Page 36 - EM - EXPORT MAGAZINE PERFUMERY EDITION

INTERVIEW

COLLISTAR

LIBERATING BEAUTY

A new positioning for the

well known Italian brand

“Milano da Bere”, when a desire for liveliness and
modernity permeated the city and an economic boom
was accompanied by a renewed cultural fervor and
a vibrant social and nightlife scene. The first product
developed was Collirio delle Star (Star Eye Drops), which
gave the brand its name: a few drops that “tint” the
iris blue or emerald green. A safe formula, ideal for
special occasions which became an immediate success.
From this history we can easily identify the elements of
Collistar’s success: its constant ability to understand
and satisfy women’s needs, its belief in promoting an
idea of accessible beauty capable of enhancing female
beauty by highlighting its authentic features, and its
great formulating tradition that selects the finest Italian
ingredients in the right doses for maximum results on
A FEW QUESTIONS TO: the skin. Inspired by the idea of Italian beauty, natural,
elegant and authentic, Collistar believes that women
from left: LUIGI RIVETTI, International Sales need a few gestures to express their innate charisma and
Director, LAURA PARRAVICINI, International shine with a wonderful light. Hence the new positioning,
Liberating Beauty, which has given the brand a new
Marketing and Business Development modernity while remaining true to its origins.
Manager and GIUSEPPE FRANCIONI,

International Business Director EM: The product portfolio is diverse across all
categories. A winning choice?
GIUSEPPE FRANCIONI: A brand that seeks to promote
sophisticated yet accessible beauty must consider how
EXPORT MAGAZINE: What is the brand’s current to meet women’s multiple beauty routine needs. This
positioning, and how does it highlight the factors has been the brand’s strategic choice since its inception
that make it so well-received both in Italy and and represents a fundamental value for us, as it allows
internationally? us to have different entry points to continually recruit
GIUSEPPE FRANCIONI: Collistar was founded over new consumers based and to build loyalty among
40 years ago in Milan, Italy, in a rapidly expanding women who have found Collistar to be the brand for
and changing social context. These were the years of their beauty care routine.

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