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From the initial concept to the fragrance in the flacon

Creation, production, marketing and sale of fragrances

Value chain

Mäurer & Wirtz has devoted herself passionately to the world of fragrances and holds itself to the highest quality standards. We cover the entire value chain. Starting from naming the product to packaging all the way to bottling the goods, also advertising and distributing the final concepts. We manage all processes from our headquarters in the Rhineland.

An in-depth market and trend analysis serves as our starting point. Based on the issues that will affect us in the future, our Brand Management team develops fragrance concepts and outlines how the final product should look and what associations it could inspire among its wearers.

Our Perfume Development team is an intermediary between marketing and the art of perfumery. The requirements from Brand Management are translated by our fragrance expert into a fragrance briefing, which we then pass on to the dedicated hands of international fragrance companies. We work with the world’s most renowned third-party perfumers. For each tender, we receive a selection of different olfactory interpretations of our fragrance concept. Paired with the expertise of our in-house Perfume Development team, the best creation is selected, perfected down to the last detail and ultimately completed.

360° customer experience

“The fascinating path individual ingredients take to form a harmonious whole takes time, enormous concentration and a great deal of emotion. This applies to every single nuance and note that gives the perfume that special something, its uniqueness, once combined in the end product."​

Licensed products and collaborations

Brand­management executes high-quality product designs in partnership with the packaging­development and product­management teams as well as external interfaces, When we work with licensors, celebrities or influencers, development of the fragrance and design takes place in close collaboration and in line with their wishes and ideas.

Mäurer & Wirtz – the company
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