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OUTSTANDING CATEGORY

JOEL SANTOS CRUZ

PRESIDENT & CEO
 We were setting an example. We were serving the underserved. We knew that
eventually, their lives will change for the better.

 Aficionado Germany Perfume

 CONSUMER GOODS

 1774 Instruccion St. Cor. N.S. Amoranto Ave., Samploc, Manila, Philippines 1774
 (632) 740 7953

 www.aficionado.com.ph

Doctor-to-be-turned-entrepreneur Joel S. Cruz, or his monicker “The Lord of Scents”, is a graduate

of the UST in 1986 with a degree of Bachelor of Science in Psychology of a pre-medicine course
to become a doctor. Instead, he decided to engage in the apparel business to the dismay of his
parents. He is a full-blooded Thomasian through and through and was a student leader in his high
school days. His decision to pursue business inspired by his parents, who were both business
people, lead him to achieve phenomenal success in the Philippine fragrance industry with his brand
Aficionado Germany Perfume which dominates the specialty fragrance retail market and forges
ahead to burst into the international business scene.
The precursor company to Central Affirmative Co. Inc. was Joel Cruz Enterprises, Inc. This was
an apparel sub-contracting company that catered to major departments stores in the Philippines
namely, Rustan’s, SM Shoemart, Robinson’s, Anson’s and Syvel’s department stores. The
business was doing well until a setback was encountered with the 1997 Asian Crisis affecting the
business. Department stores were sourcing their apparel merchandise from China and Thailand
causing a glut in the supply of garments in the Philippines. The company was forced to downsize
its garment production operations. Despite this challenging situation, Joel was determined to move
ahead with other opportunities to engage in business bringing along the learning he gained from
the creative phase to manufacturing and production of products to marketing.
It was both serendipity and fate that Joel met a business mentor from Henkel Company of Germany
who taught him the ropes of the fragrance industry and perfume making. This was the brand story
of Aficionado Germany Perfume. The company was formerly named Affirmative that became
popular among business networks with the acronym “AF”. This was the spin-off of the brand name
“aficionado” which was the closest word to the initials “AF”. Aficionado is a Spanish word which
means fanatic or fan, loyal or devotee. The word “Germany Perfume” was added since most
fragrance oils come from suppliers from Munich, Germany; the biggest source of fragrance raw
materials in the world even though France is the biggest manufacturer of perfumes.

This was the start of the Aficionado Germany Perfume business that offered the mass market
quality products at very affordable product prices. The market was fertile for proudly Philippine
made products when Filipino consumer’s mindset then was that foreign brands and products are
of better quality. This was trail-blazing for Aficionado to be a market leader in this business
category of fragrance products. Competitors soon followed but Aficionado stood strong as it offers
value for money products to its customers. Joel has turned his business from a fledgling one-kiosk
store at the Gotesco Grand Central mall to a full flying dominant brand player in the retail market.
He has spawned his brand into 500 stores in malls, products carried and sold by institutional
accounts like Mercury Drugstore chain, 7-11, Puregold Supermarkets, Shopwise, major
Departments stores, drugstores, groceries, distributors up to tertiary accounts or the “Sari-Sari
Store”, direct dealership and international sales.

Joel diversified his business into personal and non-personal care products with the Joel Cruz
Signatures brand and maintained a sizeable apparel business with the AFSS (Aficionado Fashion
and Scents Store) clothing brand. The clothing brand is homage to his former apparel business and
an adaptation to market trends that perfume and fashion are entwined.

Joel built their own manufacturing plant after five years in operation at the Sterling Industrial Park
in Meycauayan, Bulacan north of Manila which is now GMP and ISO 9001:2008 certified. This
made the company’s core competency in manufacturing fragrance products aside from retail. The
company offers tolling or contract manufacturing services and has equipped the factory with state
of the art automated bottling, capping and bottle washing system.
 Run a business like a thoroughbred
horse, fast enough to win
He has utilized the SAP Enterprise Resource Planning and introduced the MPOS-Mobile Point of
Sale at stores for a more efficient inventory and financial management.

The Filipino consumers lauded the perfume brand as “Aficionado and Pambansang Pabango”
(Aficionado the National Perfume of the Philippines). Esteemed award giving bodies have
recognized the company as a formidable retail brand that has democratized the use of perfume as
an affordable luxury offering value for money products.

