Shirley
May International is located in the Sharjah Airport International
Free Zone in the United Arab Emirates and is a part of
the Swiss Arabian Group of Companies. Shirley May has
a wide product range that includes spray perfumes, natural
and non-alcoholic perfumes, cosmetics, body sprays and
gift sets. Shirley May produces over 1,000 products references
under the following brand names: Shirley May, Parfum De
Jean Louis, Estico, VLF and Tihama.
Products
under the Shirley May, Parfum De Jean Louis and Estico
brand names are specifically positioned to cater to the
varying needs and desires of price conscious consumers
and the mass-market segment Ð which is considered
to be one of the fastest growing segments. This consumer
segment has become more and more selective, where the
primary motive for purchase is still price, but the product
must meet certain minimum quality standards. Products
in all three brand names are perfectly geared to meet
these requirements. There is a continuous effort to improve
quality and maintain a highly competitive pricing strategy.
Additionally,
in order to meet demands of those customers that are intrested
in extremely low prices, a new range of products is being
developed under Shirley May umbrella to cater to these
needs. Products under the Shirley May and Parfum De Jean
Louis brand are mostly occidental (catering to consumers
that prefer European styled perfumes) whereas products
under the Estico brand name are more oriental.
Products
under the VLF and Tihama brand name are classified as
Middle Mass Market. These products cater to consumers
that are more quality conscious and require a certain
minimum level of style and sophistication in the product.
The Tihama brand is dedicated to meet the requirements
of consumers that prefer Arabic fragrances and aromas.
The VLF brand caters to the tastes of cosumers that prefer
European (occidental) styles perfumes. Both these brand
names are recently developed and there is an on-going
research and development to build this category of products.
Little
wonder then that products by Shirley May International
are gaining popularity amongst customers looking
for quality products at competitive prices. In an effort
to further popularise its products in new and emerging
markets, Shirley May International is looking
to appoint agents and distributors for its products in
the export markets.
