Aficionado is operated by Central Affirmative Company Inc. (CACI) which was established by its president and CEO, Mr. Joel Cruz on Sept 5, 2000.
It manufactures and distributes perfume, scented personal care and home care products for both retail sales and institutional distribution.
CACI ensures quality products that comply with high standards of the International Fragrance Association (IFRA), Good Manufacturing Practices (GMP) and ISO 9001: 2015 by TÜV Rheinland.
CACI uses imported fragrance oils from Germany, France, UK and Spain with a team of professional formulators, chemists and process engineers.
The Manufacturing plant at Sterling Industrial Park in Bulacan, Philippines has fully equipped laboratory for product research and development
with state-of-the-art automated front to back end production to packaging.
Distribution is in partnership with reputable logistics companies for both domestic and international markets.
Aficionado products are available in more than 500 mall and department store locations in the Philippines, Key Accounts such as supermarkets,
drug store chains, convenience stores, direct dealers and distributors to serve tertiary outlets up to neighborhood stores or “Sari-Sari”stores
In the International market, Aficionado products are available in the Middle East in UAE, Saudi Arabia,
Bahrain and Qatar; in ASEAN countries such as Brunei, Cambodia, Malaysia, Singapore and Thailand; in other
Asian countries like Taiwan and Pakistan; in Oceania in New Zealand, Saipan, Solomon Islands
and in the Americas in Canada as well as specialty Filipino stores in the USA.
CACI provides Contract Manufacturing or Tolling Services for other countries and has forged synergistic business partnerships with other brands.
Aficionado continues to offer value for money products and services to the Filipino consumers and the global market.
Aficionado is a proud member of the Philippine Retailers Association (PRA), Philippine Franchise Association (PFA) and the Chamber of Cosmetic Industry of the Philippines (CCIP).
It has received several awards and recognition as a company and brand from the Asian Star Brand Awards, National Shopper’s Choice Awards,
The Philippine Marketing Excellence Awards, The People’s Brand Award, Gold Brands, Hall of Fame as Specialty Retailer from PRA in 2010,
Franchise Excellence Awards by PFA in 2015, Asia Pacific Enterprise Awards (APEA) in 2015,
the ASEAN Business Awards in 2017 and the Asia CEO Awards as SME in 2018.
Joel Cruz has been equally recognized as a successful entrepreneur by APEA in 2015 as, SGV Ernst and Young Entrepreneur of the Year in 2017, the Asia CEO Awards as Outstanding Entrepreneur of the Year in 2018, the Dangal ng Lipi Awards and Club Bulakeno,
his alma mater University of Santo Tomas as Outstanding Businessman, the Japan World Excellence Awards in Fukuoka,
Japan in 2016, the Gawad Amerika Awards in Hollywood, USA for both business and philanthropy and
the Forbes Magazine of Hong Kong as one of the 48 Heroes of Philanthropy in Asia Pacific.
With two decades of remarkable record in the fragrance industry, the company continues to grow and evolve as a proud Philippine company to world class prominence.
