Page 23 - EM - EXPORT MAGAZINE PERFUMERY EDITION

INTERVIEW

EM: Communication language has evolved over indirectly through collaborations with our partners,
time. What is your core message to customers, and as in recent editions of Kuwait Derma and Iraq Derma.
how do you convey it? Today, Korff is available in leading specialized retailers,
GF: The very concept of age and aging has shifted — from thanks to partnerships with highly professional and
merely fighting the passage of time (anti-aging) to a more well-structured companies, with whom we maintain
positive pro-aging approach, and now to the modern constant dialogue and to whom we provide ongoing
notion of healthy aging, where the focus moves from age training, which is a crucial factor in building brand
itself to the overall health of the skin. Everyone’s skin is knowledge and ensuring success in every country.
unique and constantly changing, and Korff’s mission
is to help individuals achieve and maintain good skin EM: Which areas have you been particularly
quality, characterized by brightness, smoothness, tone, focused on in recent years?
and firmness — at any age. Today, Korff’s communication GF: As part of Korff’s internationalization process,
reflects this new paradigm, focusing particularly on the several strategic macro-geographic clusters have
importance of choosing high-quality products, carefully been identified where market characteristics and
studied and tested to deliver real results across all trends indicate strong potential for growth. Alongside
parameters of good skin quality. The goal is to provide a historically established Mediterranean markets such
safe and innovative solution that can be recommended to as Italy, Greece, and Albania, the European cluster
everyone as the ideal daily skincare protocol for achieving now includes Balkan and Eastern European countries,
healthy, glowing skin. The brand’s language, inherently where — thanks to the selection of specialized partners
pharmaceutical in tone, intentionally remains highly and a business model primarily based on Direct to
technical, placing strong emphasis on the active ingredients Retail — results have been promising. Looking ahead,
used, their clinically proven efficacy, and the various tests two geographic clusters are considered top priorities
conducted to ensure maximum tolerability, even on the for Korff’s future development: the LATAM and MENA
most sensitive or compromised skin. Finally, Korff’s close regions, where we will focus most of our resources and
link to aesthetic medicine is not only reflected in its brand efforts. From a channel strategy perspective, while
and product communication but also influences the Korff continues to maintain and honor its technical and
choice of active ingredients and specific dermatological pharmaceutical DNA, it is no longer realistic to speak of
tests, such as post-acta testing, to guarantee visible and a single, fixed distribution channel. The approach must
measurable results for the end user. adapt to local market variables, especially in countries
where the lines between different channels are
EM: How important is it for you to promote Korff increasingly blurred. Beyond the pharmacy channel and
internationally, and what actions have you taken specialized dermocosmetic retailers — such as Medipiel
in this direction? in LATAM, with whom we signed a strategic partnership
GF: Following the acquisition of Korff by the Ganassini this year — we also have high expectations for the
Group in 2009, the brand underwent an initial “dispensing doctors” channel, which is particularly
relaunch and repositioning phase to align it with well-developed and value-enhancing in both LATAM
the Group’s vision and philosophy, as well as with its and MENA. The increasingly close collaboration with
exceptionally high and rigorous quality standards. aesthetic doctors and clinics, both in Italy and abroad,
On an international level, this naturally required a aims to strengthen Korff’s positioning as a trusted
thorough analysis and evaluation of the existing client partner in aesthetic medicine and an ideal ally in
network, starting with a rationalization of foreign promoting and maintaining Good Skin Quality.
markets and the closure of those that were not aligned
with the brand’s new strategy and positioning. After EM: What is your strategy to provide stable support
the pandemic, Korff was finally ready to begin its to your business partners?
internationalization journey, launching in over 20 new GF: We are fortunate to be part of Ganassini, a
markets and reaching a total of around 30 countries historic, family-owned pharmaceutical group now in
where the brand is currently present. To accelerate its fourth generation, where ethics and long-standing
international growth, participation in specialized trade values ensure continuity and governance guided by
fairs has played a key role — both directly, at events solid principles that go beyond short-term or purely
such as Dubai Derma and DermaJAL in Mexico, and economic considerations. Working with Korff means

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