MILAN — “My mother used to say that a perfume is the dress of the soul, so I always feel a responsibility when designing clothing or accessories, but even more when conceiving a fragrance,” stated Lavinia Biagiotti Cigna referencing the phrases of the late designer Laura Biagiotti.
Biagiotti Cigna launched the model’s newest launch, a males’s perfume dubbed “Roma Uomo Green Swing” which not solely intends to embody the corporate’s sustainable values but additionally have fun the forty fourth version of the Ryder Cup golf competitors, which will probably be hosted on the Marco Simone Golf & Country Club in 2023, the place the style home is headquartered.
“I’ve chosen to live and work in the Roman countryside, in a context dominated by nature and green, which becomes a key color but also a lifestyle that the pandemic made even more necessary to embrace,” stated the designer, who along with being chair and chief govt officer of the style firm, is president of the Marco Simone Golf & Country Club.
In the ’80s, Biagiotti Cigna’s mother and father purchased and restored the Eleventh-century fort of Marco Simone, transferred the corporate and constructed the golf course to forestall extra urbanization of the realm. This will mark the primary time that the distinguished worldwide golf occasion will probably be held in Italy.
Running from Sept. 29 to Oct. 1, 2023, the Ryder Cup’s dates have been pushed again to 2023 from 2022, following the choice to maneuver the 2020 U.S. version to this 12 months as a result of pandemic. Meanwhile, this fall Biagiotti’s venue will host the Italian Open from Sept. 2 to five, three weeks earlier than this 12 months’s Ryder Cup at Whistling Straits in Wisconsin.
“I believe the Ryder Cup here will mark a renaissance. You know the saying ‘all roads lead to Rome’? I like to think that in this case all roads will start from here,” stated Biagiotti Cigna concerning the occasion, which is predicted to attract 55,000 spectators by day and seven,000 workers members.
“Golf is a passion; it represents a hobby but also a great investment we made on this territory,” she stated, referencing the intensive, 18-month renovation work of the course, in addition to revamps of the clubhouse and observe amenities.
“Fashion and sport is the pairing I wanted to bring in the company since I joined the business to flank my mother,” recalled Biagiotti Cigna. The designer joined the agency when her father Gianni Cigna, who was the enterprise thoughts behind the model, died when she was solely 17. As a outcome, she began working along with her mom throughout her final 12 months of faculty, accompanying her on each the artistic and monetary sides.
Biagiotti Cigna has been significantly concerned within the model’s many licensed companies, which noticed a brand new settlement signed this week with Zero & Company for the manufacturing and distribution of the Laura Biagiotti Love attire collections devoted to younger women aged 0 to 16.
The perfume division, which was licensed for 20 years to Procter & Gamble earlier than passing to Angelini Group in 2015, may be very strategic for the corporate, presently accounting for over 30 % out of whole gross sales, whose particular determine the corporate declined to supply.
“But this product category is a core asset not only in terms of value but also for the communication and personal relationship it establishes with our consumers,” stated Biagiotti Cigna. She highlighted that the start line of a perfume’s artistic course of is just like the one for vogue however the growth differs as “a special alchemy with a great number of people — including noses — originates, and that’s what really charms me about this industry.”
The new “Green Swing” scent expands the household of Roma Uomo — a historic pillar within the model’s perfume enterprise since 1992 — with the mission of intercepting a youthful goal.
“With the Roma family, our goal is to present the different facets of this city. A younger, sportier interpretation was still missing so two years ago we came up with this scent, both to expand the olfactory offer and mark the Ryder Cup event,” confirmed Lluís Plà, president and chief govt officer of Angelini Beauty, including that the launch was alleged to happen final 12 months however was postponed as a result of pandemic.
Created by Firmenich grasp perfumer Daphné Bugey and belonging to the woody, floral and inexperienced household, the perfume options high notes of bergamot, cardamom and quince; a coronary heart that blends geranium and violet leaves with tonka beans, and a dry down mixing cedar wooden and vetiver.
The signature Roma Uomo bottle, whose form remembers the Eternal City’s Pantheon, is rendered in inexperienced glass and topped by an off-white cap nodding to the colour of golf balls.
Available within the 40-ml dimension and 75-ml codecs, the eau de toilette retails at 48 euros and 73 euros, respectively, at Laura Biagiotti’s shops in addition to selective perfumeries and key chains in Italy, together with Douglas. Overall, the perfume is being distributed at over 10,000 doorways within the nations the place Angelini Beauty has subsidiaries in, encompassing Germany, Spain, Portugal, Austria and Switzerland, along with Italy.
According to Plà, the Laura Biagiotti fragrances — not solely the Roma pillar, but additionally the opposite two large olfactory households, together with Laura and the latest Forever line launched in 2019 and expanded with a flanker in 2020 — significantly resonate within the German, Austrian, Swiss and Dutch markets.
“The ultimate mission is to recruit an ever-increasing number of consumers and get closer to younger generations,” stated Plà, revealing that the following undertaking within the pipeline for the model will additional construct on the Forever pillar. The model presently counts 10 fragrances.
Overall, the Laura Biagiotti enterprise represents between 25 % and 30 % of Angelini Beauty’s whole gross sales. The firm, which presently creates, develops and distributes fragrances additionally for Trussardi, Blumarine, Mandarina Duck, Angel Schlesser and Armand Basi in addition to skincare and solar care merchandise for Anne Möller, generated revenues of 107.5 million euros in 2019. The European markets internet hosting the corporate’s subsidiaries accounted for 70 % of whole gross sales that 12 months.
After closing 2020 with gross sales down 25 %, Plà stated that revenues registered within the first half of the 12 months have been just like those generated in the identical interval 2019, though he doesn’t anticipate a full restoration to pre-COVID-19 ranges earlier than 2022.
In mild of this, the manager additionally reconsidered his long-term goal of reaching 150 million euros within the subsequent couple of years, now projecting to hit the 125 million euros benchmark by 2023.
In basic, Angelini Beauty distributes merchandise in 80 nations globally, with Russia and nations in Eastern Europe being among the many best-performing markets. Over the previous 12 months, the pandemic has impacted geographies as Asia jumped to high of the listing of nations by way of gross sales, boosted by an exponential progress reported in China in addition to will increase in gross sales registered in Singapore, Hong Kong and South Korea.
With 200 workers, Angelini Beauty is a division of Angelini Group, an Italian firm specialised in well being, wellness and pharmaceutical merchandise. The group started its involvement with perfumery in 1994 with a stake in Barcelona’s Idesa Parfums, which developed and distributed fragrances for manufacturers together with Angel Schlesser, Armand Basi, Custo Barcelona and Mandarina Duck.
After taking on this firm, in 2013 Angelini Group signed an settlement with Industrie Cosmetiche Riunite to take majority management of Italian Fragrances (ITF), which on the time held perfume licenses for luxurious labels corresponding to Trussardi, Blumarine, Dsquared2 and Pomellato. In 2015 the group took full management of ITF and from the merge with Idesa Parfums, the Angelini Beauty firm was created.
Before being appointed CEO final 12 months, Plà served as basic supervisor of the agency since 2017. Over the final 4 years, he has labored to reorganize the enterprise, together with concentrating the advertising groups, the product growth and provide chain between Milan and Lodi, shifting strategic items from Barcelona to strengthen the Italian identification of the corporate and facilitate operations.