Local manufacturers of cosmetics have been urged to take advantage of the African Continental Free Trade Area to expand their horizon to African markets to rope in more revenue and grow their bottom-line.

Speaking at the launch of the maiden Made-in-Ghana fragrances, Eternal Legends, Chief Executive of Ghandour Cosmetics, Tanal Ghandou, said his outfit is setting a precedent for local cosmetic manufacturers to take advantage of AfCFTA.

“The perfume market is quite big here, but I think we shouldn’t underestimate the mass market which needs affordable perfumes. Scent of Africa is the first perfume brand to target the Africa market exclusively in 2016. Other perfumers upon knowing this, started making perfumes targeted at the continent and the market keeps growing.”

“However, I do not want this perfume to be successful in Europe for Europeans. Our aim is to make this perfume an example for people here who can develop perfumes locally,” he said.

The new fragrance which is a luxurious interpretation of African identity includes six brand-new made-in-Ghana fragrances in its collection, signed by great international perfumers. These will be released as masculine and feminine duos between March and December 2022, beginning with the unveiling of Rakh and Nefee inspired by legends in African mythology.

Through its collection of high-perfumery, Scent of Africa aims to contribute to dispersing the continent’s culture throughout the world, by showcasing the creativity and talent of its people. It also celebrates the local materials, thanks to which the art of perfumery started several thousand years ago.

The ingredients used to infuse the soul of the African continent into the perfume are Buchu from South Africa, Cedar from Morocco; Clove, Ginger, Black Pepper, Vanilla and Ylang Ylang, all from Madagascar; Incense from Somalia; Orange blossom from North Africa; Geranium and Jasmine from Egypt and Myrrh from Ethiopia.

Some of these ingredients were also brought to life in the signature welcome cocktails served by Skybar and bespoke chocolate truffles produced by renowned Chocolatier Selassie Atadika of Midunu.

Tanal Ghandour also said “the new fragrance collection is bringing Africa’s culture, technical and creative ingenuity to the fore on the world stage. Scent of Africa as its name suggests encapsulates in every bottle of perfume, the scent, and soul of Africa, made in Ghana for the world.

“It was edifying to work with the talents that brought this idea to life, making it more spectacular than I could have ever imagined. My gratitude goes to the team for embarking on this eventful and poetic journey that has put a spotlight on the continent and projects its excellence with the world. It is my hope that this feat becomes a catalyst for other patriots and visionaries in various industries to showcase the positive stories that Africa must tell the world.”

The global perfume market was valued at $31.4 billion in 2018. It is expected to expand by 3.9% in 2025.