MILAN — Caterina Bartolozzi embodies the Zago Milano lady: cool, sensible and boasting a contemporary, pure complexion.
The artistic director of the Italian indie magnificence label was all smiles whereas introducing the most recent mission she developed together with her buddy and native influencer Desiree Maldera: a make-up capsule assortment that marks a primary for the model.
Established in 2017 by Gianluca Ottolina and Andrea Zorloni, Zago Milano carved a distinct segment by providing accessible and vegan-friendly under-makeup merchandise, along with skincare.
“Launching makeup means adding the final, little piece to the puzzle,” stated Bartolozzi, underscoring that the mission additionally goals to mark a “return to normality, to taking care of oneself and use lipsticks again.”
According to Ottolina, tiptoeing into shade cosmetics was a guess “considering the historic moment and how the category was deeply affected by it.” Yet the chief government officer of the corporate believes the transfer will additional increase model consciousness, additionally fueled by a democratic worth positioning.
Retailing at 38 euros, every “Meet me” equipment is comprised of a lipstick, lip pencil and a make-up remover balm. The capsule affords three nude shades, every marketed on the packaging based on three completely different moments of the day — breakfast, golden hour and night time.
“The neutral colors are in sync with what Zago stands for,” famous Bartolozzi, pointing to the model’s mission to boost the wearer’s personal pure magnificence. Consumers might place a preorder on zagomilano.com ranging from Thursday, whereas subsequent week the vary will probably be out there on the net retailer of Italy’s perfumery chain Pinalli.
Although Ottolina acknowledged that the mission supplied “a nice opportunity to access a segment we never explored but that we could draw nearer and think of integrating in the future,” the manager highlighted that the primary focus of the corporate will stay on under-makeup and to additional construct experience in that class.
In September, Zago Milano underwent vital modifications, following a spherical of funding that raised over a million euros in the beginning of 2020 and included the Angel Capital Management personal funding agency based by Angelo Moratti, MIP anchor investor and vp of Italian oil refinery firm Saras SpA.
According to Ottolina, the pool of traders was attracted not solely by the idea of the model but in addition by its know-how and in-house staff. The firm boasts a brief provide chain as every stage of product improvement — from the creation of formulation and manufacturing to packaging and logistics — is predicated within the Lombardy area to maintain high quality management and sustainable requirements up, in addition to time-to-market and prices aggressive.
“After the investment, we reconsidered our positioning and price points, we committed on heavily enhancing our brand awareness and, overall, I would say we have been less messy,” admitted Ottolina. For occasion, the corporate rationalized its product assortment, shifting from 70 stockkeeping items to twenty SKUs.
The Zago Milano providing is outlined by multifunctional merchandise priced from 14 euros to 38 euros and aimed toward enhancing the skincare routine or enhancing the efficiency of make-up seems to be. Best sellers embody the Bella Pronta priming moisturizer, the Il Mio Glow illuminating face cream and the Molto Fresh primer stick.
The model attracts a core goal of ladies ages 24 to 31, with an prolonged attain encompassing customers aged 18 to 37. The CEO stated there are not any plans in the intervening time to additional increase the demographic attain — opening additionally to a extra grownup goal, for example — as that might require a shift within the communication and picture of the model.
These two elements had been moreover tweaked through the previous 12 months, when the corporate revisited its packaging with popping colours and added the declare “Made in Italy con amore” — or “Made in Italy with love,” in English — which Ottolina stated helped customers to higher establish the label as a normal bearer of the Italian magnificence routine.
The modifications particularly boosted the enterprise within the U.S., the place the model has a partnership with the subscription field service FabFitFun.
“We have a foot in the American market, which [is not to be taken for granted] for an Italian startup. Our competitors here are all focused on the domestic market,” famous Ottolina, who revealed that by the tip of 2021 Zago Milano will launch its personal direct-to-consumer platform within the U.S.
At the second, gross sales generated Stateside account for 30 p.c of complete revenues, which had been 800,000 euros final 12 months.
“We lost three months of business in 2020 not only because of the pandemic…we wanted to consciously reset and regroup for the launch in September, which repaid our efforts,” stated Ottolina. He candidly stated that total, the pandemic didn’t impression the operations of magnificence producers within the nation but it surely considerably affected logistics and “the conduct of customers, as their considerations drugged the market: There was a spike in gross sales in March 2020 after which full flatness the next month. It was like a bipolar market.
“But customers change every day,” continued the manager, additionally acknowledging how shopper consciousness and a spotlight to components included in magnificence formulations retains rising. “Their knowledge is changing and I expect their interest on discovering other types of active ingredients will be one of the drivers in the future,” stated Ottolina. Incidentally, Zago Milano launched a separate weblog to have interaction with its neighborhood on these matters and additional create consciousness across the idea of under-makeup.
Ottolina forecast the corporate will register from two to a few million euros in gross sales this 12 months, relying on the efficiency within the U.S.
At the second, Italy alone accounts for the remaining 70 p.c of complete revenues. In phrases of home distribution, Zago Milano is increasing its presence at Rinascente’s outposts, along with being out there at its personal on-line retailer and at Pinalli. Ottolina praised the native perfumery chain — which has 60 shops right here, along with e-commerce — for being a “great hub for Italian indie brands,” mentioning different trending names available in the market distributed by Pinalli, corresponding to Nabla Cosmetics and Mulac Cosmetics.
But a big worldwide rollout is on the corporate’s agenda. In addition to its personal e-commerce within the U.S., towards the tip of the 12 months Zago Milano is anticipated to launch within the Middle East in partnership with an area “strong retailer,” teased Ottolina.
The firm can be in early negotiations with a distributor to increase in Europe — a transfer slated to happen subsequent 12 months. In the second half of 2022, it’ll debut in China, beginning with a launch on Tmall.
These strikes will contribute to the expansion of the corporate, whose objective is to achieve gross sales of 25 million euros by the tip of 2023, stated the CEO.
“Next year will be pivotal. The international vocation is essential for us.…If you think about it, there are no major Italian independent beauty brands abroad: We Italians manufacture for everybody but the French are the ones cashing in,” stated Ottolina.
“A con of our country is that it believes too little in startups,” he continued, underscoring that native indie labels can’t compete with their American counterparts, which are sometimes backed by huge budgets and investments.
“Also investors should believe a little bit more in this industry. [There are investments in] third-party manufacturers, but even the last part of the supply chain can create value,” he concluded.