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INTER VIEW

2. Product filling – We fill the product increasingly resemble professional
after certifying the raw materials products, has this influenced HSA’s
and conducting various Private Label division strategies?
compatibility and safety checks. AM: We closely monitor market trends.
3. Bulk supply – We provide the bulk Our way of protecting our clients is
product, which the client then by offering products with a strong
uses according to their needs. price-quality ratio, ensuring
repeatability and manageability.
EM: HSA was founded with a strong Ultimately, it is up to individual
specialization in professional hair brands to navigate pricing
care. Given the ongoing market strategies wisely in an increasingly
changes, where retail haircare lines multi-channel world.
Claudia Stagno

INTERVIEW WITH LUISA BERTOLATTI,
MARKETING MANAGER

FOR THE BRAND DIVISION AT HSA

Whether this is beneficial or detrimental despite being entry-level and offering
is not for us to determine, as we operate competitive prices, has been well-
within a free market – it is simply a fact. appreciated in the market for years,
However, it is essential to continuously especially in wholesale distribution.
monitor brand positioning to ensure its It also includes a small retail line
market value and image are maintained. to support the professional range.
For brands that choose salon distribution, • NOUVELLE is an intermediate-range line,
it is crucial to implement all necessary highly comprehensive and designed
strategies to create and sustain a brand to fully meet the needs of mid-level
EXPORT MAGAZINE: Do you think the identity built on key factors such as product hairstylists. It is equipped with a wealth
omni-channel approach is significantly performance, supported by the expertise of support materials, which are also
influencing brand management, of hairstylists, who are the true experts and very useful for client communication.
particularly in the hair sector? consultants in style and beauty. Let’s not • ESLA is the latest addition to the
LUISA BERTOLATTI: This is a crucial forget that the professional market remains HSA portfolio. From the beginning, its
topic that demands careful consideration, the most significant in terms of customer characteristics positioned it as a premium
especially for companies like ours that also loyalty and must always be a priority. brand for top-tier salons, despite being
operate in the proprietary brand sector. initially developed as a retail brand.
Protecting the brand across all channels EM: HSA owns several brands; we Its innovative formulas, elegant
is an absolute priority; to achieve assume that maintaining the identity of and sophisticated packaging, and
this, a careful pricing policy must each one is crucial for you… outstanding performance quickly led
be implemented, ensuring full LB: We are undertaking an important to its success beyond national borders.
respect for the channel it belongs to. journey and have deployed all necessary The line is continuously expanding—
The pandemic, along with the natural resources to ensure each brand we have just launched hair color and
transformation of the market, is properly valued. Our team has bleaching products to ensure we are
has led to a decline in retail within been strengthened with the arrival supporting our professional clients as
salons and, consequently, a rise of highly experienced professionals, they join this beautiful brand.
in retail sales through other channels. each bringing valuable contributions Lastly, I would like to highlight that
Many consumers, even after based on their market expertise. the strength of our brands is further
salons reopened, continued We are currently focusing enhanced by the momentum generated
to purchase hair products—ranging on three key brands, each with by our Private Label division—an asset that
from treatments to hair dyes—through a well-defined positioning: few companies can claim and that gives
retail distribution channels. • SILKY is a professional line that, our brands a competitive advantage.

Claudia Stagno

59 www.exportmagazine.net