The company and brand is a Hall of Fame awardee by the PRA- Philippine Retailers Association
as Specialty Retailer in 2010. He was recognized by the Gawad Amerika Awards in Hollywood,
California as Outstanding Entrepreneur in the fragrance business in 2010 and another award as
Outstanding Philanthropist in 2011. He was nominated with an Agora Awards for Marketing by
the Philippine Marketing Association in 2011 & 2012 and by the MVP PLDT SME Awards in
2010 & 2011. His alma mater, UST, has bestowed one of the highest recognitions of the university,
The Outstanding Thomasian Alumni or TOTAL Awards for entrepreneurship. He was likewise
recognized by the Club Bulakeño organization with an award for Outstanding entrepreneur in
2013. The most recent award this year 2015 is the PFA-Philippine Franchise Association Franchise
Excellence Awards as Outstanding Franchise in the small store category given in cooperation with
the DTI-Department of Trade and Industry. As part of his Corporate Social Responsibility efforts,
he established his own foundation, the Joel S. Cruz Aficionado Foundation, Inc. to provide for
abandoned and neglected children and teenagers.

For almost ten years, he started visiting charity institutions as part of his company’s anniversary
celebration namely the Hospicio de San Jose, Asilo de San Vicente de Paul, Tahanang Walang
Hagdanan, UP Philippine General Hospital Pediatric wards 9 & 11 and the Missionaries of Charity
Home of Joy in Tayuman, Manila.

Unorthodox for an entrepreneur, Joel was invited to join the international franchise reality TV
show on GMA-7, the “Celebrity Duets” and emerged as the 3rd season champion with the most
text votes. The one million peso prize winnings were all donated to twenty of his chosen charity
institutions.

He is a staunch supporter of the Philippine Cancer Society as one of the ambassadors raising funds
for cancer patients annually.

In 2013, this led to an international publication, the Forbes Asia magazine to take notice and
recognize Joel as one of the forty eight Heroes of Philanthropy in Asia Pacific together with three
other prominent Filipinos namely, Henry Sy Sr. of the SM Department store conglomerate, John
Gokongwei Jr. of Robinsons Malls and Cebu Pacific Airlines and Architect Felino “Jun” Palafox.
 With family members working for his company, he has kept a good balance of work and family
life. In 2012, he was blessed with twin children through IVF procedure done in Moscow, Russia.
The twins are named Prince Sean and Princess Synne which means “gracious gift from God”.
Growing his family as well, another set of twins have arrived and aptly named them Prince Harry
and Prince Harvey. The former name means “ruler of the home” while the latter means “battle
worthy”. Joel is hoping and prayerful that his kids will inherit and run the reign of his business
empire when they grow up and would fervently care continuing the business and brand.

 Joel has spawned the brand into 500 stores in malls, products carried and sold by institutional accounts and major
stores

 Joel built their own manufacturing plant after five years in operation at the Sterling Industrial Park in Meycauayan,
Bulacan north of Manila which is now GMP and ISO 9001:2008 certified

 Joel established his own foundation, the Joel S. Cruz Aficionado Foundation, Inc. to provide for abandoned and
neglected children and teenagers

© 2018 ASIA PACIFIC ENTREPRENEURSHIP AWARDS . PHILIPPINES

…..

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 History
 Mission and Vision
 Manufacturing Plant
 News and Events
 Head Office

