Cuba: Suchel Fragrencia
Mentioning Cuba makes many people think of cigars. Cuba found that this cultural image could help them sell cosmetics.
Twenty years ago, a group of Cuban workers founded a cosmetics company called Suchel Fragrencia. The state-sponsored business venture was formed to develop quality fragrances, cosmetics, and hygiene products and market them domestically and abroad. Prior to Suchel, Cuban cosmetic products did not own any significant reputation.
As Suchel targeted Europe for its first exports, it faced a dilemma: How do we catch the attention of consumers and build a reputation for high quality fragrances? Suchel's answer was a clever marketing strategy - a branding campaign that drew on the reputation of Cuban cigars, as well as the cultural image of Cuba's relaxed elegance and sensuous atmosphere. A Montecristo line of men's cologne takes its name directly from the world famous brand of Cuban Montecristo cigars.
Suchel Fragrencia benefited greatly from creating intangible value in their products. The company continues to expand its market in Europe and elsewhere.
