand identity with a sweeping set of image changes across the Group which are designed to ‘ignite the imagination’.

The brand re-fresh is being unveiled at In-Cosmetics 2017 at ExCeL London when the Show opens on 4th April. CPL Aromas (Stand Number: Q48) will display the new identity, offering an exciting and interactive display to inform visitors about its Aromafusion Technnology and the company’s new emphasis on fine fragrance creation.

CPL Aromas presents a fresh new face to the world

The company is a global, family-owned business established in 1971 operating from 17 locations and serving customers in over 100 countries. Recent investments have led to greater focus on the fine fragrance element of the business. The Group employs 30 perfumers located in Creative Centres throughout the world. This changing emphasis and repositioning is being supported with a major re-branding exercise including a new corporate logo.

The design of the new logo pays homage to the purple marque which has long been associated with the company but presents the fresh, new image which is underlined by other physical changes such as the recent move of the UK head-quarters to state-of-the-art premises in Bishop’s Stortford.

CPL Aromas is at the cutting edge of fashion as well as technology and the new identity, concentrating on the super-premium positioning for which the company is already known, will be supported with astonishing and vibrant lifestyle images capturing the essence of the Group’s brand persona. It has adopted a strapline to emphasise this: “We create fragrances that ignite the imagination”.

Our new brand identity is an expression of the unique approach we take to create fragrances that ignite the imagination.
Francis Pickthall, Group Marketing & Brand Director

Francis Pickthall, the Group’s Marketing & Brand Director, explains: “Our new brand identity is an expression of the unique approach we take to create fragrances that ignite the imagination. The vibrant and stylish images used in our new branding portray the bold and innovative approach taken by our fine fragrance perfumers who continually strive to delight customers throughout the world.”

A time for a change

CPL Aromas will showcase new creations featuring its Aromafusion technology at In-Cosmetics.. These captive ingredients are unique and available only to CPL Aromas’ perfumers who are able to craft completely original creations that cannot be replicated. The company, which has sales of $110 million a year, employs 500 staff worldwide and is the largest, fragrance only, fragrance house in the world.

"The rebranding was a process that started nearly three years ago. It was a very inclusive process; first thing we did was to talk to all our staff around the world to ask them what they thought about the way the company looked and the way the company was performing and how we looked against our business model," said CPL Aromas ‎Group Marketing and Brand Director, Francis Pickthall to Cosmetics Business.

"We have a very defined strategy for our business and the feeling was that we didn't have the look to the outside world that we needed. The branding that we had we'd used since 1989 and then we were a company with a turnover of £2.5m, whereas today we have a turnover of around £90m with 17 locations across the globe. It's a very different business so for that reason alone it was probably time for a change."

Its UK Creative Director, the Perfumer Angela Stavrevska, recently appeared on BBC Business Live talking about the business and its international initiatives. One of these initiatives involves helping to train people in India with visual impairments for careers in fragrance evaluation. The College of Fragrance for the Visually Impaired (COFVI) was founded with support from CPL Aromas and SH Kelkar after research identified the enhanced olfactory acuity of many visually impaired people.

"In recent years we've had a much greater focus on fine fragrances. We've been working with designer brands, so we wanted to have a new look that reflected that which was more prestigious, more upmarket," said Pickthall.

"We wanted something that was reflective of our link with fashion because fashion and fragrance go hand in hand. We worked with a very creative branding agency called Industry Partners and they put us in touch with renowned photographer John Ross and we spent about a week in the studio with various fashion models coming up with interesting ways of expressing perfumery and fashion; we have used smoke and oils and colours to represent fragrance."

The new launch is being celebrated at a glittering cocktail party held at The Gherkin in London where guests will be served unique cocktails, created in honour of CPL Aromas and inspired by Aromafusion ingredients.

History of CPL Aromas

(l-r) Chris, Nick and Francis

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CPL Aromas’ story began a century ago when John Pickthall first experimented with enhancing the toiletries of his time. His son Jack, an innovative chemist and world-renowned perfumer, carried on the business. In 1971 Jack’s sons Michael and Terry founded Contemporary Perfumers Ltd. Today it remains a family business run by (l-r) Chris, Nick and Francis Pickthall.