Romar Global Care has revamped the image and part of the catalog of Amalfi., its personal care and hygiene brand, with the aim of strengthening its positioning and expanding its presence in strategic markets and channels.
The company explained that this update is part of the development strategy of a brand with more than 40 years of history and presence in various international markets.
“Amalfi is evolving to continue growing alongside our clients and consumers. This new phase reflects our commitment to offering a more modern, distinctive brand, prepared to respond to new market dynamics, while maintaining the essence, trust, and accessibility that have always defined it,” stated Romar Global Care.
According to the company, Amalfi maintains a prominent position in the multi-price channel in Iberia, while a significant part of its activity is concentrated in international markets, especially in Africa and the Middle East.
The renewal is structured under the 'Mediterranean Roots' concept‘, With this, the brand seeks to reinforce its connection with the Mediterranean lifestyle and transfer these values to its personal care offering.
The update includes a new packaging design and various measures aimed at reducing the use of materials. Specifically, the new bottles reduce plastic use by 171 TP3T and the caps by 341 TP3T. Furthermore, the containers incorporate 501 TP3T of recycled plastic and are fully recyclable.
Amalfi maintains its presence in Categories such as body hygiene, hair care, hydration, facial care, deodorants, oral hygiene and perfumery. The company notes that the new identity incorporates fragrances and elements inspired by the Mediterranean environment, which become part of the brand's image and proposition.
With this renewal, the company seeks to strengthen Amalfi's role within its brand portfolio and continue to drive its growth both in the domestic market and in the international markets where it operates.
Fountain: Inforetail
