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November 14, 2005
By: TOM BRANNA
Executives said Symrise wants to lift its No. 5 beauty care positioning to No. 3 by 2007. Symrise’s strengths include toothpaste, AP/deo, air freshener, shower gel, fragrance and hair care. “We have strong businesses that are heavy in hedonics,” explained Mr. Schaffner. Executives initially thought a stronger presence in the detergent category would help boost the company’s positioning, but they quickly learned that improving their strengths was a better strategy. “We are specialized; we can’t be all things to all people,” Mr. Schaffner insisted.
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