MILAN — Euroitalia is continuing to hone its strategy to develop its Versace license with plans to launch a fragrance flanker, Bright Crystal, and an intention to unveil a major women’s scent in the fall.
The company, with headquarters in Cavenago di Brianza near here, sketched some of its plans during an interview prior to the start of Cosmoprof, since Euroitalia was one of a number of companies that chose not to make the trip to Bologna, Italy. Euroitalia has been busy cleaning up the brand.
“Last year we cut the distribution; it was a little out of control,” said Claudio Tenan, export director at Euroitalia.
In an addition to adding the new flanker to Crystal Noir, Euroitalia also reinforced the brand with a full line of eaux de toilette, resulting in sales increases of as much as 70 percent.
On the eve of election weekend last Saturday, Italian national paper Corriere della Sera ran a full-page teaser ad for Bright Crystal.
Collistar of Milan, which has been a stalwart on the Cosmoprof scene, also decided to sit out this year’s event. Antonella Calcaterra, the company’s export director, said that the company is slowly expanding its distribution overseas, with plans to go into six doors in Qatar and 60 doors in Ireland this year.
“In two years, we’ll start with Asia,” she said, adding that so far, Collistar has been able to expand into different markets without creating different products for them. But she acknowledged that, when the company enters Asia, the products will have to be reformulated. At that time, Collistar will probably add new lines.
Among the other notable Italian companies that decided to sit out this year’s fair were Micys Co. and the Milan-based Diego Della Palma.
Angelo Gatti, president of Micys, based in Lecco, Italy, echoed the sentiments of other company executives in saying he had decided to invest the money in what Euroitalia’s Tenan called “more international shows,” namely, the Tax Free Exhibition in Cannes, France.
“We do more business at Cannes,” said Gatti.