Joel Cruz of Aficionado Germany Perfume and Joel Cruz Signatures is Awarded “Ambassador for Life”

Joel Cruz is the President and CEO of Central Affirmative Co. Inc. (CACI). As an entrepreneur, Joel celebrates life to the fullest keeping a balance between corporate duties, socio- economic responsibility and ensuring a healthy beautiful lifestyle. He even finds time to network on Facebook and has also been tagged as “The Lord of Scents”.

World Class Philippine-made Products

This title or tag consequently was earned out of hard work as the man behind the brands Aficionado Germany Perfume, Joel Cruz Signatures and the apparel division Aficionado Your Fashion and Scents Store. Simultaneously, the company is celebrating its 10th year in the business the month of September for having established a niche as the top brand of Philippine- made “glocal” perfume, EDT, cologne and as one of the leading manufacturers of personal care products in the country. Glocal is a coined word from Global-Local which is what the brands stand for, proudly Filipino crafted products using imported ingredients and raw materials from Germany, France, Spain, New York and China . Indeed, quality products that are world class for local and global distribution.

The company employs more than a thousand employees to provide the manpower required by the demands from manufacturing to sales operations. This is part of the corporate mission to generate jobs and contribute to the country’s growing economy. Having ventured into franchising, direct dealership and distributorship five years paved the way to various ventures forging business partnerships that contributed to the tremendous growth of the company. Moreover, this is Joel’s way of sharing the success as a corporate unit in the society and is a responsibility he is committed to.

World Class Performance

President and CEO Joel Cruz affirmed its lead in the market via the “1@11” event at the SM Mall of Asia Concert Grounds. Almost a hundred thousand people gathered to witness the monumental declaration of the Aficionado group’s goal of reaching the No. 1 spot again this 2011 as it launched the latest products under the Aficionado Germany Perfume, Aficionado Your Fashion and Scents Store and Joel Cruz Signatures brands.
In line with the festive gathering, newest celebrity endorsers top-billed by world-class performer Mr. Pure Energy Gary Valenciano and YouTube singing sensation-turned-Hollywood star Charice left the crowd in awe with their stunning musical performances of classic and contemporary hits. The country’s most sought-after endorsers led by box-office king and matinee idol John Lloyd Cruz brought the house down as he graced the event with a special appearance that had the audience cheering endlessly. Retrieved from "The scent of victory"  by Johnny Litton (2011, January 27).OH YES, IT'S JOHNNY!


Opportunities for Earning and Business Partnerships

Aficionado Germany Perfume and Aficionado-Your Fashion and Scents Store businesses are available for franchising. This is a mutually beneficial venture wherein it infuses additional capitalization to the company and offers excellent earning potential for business people with an entrepreneurial spirit. Joel carefully picks prospective franchisees because he considers them as soon-to-be long term partners and being likeminded is very crucial to a harmonious business relationship. Opportunities for franchising and International Distributorship are even extended to OFWs wherein they can send capitalization on a layaway- easy-installment plan to Central Affirmative Co. Inc. for their family members to acquire a franchise of the Aficionado brand. They can manage their own franchise business to becoming self-reliant. There is an adage Joel believes in, the proverb “Give man a fish and you feed him for a day. Teach man how to fish and you feed him for a lifetime”. Direct Dealership is likewise an opportunity for people to earn with minimal start up capitalization from P5,000. This is a fast growing business unit in the company and has great success stories wherein one dealer had grown her dealership business that afforded her to owning her own franchise of the brand.

Personalizing and Co-Marketing the Aficionado and Joel Cruz Signatures Brands

The company expanded its business creating and launching innovative products to offering Tolling and Personalizing products and services are offered armed with the strength of the manufacturing capabilities of the company. Central Affirmative Company Inc. customizes products for specific needs and requirements of various companies like hotels, entertainment, spa and wellness business establishments, etc. Even wedding give-away or for debutantes, the company is bent in satisfying the customer whims and this is what Joel finds satisfaction and fulfillment pouring out his artistic and creative streak with his meticulous attention to details. This is one trade secret of the company to produce quality products that pass the distinctive standards of Joel himself. Co-marketing and co-branding efforts are business success stories that the company has treaded. Sundance Direct Dealers had chosen the Aficionado Germany Perfume brand to be part of their cachet of products. This partnerships proved a synergistic effect on both companies with common values they share like quality products at affordable prices and most importantly, recognizing people as a valuable resource. Furthermore, agreements with surgical and dental service providers to food and fashion are in Joel’s portfolio of endorsements and co-marketing ventures.


For Business Opportunities in Franchising, Dealership, Wholesale, Personalizing, Tolling & Distributorship Please call: 74-00000



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1774 Instruccion St. Cor. N.S. Amoranto Ave., Samploc, Manila  1008 Philippines
Trunk +632 7407953



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