FRENCH PERFUME COMPANY MAKES A COMEBACK AT MIHAS 2010

By Tengku Noor Shamsiah Tengku Abdullah

KUALA LUMPUR, June 21 (Bernama) -- Atelier des Parfums, a renowned
French perfume company, will again participate in the up-coming Seventh Malaysia
International Halal Showcase 2010 (Mihas 2010) in efforts to make Malaysia a
global hub for "halal" fragrance and cosmetics after a successful bid at last
year's event.

"We have decided to come back this year in a big way after receiving
overwhelming response from industry players and growing customer demand
especially from those who are looking for quality "halal" fragrance from highly
reputable manufacturers from France," the company's President Olivier R. Funel
said .

Funel, a professional biologist said:"Our company produces traditional high
quality perfumes for major brands from France since four generations of family
business.

"The creation of this new range of high-quality halal perfumes composed with
natural ingredients will finally bring these products to the International
Muslim community at affordable prices".

"We will make "Atelier des parfums Malaysia Sdn Bhd - Innovations in Perfume
and Cosmetics" in Malaysia the centre for business development strategy," he
told Bernama in an interview here Monday.

Atelier des Parfums established Atelier des parfums Sdn Bhd in Kuala Lumpur
last year, in order to serve customers and develop its business in Malaysia and
the entire Asean region.

"We are looking at using Malaysia and its capital Kuala Lumpur as the hub
from which to conduct our business not only for the entire region but globally
including the Middle East markets.

Being a Muslim nation, Funel said Malaysia has great advantages to enable us
penetrate the vast Muslim market.

"Atelier des Parfums with its vast experience is also offering consultancy
services to companies in the fragrance and cosmetics industry.

"This is to help companies take their manufacturing processes to more
sophisticated levels, thereby making them more competitive," he added.

Funel also expressed his gratitude to Malaysia External Trade Development
Corporation (Matrade) officials for giving a clear picture of the investment
climate in Malaysia and their assistance in enabling the company to participate
in Mihas.

Mihas is rapidly becoming the world's premier showcase of halal products
and services.

It was reported that Matrade expected a 20 per cent increase in the number
of participants, visitors and sales generated from this year's Mihas which will
be held between June 23 and June 27.

Mihas will be held at the Matrade Exhibition and Convention centre in Kuala
Lumpur concurrently with two other halal industry-related conference and forum,
namely the World Halal Forum (WHF) and the World Halal Research Summit (WHRS).

Called the Halal Malaysia Week, these halal-related showcase, conferences
and forums are targeted to bring in thousands of delegates and exhibitors from
over 50 countries.

The event will also facilitate trade and drive the global halal industry as
well as discuss issues and share advancements in halal research, which is
estimated to be worth trillions of dollars.
-- BERNAMA