Page 130 - EM - EXPORT MAGAZINE PERFUMERY EDITION

INTERVIEW

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EM: Why are you developing the private companies that turn to us, knowing that we EM: What does your clientele appreciate
label business? will develop dedicated formulas for them, the most?
BS: It is something that we are asked colours on request, ad hoc packaging, BS: The fact that our products are good,
for more and more frequently, by our guaranteeing maximum flexibility on the fun and with a fair price positioning, but
distributors as well. We have created a quantities requested. without compromising on quality. When you
separate organization which handles this In these very weeks, we are signing an speak about “made in Italy”, there has to be
business. For us it is simple to offer an agreement with an Italian brand of respect for the brand and for the client. Our
expertise that has been built up over 90 international fame to produce all their answer is “affordable luxury”.
years, and our undisputed quality, to other make-up and skincare. Claudia Stagno

the Layla Cosmetics software with that of EM: So there is synergy between the
our Group. This has made it possible for activities of the Group…
us to accelerate the internal processes, to AB: Synergy is the key word of our
guarantee increasingly rapid services by entrepreneurial project. For example, we have
our supply chain as well as to analyse and recently signed, through our company Total
reach our market objectives more quickly. Brand, a distribution agreement for the Italian
The delicate passage that Layla Cosmetics market of an important international brand
is making, thanks to the programmes destined to revolutionize the world of make-
that our Group is implementing, is that up for Gen Z: I am talking about SHEGLAM.
of, while keeping its soul as a family-run
company – an absolute value that has EM: Your potential on foreign markets
allowed the company to proudly and is undisputed. What is your strategy
determinedly go from one generation to win over new markets, despite the
to the next - becoming a fully-fledged difficulties caused by the existing
managerial company. Belonging to a political changes?
Group also means forging a brand of AB: We are confident that the efforts we
a sartorial type, with a solid industrial are making to develop foreign markets,
background. The story of Layla Cosmetics including participating in various trade

INTERVIEW WITH cannot be replicated due to its uniqueness shows and reinforcing our export team, will
and history. This is why it deserves a place
give a strong boost to our presence on the
ALESSIO BADIA, of honour on the international scene. principal markets. We are finalizing about
PRESIDENT AND 15 framework agreements in various parts
GENERAL MANAGER, EM: What place does Layla Cosmetics of the world, where Layla Cosmetics will be
occupy in your Group?
playing a leading role in important
LAYLA COSMETICS AB: Given that our aim is to points of distribution. We have
create a platform of “made studied in depth the possibility of
in Italy”, consisting of Italian entering the U.S. market, where
EXPORT MAGAZINE: Has it been some brands that emerge for their we have already incorporated a
time now since your Group acquired quality and competence, for company. For the time being the
the majority shareholding in Layla us Layla Cosmetics is the main project is on standby due to the
Cosmetics... focus, both because it requires well-known issues around tariffs
ALESSIO BADIA: It has been a particularly greater attention and because it and other aspects of the business.
intense year, during which we have acted is truly the icing on the cake. Its Our presence at the Tax Free show
on various fronts to implement all the manufacturing ability represents in Cannes, which we have been
optimizations necessary for a rational a strong point; in addition, attending for over twenty years,
restructuring, not only from the financial another of our companies, will give further visibility to Layla
point of view, which are of course important, Madicos, can intervene for Cosmetics, which has made beauty
but also as far as the modernization of certain types of production, and quality its manifesto.
the IT system is concerned, connecting again of make-up. Claudia Stagno

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