This title or tag consequently was earned out of hard work as the man behind the brands Aficionado Germany Perfume, Joel Cruz Signatures and the apparel division Aficionado Your Fashion and Scents Store. Simultaneously, the company is celebrating its 10th year in the business the month of September for having established a niche as the top brand of Philippine- made “glocal” perfume, EDT, cologne and as one of the leading manufacturers of personal care products in the country. Glocal is a coined word from Global-Local which is what the brands stand for, proudly Filipino crafted products using imported ingredients and raw materials from Germany, France, Spain, New York and China . Indeed, quality products that are world class for local and global distribution.
The company employs more than a thousand employees to provide the manpower required by the demands from manufacturing to sales operations. This is part of the corporate mission to generate jobs and contribute to the country’s growing economy. Having ventured into franchising, direct dealership and distributorship five years paved the way to various ventures forging business partnerships that contributed to the tremendous growth of the company. Moreover, this is Joel’s way of sharing the success as a corporate unit in the society and is a responsibility he is committed to.
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