Page 25 - EM - EXPORT MAGAZINE PERFUMERY EDITION

INTERVIEW

significant of the wish to carry on an entrepreneurial
project based on brands owned by the company, on
which to plan investments to support its growth.
Morris, with its 50 years of tradition, is perfectly in
line with Sifarma’s strategy in this channel.

EM: You certainly carried out an action of
rebranding? What are the values that you wanted
to maintain and which changes were necessary
to satisfy today’s clientele?
FB: They are three stories which are important and
very different from one another and which it is not From 1949 onwards, Morris has addressed male
easy to summarize in a few lines. figures that do not let themselves be fascinated by
“Gocce di Napoleon”, created in the 1980s and ephemeral and passing fashions and who in fragrance
1990s and made famous by numerous television seek details of style that represent them.
campaigns, marked a period in the world of Faithful to these origins, the Morris brand today
fragrances by transmitting messages of personality is evolving and presents a collection of three new
and discreet seduction and evoking an atmosphere fragrances with an intense character in perfect
of intense emotions. Its heritage, which has never balance between tradition and modernity.
been forgotten, is similar to an old musical hit which The historical logo has been transformed with a more
everybody recognizes and loves, Nostalgia and lively linear and modern graphic design without losing its
memories are the spark that rekindles passion, which symbolic and evocative value.
has been dulled, but never extinguished. The scorpion, the symbol of the brand, has remained
as the iconic element and comes to life on
the packaging, creating a new and
very original pattern.
With the same attention to the codes
of the past and a wholly Italian
savoir-faire, the Morriselle line is
also undergoing a rebranding and
a relaunch to be presented in the
near future.

EM: Which target are you
addressing?
FB: Three very distinct targets for
each brand, but all with a common
It was from these elements that the renewal of the denominator of democratic luxury.
brand started which, embracing a vintage aesthetic,
evokes memories of other times and relives with a EM: In addition to being made in Italy and the
new and at the same familiar appeal. 100% Italian expertise, what are the strengths
The three new “Gocce di Napoleon” fragrances are that you are focusing on so that Morris once
in a packaging with a touch of nostalgia where the again shines on international markets?
symbol of the drop is transformed into a unique and FB: The quality of our products, the partnership with
distinctive pattern with high visual impact. Italian essence companies who have supported us
Three different olfactory harmonies which celebrate in developing collections of great modernity and in
the uniqueness of each personality. line with the latest trends, the continuous search for
Morris is a brand that has been able to assert itself innovation without losing sight of the roots of the
over the years as synonymous with classic elegance brand, and a passionate, creative and courageous
thanks to its measured and serene English style. work team.
Claudia Stagno
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