Page 128 - EM - EXPORT MAGAZINE PERFUMERY EDITION

LAYLA
INTERVIEW

COSMETICS

THE BRAND REASSERTS ITS ITALIANNESS, SYNONYMOUS

WITH QUALITY AND LOYALTY TO CLIENTELE

are an important factor for the growth of a company
like ours. The experience of Simone Mirabelli, who came
on board this September, will give a strong boost to
the new and existing projects on the Italian market,
while the export sector, which already has a dedicated
team, will be supported by a number of consultants
specialized in this area.

EM: Does the fact that you produce make-up, nail
varnishes and skincare represent a competitive
advantage?
BS: Absolutely! Layla has always been synonymous with
quality and the new organization also wishes to keep
our DNA as a manufacturing company intact.
The fact of formulating the products internally,
producing them, selecting the most suitable packaging
and merchandising, allows us to be more competitive
and faster in identifying and proposing current trends.
INTERVIEW WITH Coming out with new products in a month, or a month
and a half at the most, means having a competitive
BABILA SPAGNOLO, advantage compared to competitors that are not
LAYLA COSMETICS CEO manufacturers and depend more on the timescales of
the private label firms.
Our company, as is well known, is also specialized in
EXPORT MAGAZINE: Layla Cosmetics has been the production of nail varnishes. We pay meticulous
undergoing a major transformation over the attention to using suitable raw materials, which
last two years. What are the projects you are guarantee a result that does not damage the nails.
particularly committed to? For example, we have not used TPO, a raw material that
BABILA SPAGNOLO: Since we joined an important has recently been prohibited, for ten years, and for this
Group like WLAM, we have been able to implement our reason many brands will be forced to withdraw whole
projects for development, both internally, reinforcing series of products from the markets.
our structure, and externally, by making our expertise The Group we belong to has given us a strong boost and
available – next year Layla will celebrate its 90 birthday we look forward to facing new challenges.
th
– to offer the Italian and international market products We are receiving continuous confirmation on the right
that are increasingly innovative and performing. path we have taken, at he shows we have attended,
We have added new managerial figures which did not finding great success both for our brand and for our
exist in the past, firmly convinced that human resources private label business.
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