Wella sets big fragrances plan

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Darmstadt, Germany-based Wella formed Cosmopolitan Cosmetics Cologne as a holding company for its perfume and cosmetic companies, Muelhens of Cologne and Parfums Rochas of Paris. Wella Chairman Joerg von Craushaar said at a Cologne press conference that his company plans "to become one of the five largest fragrance marketers worldwide." Currently, Wella said it ranks 8th with an estimated 4.1% share of the $20 billion global fragrance market. Wella said it plans to build brands such as Rochas' Gucci and Muelhens' 4711 into global sellers.

Copyright October 1997, Crain Communications Inc.

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