Page 67 - EM - EXPORT MAGAZINE PERFUMERY EDITION

INTERVIEW

EM: You will be present again at the Tax Free show Approaching a selective market, after the launch of
in Cannes. What is your focus? Duomo Milano, a new player is appearing on the scene
GC: There are many new products that we will be of Italian perfumery.
presented at the show on all our brands, starting from It is a collection of unisex
Arrogance: the brand, supported by a major multi- fragrances which celebrates
channel communication campaign with TV, radio and the art of perfume through
CTV adverts on the main Mediaset channels, traditional sophisticated, impressive
media and digital marketing, previews Hyperglow, a and timeless compositions,
“capsule” of fragrances for women and men underscored which evoke and remain
by intense and uplifting colour codes that envelop the in the memory, Mirroré.
senses and bring a breeze of optimism. Conceived for a demanding
Acquadì proposes its look, renewed in the packaging and and refined public, the line
graphics and takes on a new allure with the prestigious is inspired by the codes
Privé collection. Made in Italy, the “capsule” draws on of artistic perfumery and
precious raw materials and original accords in artistic reinterprets them in a
perfumery skilfully developed to give rise to new fragrances contemporary style, offering
in seven intense and persistent Eau de Parfums, in a bottle a complete and structured range of eight Eau De
with severe and majestic lines and minimalist graphics, to Parfums, capable of embracing the various families
emphasize the craftsmanship and attention to detail. with the aim of offering an intense and distinctive
Essenza will be bringing to the show the unique sensory experience, capable of telling a story and
experience of layering, including when travelling. leaving an indelible mark.
With its lines of vegan, genderless and planet-friendly
fragrances, it expands the offer, presenting the classic EM: Are there international markets on which you are
30 ml travel size, alongside the iconic 100 ml and the focusing more based on your objectives of growth?
practical 10 ml sizes, in this international context. GC: The potential markets on which work is necessary
Fresh from its debut at the beginning of the year, include India with its enormous market, which is growing
Freevola with its gourmand offers and an audacious and but is highly fragmented, where Italian products are
irresistible positioning, presents two new fragrances: not yet well positioned or recognized. South-east Asia
Freevola My Cherry Bomb and Pistachio Crash. (e.g. Vietnam, Indonesia and the Philippines) which
These two creations are abreast of the best loved olfactory has proven having great sensitivity for skincare but the
trends of the new generations and continue to bring that limited knowledge of Italian products and the fierce
contemporary touch, typical of the Freevola brand. competition of Korean brands has not allowed Italian
For the event, the Coco Monoï brand will expand its beauty products penetrating for the time being. There
offer, presenting the concept of “Fragrances around is also Latin America, which has many major markets
the world.” The two historic fragrances take on a new (Brazil, Uruguay, Mexico etc.) which show they have a
and very colourful image. Alongside there are two new great passion for aesthetics and beauty in general but
original fragrances, which will take us on a sensory where it is not easy to work due to the barriers for entry
adventure across the world. and the economic volatility.
Claudia Stagno

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