History
Joel S. Cruz or “Joel” to his family and friends is the sixth among the seven children of Mr. & Mrs.
Dionisio Cruz. Having spent all his schooling at the University of Santo Tomas from elementary to
college and honored with Loyalty Awards, he graduated with a Bachelor of Science degree in
Psychology from the University of Santo Tomas. Driven by his passion to pursue creative undertakings
and business skills, he became an entrepreneur instead of becoming a doctor. Joel found it equally
fulfilling, if not even more.
With his passion for fashion, Joel ventured into importing apparel from Hongkong and Bangkok in
1986. In 1987, he established Joel Cruz Enterprises Inc. (apparel), manufacturing and selling apparel
to leading department stores in Metro Manila. In 1997, with the glut of apparel goods from China and
Thailand, the company saw the opportunity to switch to the perfume business. In 1999, Joel engaged
in another business venture establishing Joel Cruz Enterprise-perfumery. This was the beginning of
big things to come. Retailing is just the start of everything.
On September 5, 2000, Central Affirmative Co. Inc. was born on the process of acquiring license to
distribute the perfume brand “Affirmative” or popularly known as “AF”. In 2001. The company
laboratory was officially registered by the Bureau of Food and Drugs (BFAD now FDA) and established
as a manufacturer and distributor of Aficionado Germany Perfume brand. In 2002, Aficionado
Boutiques were opened nationwide to reinvigorate the former apparel business. In 2006, the company
operated a 2,000 sq m plant in Sterling Industrial Park, located in Meycauayan, Bulacan.
After 5 years in business, the Aficionado brand was opened for franchising opportunities and this
catapulted the company to new heights. The Direct Dealership, Domestic and International
Distributorship, Tolling, Contract Manufacturing and Personalizing services were established as
corporate units and further spurred growth for the company. The company supplies products to major
supermarkets, drugstores and convenience stores nationwide.
On June 22, 2007, the company opened Signatures by Joel Cruz Inc. with the brand Joel Cruz
Signatures engaged in a new line of perfume and personal care products to scented home products.
 The company has spawned into a family of brands: Aficionado Germany Perfume as the leading
Philippine made perfume in the market. The brand Joel Cruz Signatures offering personal care
products and beyond. On March 2010, the apparel business was rebranded to Aficionado-Your
Fashion and Scents Store and registered with the IPO in September of the same year.
The company acquiring new technology in manufacturing and implementing systems upgrade like
SAP (ERP) and an integrated supply chain is geared towards the year 2020 as a small-medium sized
company to achieving bigger success and growth.
CACI has gone global having distribution centers in Dubai and Abu Dhabi, UAE; Saudi Arabia, Iran,
Japan, Ireland, Denmark, Los Angeles, Saipan and continues to expand business in the Asian region
in other ASEAN member countries. CACI is posed to expand its business in the Philippines and
globally. It is geared towards achieving international standards with manufacturing processes towards
producing the highest quality personal care products to offer to consumers.
CACI has earned several recognitions by major award giving bodies such as the Asian Star Brand
Award, The National Shopper’s Choice Award and The Philippines’ Marketing Excellence Award, the
Philippine Retailers Association Hall of Fame Award and The 32nd Agora Awards Nomination for
Outstanding Achievement in Entrepreneurship among others.
It is a clear vision that guides the company to successfully pursue various ventures -“To be known as
the leading manufacturer and distributor of perfume, health and beauty products”.

About
 History
 Mission and Vision
 Manufacturing Plant
 News and Events
 Head Office
Perfumes
 Eau De Toilette

 Bath and Body Spray
Services
 Franchise
 Dealership
 Tolling Services
 Local Distributorship
Business Partners
 Joel Cruz Signatures
 Aficionado Your Fashion and Scents Store
 CONTACT US!

VISIT US
1774 Instruccion St. Cor. N.S. Amoranto Ave., Samploc, Manila 1008 Philippines
CALL US
Trunk +632 7407953
7407972
7403895
411-5455
SEND US AN EMAIL
info@aficionado.com.ph

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…….

Toggle navigation
OUTSTANDING CATEGORY

JOEL SANTOS CRUZ

PRESIDENT & CEO
 We were setting an example. We were serving the underserved. We knew that
eventually, their lives will change for the better.

 Aficionado Germany Perfume

 CONSUMER GOODS

 1774 Instruccion St. Cor. N.S. Amoranto Ave., Samploc, Manila, Philippines 1774
 (632) 740 7953

 www.aficionado.com.ph

Doctor-to-be-turned-entrepreneur Joel S. Cruz, or his monicker “The Lord of Scents”, is a graduate

of the UST in 1986 with a degree of Bachelor of Science in Psychology of a pre-medicine course
to become a doctor. Instead, he decided to engage in the apparel business to the dismay of his
parents. He is a full-blooded Thomasian through and through and was a student leader in his high
school days. His decision to pursue business inspired by his parents, who were both business
people, lead him to achieve phenomenal success in the Philippine fragrance industry with his brand
Aficionado Germany Perfume which dominates the specialty fragrance retail market and forges
ahead to burst into the international business scene.
The precursor company to Central Affirmative Co. Inc. was Joel Cruz Enterprises, Inc. This was
an apparel sub-contracting company that catered to major departments stores in the Philippines
namely, Rustan’s, SM Shoemart, Robinson’s, Anson’s and Syvel’s department stores. The
business was doing well until a setback was encountered with the 1997 Asian Crisis affecting the
business. Department stores were sourcing their apparel merchandise from China and Thailand
causing a glut in the supply of garments in the Philippines. The company was forced to downsize
its garment production operations. Despite this challenging situation, Joel was determined to move
ahead with other opportunities to engage in business bringing along the learning he gained from
the creative phase to manufacturing and production of products to marketing.
It was both serendipity and fate that Joel met a business mentor from Henkel Company of Germany
who taught him the ropes of the fragrance industry and perfume making. This was the brand story
of Aficionado Germany Perfume. The company was formerly named Affirmative that became
popular among business networks with the acronym “AF”. This was the spin-off of the brand name
“aficionado” which was the closest word to the initials “AF”. Aficionado is a Spanish word which
means fanatic or fan, loyal or devotee. The word “Germany Perfume” was added since most
fragrance oils come from suppliers from Munich, Germany; the biggest source of fragrance raw
materials in the world even though France is the biggest manufacturer of perfumes.

