Executives said Symrise wants to lift its No. 5 beauty care positioning to No. 3 by 2007. Symrise’s strengths include toothpaste, AP/deo, air freshener, shower gel, fragrance and hair care. “We have strong businesses that are heavy in hedonics,” explained Mr. Schaffner.
Executives initially thought a stronger presence in the detergent category would help boost the company’s positioning, but they quickly learned that improving their strengths was a better strategy.
“We are specialized; we can’t be all things to all people,” Mr. Schaffner insisted.