Going into perfume manufacturing was to fill a gap

Valerie Young-Harry is the CEO of Euphoria Scent, a Port Harcourt-based perfume manufacturing and compounding company. She spoke with our reporter on why she set up the first perfume compounding laboratory in Nigeria and the opportunities in the business. Nigerians rarely take interest in perfume business despite the huge market for perfume, why did you […]

Valerie Young-Harry is the CEO of Euphoria Scent, a Port Harcourt-based perfume manufacturing and compounding company. She spoke with our reporter on why she set up the first perfume compounding laboratory in Nigeria and the opportunities in the business.

Nigerians rarely take interest in perfume business despite the huge market for perfume, why did you venture into such a business including setting up a perfume confounding laboratory, the first in Nigeria?

I am an Ijaw of Kalabari extraction and I was born 60 years ago.  I obtained B.A. (Second class upper) in French from University of Lagos, Akoka, Lagos in 1985. In-between I did the mandatory year abroad in France and became exposed to the power of haute couture and scent, and picked up the initial skills in perfume compounding during this period.

I have always been a perfume lover and spent a sizeable chunk of my disposable income indulging myself in that regard. Then, I noticed that the odour life of the products of the big brands kept diminishing. That was when I said to myself ‘give Nigerians what they need – value for money’. I carried out my industry and market research and discovered there is a huge opportunity in compounding fragrances in Nigeria, and the thought of being a first move-over was alluring enough.

I looked at what the regulatory agencies say with regard to perfume compounding activity in Nigeria; I examined my finances (I knew they were not enough); I also looked at how to procure best raw materials. The risks were there but there is no life without risks, so I said “time to hit the ground running”. I got things together and struggled for more than a year before I got my first fragrance right; it is named Solari; a masterpiece in sultriness. After that it was a bit easier to compound the other fragrances.

To add legitimacy to the venture we had to successfully go through the rigours of NAFDAC registration. Then the logo was also registered and the name trade-marked for our protection. ‘Euphoria Scents’ is born.

I decided to leave paid job and delve into entrepreneurship at an early age. In order to increase my chances of success, I  further expanded my  academic and professional scope by obtaining the prestigious MBA from the University of Liverpool (2009-2012). I have fingers in many entrepreneurial pies including industrial cleaning, management consulting, construction, and lately, perfume manufacturing. I am  a mother and grandmother.

I know that you have invested much in this business. How much does it cost to set up a business like this?

It depends on the scale of the business and the class of fragrances envisioned. Euphoria Scents is a niche perfume; compounded by hand, and highly concentrated. The vision is to offer perfumes with lasting odour life. This makes the process a bit complicated and long. The longer the operating procedures, the longer it will take to hit the market.

We have been investing for over two years and we have just started releasing to the market. So it is quite expensive to set up. I would advise entrepreneurs to start, then seek investors along the line. For niche perfumes such as ours, you should be looking at two to three hundred million naira. Remember it does not happen overnight so do not be scared.

Can you tell us more about the brand name ‘Euphoria Scents’, what are the processes involved in delivering a brand like this?

Euphoria Scents result from several months of culturing. Our basic ingredients include pure essential/perfume oils cultivated from rare plants extracts; stabilisers; and bases selectively sourced from different parts of the world, including Africa, Europe, UAE, the Middle and Far East.

Our perfumes are thus not just concentrated and long-lasting but will neither oxidise nor expire. Indeed, they will last for millennia. We are writing history.

Nigerians have the mind-set of putting more value on foreign products. What steps have you taken to make sure your brand is a sought after and correct the erroneous impression that foreign products are better than homemade brand?

You are very right. For this reason we have decided to announce our Nigerian-ness in using local names for most of our fragrances; Osaki, Solari, Nengi. In addition the inscriptions on our packets announce that the range is produced in Port-Harcourt; Nigeria.

Our strategy for making Nigerians accept our product is: 1. Ensure that our fragrances are unique enough to make cloning exceedingly difficult; 2. Expose our products to our target clientele during expos for them to savour and compare; 3. Our 1mls ampoules are freely available for take home/testing; 4. Our bottles and packaging make imitation almost impossible; 5. We have also made our prices attractive enough for the quality we offer.

So far customer responsiveness has been encouraging, and we thank God. The big launch will take place before the end of the year, and you will be there.

 How do you source for raw materials? Are you having any challenge?

We source from all over the world. The critical challenge is the exchange rate. If only owners of capital could pay attention to this budding industry, we would soon see persons that would be willing to invest in large scale flower and spice farming. Our ingredients are completely of botanical sources. Such farms should be established with the goal of producing oils for the fragrance industry; the potential is huge.

 For a lay man that wants to go into perfume manufacturing business, what is needed to go into such venture?

The basic equipment and tools include vats, beakers, measuring cylinders, filter, crimping and collaring machines, filling machines etc; consumables include fragrance oils, fixatives, bases such as benzyl alcohol and ethanol with bitrex; refined bottles which should be branded, and branded packets. If you want to go big you go into automation and include die cutting machines, silk screen printers, etc.

How do you ensure quality control because lots of perfume in the market have poor quality fragrance that does not last long?

In line with our vision to produce high quality, long-lasting fragrances, our standard operating procedures were derived from international best practices – and it is very robust. In addition, we have excluded the only oxidising agent that can kill a perfume over time- aqua. Quality control starts from procurement, and materials must meet international standards. They are tested for impurities before acceptance. Our laboratory operates under sterile conditions, and only the right temperatures are allowed. Personnel protective wears are used. All ingredients are duly calibrated following the recipes, so that both quality and quantities are assured.

What do think government can do to encourage local manufacturers?

Government is an enabler, and we would want it to do just that. We are happy licensing is becoming easier in process and procedures, but it should do more; provide power, reduce taxation for start-ups, reduce customs tariffs for small scale manufacturers; and don’t go into any international trade agreement that could kill local manufacturers on the long run.

What does it take for women to go into business, especially the manufacturing sector of business?

Entrepreneurship is the desire to effect change. The entrepreneur is propelled by lofty visions; and must be totally involved in the pursuit of a desired state; and constantly strive for mastery.

My advice to women is for them to follow their dreams doggedly; they must seek knowledge, they must develop both hard and soft skills.