This was the start of the Aficionado Germany Perfume business that offered the mass market
quality products at very affordable product prices. The market was fertile for proudly Philippine
made products when Filipino consumer’s mindset then was that foreign brands and products are
of better quality. This was trail-blazing for Aficionado to be a market leader in this business
category of fragrance products. Competitors soon followed but Aficionado stood strong as it offers
value for money products to its customers. Joel has turned his business from a fledgling one-kiosk
store at the Gotesco Grand Central mall to a full flying dominant brand player in the retail market.
He has spawned his brand into 500 stores in malls, products carried and sold by institutional
accounts like Mercury Drugstore chain, 7-11, Puregold Supermarkets, Shopwise, major
Departments stores, drugstores, groceries, distributors up to tertiary accounts or the “Sari-Sari
Store”, direct dealership and international sales.

Joel diversified his business into personal and non-personal care products with the Joel Cruz
Signatures brand and maintained a sizeable apparel business with the AFSS (Aficionado Fashion
and Scents Store) clothing brand. The clothing brand is homage to his former apparel business and
an adaptation to market trends that perfume and fashion are entwined.

Joel built their own manufacturing plant after five years in operation at the Sterling Industrial Park
in Meycauayan, Bulacan north of Manila which is now GMP and ISO 9001:2008 certified. This
made the company’s core competency in manufacturing fragrance products aside from retail. The
company offers tolling or contract manufacturing services and has equipped the factory with state
of the art automated bottling, capping and bottle washing system.
 Run a business like a thoroughbred
horse, fast enough to win
He has utilized the SAP Enterprise Resource Planning and introduced the MPOS-Mobile Point of
Sale at stores for a more efficient inventory and financial management.

The Filipino consumers lauded the perfume brand as “Aficionado and Pambansang Pabango”
(Aficionado the National Perfume of the Philippines). Esteemed award giving bodies have
recognized the company as a formidable retail brand that has democratized the use of perfume as
an affordable luxury offering value for money products.

The company and brand is a Hall of Fame awardee by the PRA- Philippine Retailers Association
as Specialty Retailer in 2010. He was recognized by the Gawad Amerika Awards in Hollywood,
California as Outstanding Entrepreneur in the fragrance business in 2010 and another award as
Outstanding Philanthropist in 2011. He was nominated with an Agora Awards for Marketing by
the Philippine Marketing Association in 2011 & 2012 and by the MVP PLDT SME Awards in
2010 & 2011. His alma mater, UST, has bestowed one of the highest recognitions of the university,
The Outstanding Thomasian Alumni or TOTAL Awards for entrepreneurship. He was likewise
recognized by the Club Bulakeño organization with an award for Outstanding entrepreneur in
2013. The most recent award this year 2015 is the PFA-Philippine Franchise Association Franchise
Excellence Awards as Outstanding Franchise in the small store category given in cooperation with
the DTI-Department of Trade and Industry. As part of his Corporate Social Responsibility efforts,
he established his own foundation, the Joel S. Cruz Aficionado Foundation, Inc. to provide for
abandoned and neglected children and teenagers.

For almost ten years, he started visiting charity institutions as part of his company’s anniversary
celebration namely the Hospicio de San Jose, Asilo de San Vicente de Paul, Tahanang Walang
Hagdanan, UP Philippine General Hospital Pediatric wards 9 & 11 and the Missionaries of Charity
Home of Joy in Tayuman, Manila.

Unorthodox for an entrepreneur, Joel was invited to join the international franchise reality TV
show on GMA-7, the “Celebrity Duets” and emerged as the 3rd season champion with the most
text votes. The one million peso prize winnings were all donated to twenty of his chosen charity
institutions.

He is a staunch supporter of the Philippine Cancer Society as one of the ambassadors raising funds
for cancer patients annually.

