MILAN — L’Oréal Luxe Italia is launching a mission to assist the nation’s perfumery channel, whose efficiency was considerably hit by COVID-19 restrictions.
The native division of the wonder powerhouse will promote the marketing campaign “Ripartiamo in Bellezza” — which in English interprets as “Let’s restart in style” — aimed toward encouraging shoppers to return to purchasing magnificence merchandise in perfumeries.
As a part of the initiative, ranging from July 5 all through the month, prospects visiting the shops concerned within the mission will probably be gifted a free magnificence consultancy and a equipment comprising journey sizes of merchandise by L’Oréal Luxe manufacturers. These embody Armani Beauty, Prada, Valentino Beauty, Lancôme, Yves Saint Laurent Beauté, Ralph Lauren, Viktor & Rolf, Kiehl’s, Urban Decay and Biotherm, amongst others.
In addition to this initiative, which is able to contain all buyers even with no buy, shoppers spending a minimum of 89 euros on L’Oréal Luxe merchandise will probably be gifted a buying bag developed in collaboration with Quid, an Italian moral and sustainable style label.
Founded in Verona in 2013, Quid manufactures limited-edition collections of garments and equipment that use high-quality, deadstock materials recovered from Italian style and textile corporations. The model employs 150 folks — 90 % of whom are girls — with susceptible backgrounds, having suffered from violence or extreme sickness.
In presenting the initiative remotely on Monday, L’Oréal Luxe Italia common supervisor Luca Guillot Boschetti underscored the affect the pandemic had on girls’s lives and jobs and mentioned the mission’s purpose is to assist each these working within the perfumery channel and all feminine magnificence shoppers generally in taking good care of themselves.
“Beauty and cosmetics are linked to personal well-being and self-confidence,” he mentioned. “It was important for us to gift women an exclusive moment, in a space filled with attention and professional suggestions, helping perfumeries and all people working in this channel to return to normality.”
Michelangelo Liuni, president of Fenapro — the Italian federation of perfumeries — praised the mission, underscoring how a marketing campaign devoted to the channel was lacking for 30 years within the nation. “I hope that this kind of activation will be replicated by L’Oréal in the near future, therefore becoming a constant project, and that the example by such a market leader will be followed by other players in the industry, too,” he mentioned.
In specific, Liuni highlighted how private relationships, consultancy and storytelling are on the core of this channel, as he outlined perfumeries as “not providers of products but of service.”
“It’s true that e-commerce had a remarkable acceleration for various reasons the past year, but that world doesn’t represent ours, it’s not the core of our business. We do things differently: Our perfumeries are conceived as salons where you don’t necessarily sell but talk with people and serve them. To safeguard this world doesn’t mean merely to protect the revenues of a company but a way of doing business that is rooted in the Italian tradition.”
Guillot Boschetti confused that there’s not a distinction between perfumeries and on-line shops and there’s nonetheless room for brick-and-mortar retailers sooner or later, since prospects don’t need simply e-commerce platforms for purchases but in addition environments “offering a different kind of experience, with competent professionals and great empathy.”
Yet, whereas on-line gross sales of magnificence merchandise in Italy rose 42 % final yr, gross sales generated in perfumeries decreased 26 % to 1.5 billion euros, inflicting losses of over 500 million euros in comparison with 2019.
In addition to retailer closures, the efficiency of perfumeries was additionally impacted by the truth that fragrances used to account for over 41 % of gross sales within the channel, and, generally, the class underperformed final yr.
Overall, in 2020 complete gross sales of Italian cosmetics corporations have been down 12.9 % to 10.5 billion euros in comparison with the earlier yr. According to Cosmetica Italia projections, complete gross sales are anticipated to extend 6.1 % by the top of 2021.
In specific, forecasts for the perfumery channel nonetheless rely on the progress of the vaccination marketing campaign within the nation and the efficiency of shops throughout key moments, equivalent to within the lead-up to the Christmas holidays. In essentially the most optimistic state of affairs, this yr gross sales generated in perfumeries are anticipated to develop 11.5 %, whereas within the pessimistic one the rise will probably be just one.1 %.
According to a survey by Lattanzio KIBS commissioned by Cosmetica Italia, shoppers are nonetheless eager on buying in bodily shops. Out of two,000 shoppers interviewed for the research, 55 % mentioned they need to return to attempting merchandise in particular person and 34 % to visiting bodily shops.
Another research by Mintel confirmed that for 71 percents of native shoppers, bodily shops stay the popular channel and for 40 % of Italians the solutions acquired by magnificence specialists in-store stay essentially the most dependable ones when buying a beauty product.
As for youthful generations, influencers nonetheless play a task in guiding their magnificence buying.
For this cause, L’Oréal Luxe Italia tapped native magnificence influencer Clio MakeUp and singer Noemi as ambassadors to advertise the initiative on social media. A marketing campaign in print magazines and a 20-second TV spot may also be a part of the corporate’s funding in selling the initiative ranging from July 12.