Alvarez Gomez
Summary
Founded in 1899, Alvarez Gomez is a well-known fragrance company originating in Madrid. Three cousins worked together to create this company in a drugstore owned by a relative. They worked hard building the brand from the ground up becoming a large name not only in Madrid but in the world as well. With a combination of efforts from the cousins, they managed to purchase another building before the original one was demolished. Herminio Alvarez Gomez was the face of the company for a while, welcoming customers with his vibrant personality that led to him expanding the brand's presence through word of mouth. After being shown a fragrance of central-European origin by a loyal traveler, the trio decided that they could make a fragrance better by using natural ingredients found in their home. In 1912, they released their first product Agua de Colonia that was made in the basement of their drugstore.
The brand has been handled by four generations each adding their own touch to the company to try to maintain it and keep it alive. Despite these best efforts, Alvarez Gomez began to succumb to their economic struggles which resulted in them shutting down their stores in Madrid. Though they stated that they were doing so only until they found a new location, Alvarez Gomez disappeared from the map for a long time.
Regardless, Alvarez Gomez made a reappearance throughout the world as they spread their influence on the United Kingdom, Japan, Italy, and the United States. With these connections, they began selling their products online in order to keep up with their competitors from around the world. In present times, their best consumers and allies are the distributors that put them of the streets.
Their success could not be overlooked as Alvarez Gomez became a common household name in Spain. Its product line continued to be a success with the release of the original Agua de Colonia Concentrada which, a hundred years later, branched out into Agua de Colonia Concentrada Barberia – a line specifically for men. Moreover, they released a line solely for children and their best needs, Balneario which consists of Aguacalma and Aguavital for an authentic spa experience within your own home, and Flores Mediterraneas which is an exquisite collection of Eau de Toilette inspired by the various flowers of Mediterranean gardens and woods.
The Origins
Alvarez Gomez was founded over 100 years ago – in 1899 – in Madrid by three cousins Herminio Alvarez Gomez, Belarmino Gomez, and Emilio Vuelta Gomez. Originally, they began the company in a drugstore owned by a relative located on Peligros street in Madrid. The drugstore was their home – they worked there during the day and slept there at night. After some time, the drug store owner decided to retire and sold the drugstore. The cousins jumped on the opportunity and purchased the store – a major step for the future of the company. In 1899, as their progress, as fragrance dealers did well, they decided to move another store as their current one was planned to be demolished. The next location was in 2 Sevilla Street in Madrid. This was the first moment that Alvarez Gomez appeared on a sign outside of the store. The name originated from the second names of Herminio because he dedicated a lot to the store and made the biggest investment.
Herminio Alvarez Gomez had an open character that loved theatre and performances. His bright personality made him welcoming to friends and customers and he eventually set up social gatherings at the back of the store. They talked and discussed ways to solve the problems of their country surrounded by the unique mix of tobacco, café aromas, and perfume scents. People from the theatre, bullfighters, politicians such as Eduardo Dato, authors like Pedro Munoz Seca and traveling salespersons all gathered to talk in the back of the store and resulted in Alvarez Gomez spreading its name through the people who sat and listened.
In that same back room, in 1912, one of the travelers brought from center-European origin a formula for an “Eau de Cologne” with essential elements such as lemon, bergamot, rosemary geranium and more. All of these ingredients could be found in much better quality in Spain and thus sparked an idea. The three cousins who were used to natural and pure scents from the country decided to make their own cologne that was clean, fresh, and pure. Thus, in 1912, the cousins decided to manufacture in the basement of their store the Agua de Colonia Concentrada Alvarez Gomez. Contained in a bottle that held similar designs familiar to not only many Spanish homes but some of the most prestigious hotels and restaurants in Spain.
The Second Generation
The post-civil war era was tough, and the nephews of the founders struggled to maintain the company in a market that was practically empty. The nephews, Rafael Rodriguez Vuelta and Placido Fernandez Alvarez, decided that changes needed to be made. Rafael’s daring personality led to him traveling across Europe in search of novelties in order to ease the scarcity. While he searched, he began to expand the company by opening new stores and inevitably created the Alvarez Gomez seal of excellence, class, and elegance that granted them their fame and prestige to this day. Placido Fernandez Alvarez oversaw the numbers – he handled the manufacturing and distributing of “Agua de Colonia Alvarez Gomez.”
Leaving Spain
After four generations of Madrilenians, the fourth generation decided that the natural essences will not be commercialized again. Almost all of Alvarez Gomez are in liquidation – some up to half the price. In the window for the longest time, they reasoned they were closing because of "relocation". They shut down the stores in Madrid and for a long time, they went missing and all the physical stores disappeared because of the economic issues they were having as they tried to sustain the business in the Barrio Salamanca. The 10 locations Alvarez Gomez had in the capital that employed 50 vanished in 2012. The rent for their location had originally cost 4,000 euros per month, but as their contract ran out and they were trying to resign they were asked for 30,000 euros per month.