In 2013, this led to an international publication, the Forbes Asia magazine to take notice and
recognize Joel as one of the forty eight Heroes of Philanthropy in Asia Pacific together with three
other prominent Filipinos namely, Henry Sy Sr. of the SM Department store conglomerate, John
Gokongwei Jr. of Robinsons Malls and Cebu Pacific Airlines and Architect Felino “Jun” Palafox.
 With family members working for his company, he has kept a good balance of work and family
life. In 2012, he was blessed with twin children through IVF procedure done in Moscow, Russia.
The twins are named Prince Sean and Princess Synne which means “gracious gift from God”.
Growing his family as well, another set of twins have arrived and aptly named them Prince Harry
and Prince Harvey. The former name means “ruler of the home” while the latter means “battle
worthy”. Joel is hoping and prayerful that his kids will inherit and run the reign of his business
empire when they grow up and would fervently care continuing the business and brand.

 Joel has spawned the brand into 500 stores in malls, products carried and sold by institutional accounts and major
stores

 Joel built their own manufacturing plant after five years in operation at the Sterling Industrial Park in Meycauayan,
Bulacan north of Manila which is now GMP and ISO 9001:2008 certified

 Joel established his own foundation, the Joel S. Cruz Aficionado Foundation, Inc. to provide for abandoned and
neglected children and teenagers

© 2018 ASIA PACIFIC ENTREPRENEURSHIP AWARDS . PHILIPPINES

….

…..

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The sweet smell of success
August 13, 2012 Home & Style No comments

Joel Cruz

It is all about smelling good.

His love for perfumes made Joel Cruz a multi-millionaire.

Cruz is the president and chief executive officer of Aficionado Germany Perfumes brand, under his firm
Central Affirmative Company, Inc. It is one of the leading perfume manufacturers in the Philippines, with 300
stores nationwide. It has also branched out to personal care under the brand carrying the founder’s name,
Joel Cruz Signatures.

The Aficionado brand credits much of its success to the affordability and the quality of its perfumes. Cruz said
that this is because they import their main fragrance oils from Germany and these are made from the same
raw ingredients high-end perfume brands use. His company produces 100 perfumes at its manufacturing
plant in Meycauayan, Bulacan.

But venturing into the perfume business was not his original plan. It was just a happy coincidence, he said.

Cruz came from a family of entrepreneurs, with trucking as their main business. His mother wanted him to be
a doctor, so he took up BS Psychology at the University of Santo Tomas. But even as a student, his
entrepreneurial instincts showed.

“In college, I used to go to Hong Kong to buy some apparel and accessories and started selling them to my
classmates,” Cruz told The Manila Times.
 After graduation, he asked permission from his parents if he could venture full-time into the business instead
of pursuing a medical degree. His parents were frustrated because they really wanted him to become a
doctor.

In 1987, Cruz started his garments business with just five sewing machines, one cutter and three sewers in
his mother’s garage in Sampaloc, Manila. After seven years, his business had over 100 employees and was
supplying big malls like SM, Robinson’s, Anson’s, Landmark and Rustans.

In 1997 however, Cruz had to shut down his garments business because it could not compete with the lower
prices offered by his foreign competitors, especially those from China and Bangkok, Thailand.

“When they came in, they brought a lot of very cheap clothes with prices like P50, which is just the equivalent
of what I’d pay for labor, minus the cost of materials,” Cruz admitted.

Cruz went to the US and tried to work there. But in just two weeks, he knew he was not cut out for
employment so he came home. It was then that a friend introduced him to perfume production. He
immediately liked it because he had always loved perfumes.

In 1999, armed with a few hundred pesos, Cruz started making perfumes. Again, he started his business at the
garage of his mother in Sampaloc, Manila but this time under the brand name Affirmative.

Eventually, Cruz got his first outlet inside Ever Gotesco-Grand Central in Caloocan City. He must have hit the
right scents because soon after, he was able to put up more kiosks at Isetann and Tutuban Mall where his
products became a hit with the younger market, especially the students from the university belt.

In September 2001, he formally changed the brand name to Aficionado Germany Perfume and started
aggressively expanding nationwide. Shortly after, Cruz decided to open up his business to franchisees to
expand faster and to keep up with demand. Today, Aficionado has distributors in Abu Dhabi, Malaysia and
Dubai.

Cruz is thankful for the huge success his perfume business turned out to be. He is also very eager to grow and
expand the business, and dreams to turn it to a complete home line like what big foreign brands are doing.

Right now, he is ready to start another venture—real estate.

He is willing to patiently build it up to once again smell the sweet scent of success.

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