Left to right: Faycal El Herrif, Maurizio Volpi, Farzana Sanhamut, Pierre Venet and Felix Mayr-Harting.Givaudan
"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 across the SAMEA region," said Maurizio Volpi, president of the Fragrance & Beauty Division. "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."
"Casablanca is a natural gateway for our regional ambitions," added Felix Mayr-Harting, global head of consumer products. "Our Moroccan team brings a deep understanding of consumer habits across SAMEA, and that insight is what will make the difference for our customers."
The new site brings together application and perfumery laboratories, fragrance development, evaluation, marketing and commercial teams. The facility will support development across Fabric Care, Home Care, Personal Care and Fine Fragrance, with the aim of bringing regional expertise and customer collaboration closer to the market.
The Casablanca hub becomes part of Givaudan’s broader SAMEA (South Asia, Middle East & Africa) strategy, a region the company identifies as a key growth market for fragrance. Givaudan established its presence in Morocco in March 2025.
The opening was marked by an immersive event themed “House of the Rising Sun—Where Light Becomes Scent,” spotlighting regional perfumers and the olfactory character of the Maghreb and West Africa.
The expansion reflects the growing importance of local fragrance development and regional sensory expertise as global fragrance suppliers seek to respond more closely to market-specific consumer preferences across Africa.
