Holly Cardinali to lead CPL Aromas US market growth

By Deanna Utroske contact

- Last updated on GMT

Holly Cardinali to lead CPL Aromas US market growth
This month the British fragrance company announced Cardinali’s new role as Business Development Manager for its USA division, making CPL the latest in a string of global fragrance makers to solidify plans to advance and expand business in the United States.

CPL Aromas, headquartered in Bishop's Stortford, England, got its start in 1971 and creates scents for fine fragrance, personal care, and house hold clients.

The company takes pride in its proprietary technologies and captive ingredients (raw materials and distilled molecules available only to perfumers working at CPL).

Holly Cardinali is new to CPL, having worked most previously as the R&D director for French Color & Fragrance (in Englewood, New Jersey) and before that with Johnson & Johnson, Firmenich, and Unilever.

New hire

“With a degree in chemical engineering Holly also has valuable experience in consumer products and understands the importance fragrances play in producing a successful finished product,” ​notes the CPL Aromas press release announcing her new role. “She joins the company at an exciting time for the business as it continues to grow world-wide sales and invest in its facilities and personnel.”

While much of Cardinali’s work in fragrance has indeed been in technical roles, two of the positions she held at Firmenich were sales leadership roles in both personal care and fabric care and in this region.

And she seems pleased to be back in business development: “I am delighted to have the opportunity to lead the CPL Aromas team in the USA and help promote the company’s exciting range of technologies and introduce our creative perfumery talents to new and existing clients across the USA,” ​comments Cardinali in the press release.

New growth

CPL’s plans for US market growth are vague: “Holly joins the company to help spearhead the division's growth in the all-important USA market and brings with her valuable experience in both sales and technical roles,” ​according to the release.

But, given recent moves by other global companies including Eurofragrance and Firmenich to grow their respective businesses in the States, it would stand to reason that CPL has energetic growth plans too.

At the start of 2018, Eurofragrance acquired Fragrance Design as a way to bolster its business in the US market. “The acquisition has given Eurofragrance a firmer foothold on the American continent and strengthened its position in the body care and household sectors, the company’s specialist area,” ​Eurofragrace told the press. Read more about that deal in this item​ by Cosmetics Design – Europe editor Lucy Whitehouse.

US-based Agilex Fragrances (owned by Firmenich) bought Fragrance West in June, giving that company coast-to-coast reach. “This acquisition advances our vision to shape the future of fragrance with leading innovation,”​ Armand de Villoutreys, president of perfumery and ingredients at Firmenich, said at the time. Read more, here on Cosmetics Design​.



Deanna Utroske, CosmeticsDesign.com Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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