Page 18 - EM - EXPORT MAGAZINE PERFUMERY EDITION

INTERVIEW

THE NEW SKINCARE
THAT COMES IN

FROM THE COLD

EM: Ms Filippi, what made you conceive of and
launch a cosmetic line of your own, in such a
crowded world of beauty? What type of research
did you do before venturing on this journey and
approaching the world of cryotherapy?
FF: The idea of creating a cosmetic line comes from a
personal passion for skincare and innovation in the
filed of skincare. It is true that the beauty world is very
crowded, but precisely for this reason I felt the need to
offer something that was targeted, with a solid scientific
base and with a strong identity, but above all it came from
INTERVIEW WITH a need, which many women who wake up in the morning
with a puffy face have, and need to use a product that
FABIANA FILIPPI, decongests and reactivates the microcirculation and so
FOUNDER OF F2O visibly reduces puffiness in a few minutes. For example,
I used ice but that was not without contraindications.
Before starting the project, I devoted a lot of time to
EXPORT MAGAZINE: Can you tell us something about research and study, having discussions with cosmetic
yourself, how a young woman like you perceives laboratories, dermatologists and professionals in the
beauty and what you expect, as a consumer, from sector to understand which active ingredients were
a cosmetic product? the highest performing and could have the effect and
FABIANA FILIPPI: For me, beauty is first of all balance benefits of ice. The approach to cryotherapy came into
and authenticity. I do not see it as something artificial being precisely along this path: it is a very interesting
or constructed, but as the result of a harmonious technology because it takes advantage of the benefits
relationship between self-care, well-being and lifestyle. of the cold to stimulate the microcirculation, tone the
As a woman and a consumer, I am very attentive in skin and improve the radiance of the face. I felt that
choosing products that work, are transparent and integrating it into cosmetics would be an innovative
respect the skin. Today people buying cosmetics are way to offer visible results and a different experience
far better informed: we are looking for formulas that compared to traditional treatments.
really work, but also ingredients of quality, scientific
research and a conscious approach to skincare. For me, EM: What are the codes of recognition of your
a cosmetic product must offer a complete experience: it brand, F2O and what makes the products in the
must work, be sensory and brand trustworthy. line unique and targeted?
In other words, it necessarily has to (and never before FF: The distinctive codes of F2O are research, simplicity
as today) live up to expectations. and effectiveness.

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