After eight years of attending fairs around the world, they created a name and presence for themselves in the United Kingdom, Japan, Italy, and the USA. In the United States Alvarez Gomez desired to find a local partner to implement a platform that would allow them to sell in the states and in Mexico and Chile. Instead, they are now focusing on selling online because they could not outcompete their distributors by selling them cheaper. Now, their best customers are the distributors that led them to close their stores.
Alvarez Gomez has also decided to utilize the pharmacy channel for the primary distribution of its new fragrances. Back in 2017, they placed five new products in pharmacies. Originating a drug store, they considered the pharmacy launch as a strong sector that wants to develop. The main agreement and advantage for this was the dedicated clientele that Alvarez Gomez has which facilitated constant demand boosting its sells in pharmacies. They also, as a bonus, make products at a high quality and competitive price. Alvarez Gomez recognized its audience as mature which works in its favor as older people are the ones that typically go to pharmacies which appeals to their original audience. However, the fragrances they introduced to the pharmacies are meant to appeal to a broad age range including a younger audience.
Their Products
Alvarez Gomez attracts its audience because of its refreshing fragrance drawing inspiration from the lemons and lavender of their home in Madrid. It led to the classic Agua de Colonia Concentrada that is their signature scent originating back in 1912. It is unmistakable which has become a timeless classic in the Spanish Culture and a success story that is renown to this day. The scent has remained the same for the past 100 years. They have it in cologne, spray deodorant, bath salts, hand cream, scented candles, scented tissues, liquid soap and soap bars.
A hundred years after the original Agua de Colonia Concentrada, Alvarez Gomez created BARBERIA which is specific to men with a balance between classic and modern. The new product was formulated in response to the growing trends and usage to the original fragrance amongst male consumers who desire specific products for daily needs. The BARBERIA range is targeted towards men that skin care product formulas made for their needs and suitable for all ages who enjoy the art of shaving. The fragrance itself is clean and elegant that calls attention to himself. It is clean and natural containing essential oils and a deep note of intense musk that works perfectly for men's skin with a lasting fixation. Along with that, they have neutral shampoo, shaving foam, facial moisturizer plus and shaving cream.
Additionally, Alvarez Gomez launched Agua de Colonia para Ninos – a line for children. Living up to their name in Spanish Perfumery that is synonymous with family, tradition, authenticity, and care, they launched a line specifically for children. Keeping in mind the values that followed them for 100 years, they put that dedication and loyalty into developing a range of products for the new generation. Para Ninos is a hypoallergenic product line emerging with the intentions to ensure hygiene and skincare of children with formulas approved and tested by dermatologists. Utilizing plant extracts, aloe, mallow, chamomile, almond oil, and shea butter, the product provides soothing and rehydrating properties for children. Inside this range, they have Eau de Cologne for Children which is bright and fresh containing notes of mandarin, lemon blossom, lavender, and mint. Furthermore, they have scented tissues containing Mediterranean essential oils and a travel kit for children.
Riding on their success and desire to offer products of extraordinary quality, Alvarez Gomez released Balneario. Balneario is a complete spa line of personal care products combining vegetable-based ingredients with essential oils. Each edition in this line is meant to pamper and nourish the body, mind, and spirit to grant an authentic spa experience at home. Alvarez Gomez is split into two product lines each with a different purpose: Aguacalma, which is an aroma-relaxation line designed to disconnect you from the outside world and relax by finding your inner calm, and Aguavital intended to rejuvenate you and promote healthy skin daily. Under Aguacalma, they have 4+4 extra rich body lotion, bath salts, lip balm, foaming bath gel, perfumed water, and moisturizing body gel all with a variety of natural ingredients to help relax the body. Within the Aguavital line are perfumed water, anti-aging body exfoliant, body and hair gel, extra nourishing karate body butter, and marvelous oil for face, body, and hair.
The last addition to the Alvarez Gomez list of products is Flores Mediterraneas. This exquisite collection of Eau de Toilette consists of essential oils inspired by the various flowers of Mediterranean gardens and woods. Within this range are eight fragrances: Wild Rose, Night Jasmine, White Magnolia, Orchid and White Lily, Verbena and Orange Blossom, Lilac and Mimosa, Green Tea Camellia Garden, and Spring Forest.
The Night Jasmine is an elegant mix of Neroli with a middle note of Jasmine. Verbena and Orange Blossom is a bright citrus perfume made suitable for day and night use. White Magnolia is a sweet perfume with citrus top notes expertly mixed with Magnolia and Musk resulting in a warm fragrance. The fragrance Wild Rose is an elegant and seductive floral perfume that has notes of Bergamot and Violet captivating people. The deep woody, citrus, and floral notes of Spring Forest give it its fresh and elegant scent gifted by the combination of Orange Blossom, Bergamot, Tangerine, and Lemon. Following this is Green Tea Camelia Garden with notes of mint and Bergamont giving it its light scent suitable for all ages. Orchid and White Lily is a soft, sophisticated fragrance with a blend of Orchid, Sea Daffodil and Tuberose. Finally, there is Lilac y Mimosa – a captivatingly elegant fragrance that is evocative and seductive.
Bibliography
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