Page 37 - EM - EXPORT MAGAZINE PERFUMERY EDITION

INTERVIEW

Easy to say, hard to do, as this strategy, to be successful,
must involve a strong capacity for innovation and the
creation of unique formulas to continually satisfy a
rapidly evolving consumer base. But to date, we have
proven to have succeeded if we think about magical
products that have conquered thousands of women in
Italy and around the world over time, such as Polvere
Magica Abbronzante (Magic Bronzing Powder), Talasso-
Scrub and Cryo-Gel for body enhancing, Gocce Magiche
(Magic Drops), an icon for golden skin, and Pure Actives,
the first molecules launched in perfumeries.

EM: How is the brand perceived internationally,
and what actions are you taking to strengthen its
brand identity? With our new campaign women regain their confidence
GIUSEPPE FRANCIONI: Collistar’s strength has been living beauty as a personal and joyful ritual and not as
its ability to transfer the values that made it successful a performance or a “must” to achieve certain results.
in Italy to international markets, becoming an outsider A new chapter for Collistar, yet fully consistent with its
challenger to the major global brands in many markets. heritage where Milano represents a kind of muse with its
Having successfully built leadership positions in several special and unique way of living beauty: a glamourous
categories in many regions demonstrates the brand’s pragmatism, now with a new and more contemporary
ability to connect with consumers around the world and proposition.
to last over time. It’s also a chance for us to demonstrate
our model is replicable and it works. Our vision is to EM: From an international development perspective,
become Ambassadors of Italian Beauty around the what are your next steps?
world, proposing an Italian way of beauty that can LUIGI RIVETTI: The areas of focus for our development
make the difference. To reach this goal, we believe remain EMEA and the CSI region, plus a special attention
we have to strongly communicate the new Liberating to Southeast Asia in which we think there is a significant
Beauty positioning, investing big on awareness and further potential to exploit for our brand.
consideration to consumers and giving our commercial In particular in the years to come we will focus on
partners a real alternative in recruiting new customers mediterranean area where we just created an Iberian
and accelerate their growth. region including Spain & Portugal, also following the
strategic reorganization of many key retailers and
EM: You recently launched an Central/Eastern Europe area, where there is since ever
advertising campaign that stood a good connection and affinity between Collistar and
out for being unique, almost Italian Brands and the local customers and we would
unconventional... could you tell love to develop strategic business and partnership
me more about it? with more of a Regional approach.
LAURA PARRAVICINI: This new Out of Europe, with our renewed brand positioning
communication fully embodies and visual identity we have been approaching the
Collistar unique point of view on Middle East area receiving extremely positive feedback
Beauty: a more authentic and and looking at this area with more confidence, due
natural beauty, free of conventions to a new vitality driven by the entrance of new retail
and routines. In fact we strongly players. At the end we never forget CSI region where
believe that women don’t need to Collistar has proven yet his capability to succeed.
add anything to fully express their Across the different geographies, we are expecting
unique personality. No need to follow the Digital Channel to play a pivotal role, with a
long and complicated routines, that penetration on total business up to 25-30% and
make you feel insecure rather than new interesting channel to test as the social selling
more confident and spontaneous. platforms like Tik Tok shop.
Claudia Stagno
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