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INTERVIEW

ranges of consumers and sensitivity to price, avoiding local partners to identify the most effective channel,
overlapping between the brands. This strategy is assortment and language of communication.
coherent with the DNA of The First: to offer products with Freevola, in particular, has an identity that is easily
the quality, image and characteristics typical of premium identifiable even at international level: freedom of
perfumery, keeping a democratic and affordable price. It expression, emotion, personality and a youthful and
is the concept of accessible prestige, or “masstige”, that contemporary language. The concept remains universal,
has always characterized our portfolio. while the strategy of entry and development is adapted
to the characteristics of each market.
EM: You have been present on foreign markets for
very many years now. Is the positioning of your EM: Which factors give you the winning edge?
brands similar to that followed in Italy? GC: The first factor is definitely experience. The First
GC: The fundamental values remain the same on every has been operating in the beauty and perfumery sector
market: Italian creativity, quality of the product, attention since 1974 and over time has developed competences
to the packaging, industrial reliability and a balanced that cover the whole process: from the creation of the
ratio between the value perceived and the price. concept and brand identity to olfactory development,
However, we do not adopt a completely rigid distribution from production control to marketing and distribution.
model. Each country has a different structure of In addition there is the ability to interpret different
retail, different consumer habits and a different channels and targets, a diversified portfolio of brands
level of maturity in the sector of fragrances. For this and particular attention to the ratio of quality, image
reason we work together with our distributors and and economic accessibility.

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