Page 27 - EXPORT MAGAZINE MULTISECTOR

INTER VIEW
SImONE SIghINOLFI
CHIEF COMMERCIAL OFFICER
OF THE BRAND DIVISION
EM: We ask Simone Sighinolfi, Chief
Commercial Officer of the Brand
Division, who joined HSA a few
months ago, which are the main
objectives he intends to focus on.
SIMoNE SIgHINoLFI: The main task
that has been assigned to me is to
identify opportunities for growth, as
well as supervising and optimizing
daily operations, guaranteeing that
the brands maintain their standards
of excellence, which clients in over
90 countries around the world are
accustomed to, adapting effectively
to the needs of an increasingly
global and competitive market.
EM: Where do you pinpoint these
opportunities?
SS: They are everywhere of course,
it’s up to us to read the signals and
bring forth our proposals, which
vary according to the needs of the
different types of consumers on
the various international markets.
My strategic vision sees an inseparable
association between the three
sectors of R & D, marketing and sales.
Our sales team is growing, in order
to grasp the opportunities in the
various areas of development.
The market has become complex
in recent years and each geographic
area requires a targeted approach both
in terms of what we have to offer as
well as the most suitable distribution
channels for our brands.
EM: Can you remind us what the of luxury for consumers is synonymous
brands are? with performance and technology.
SS: Nouvelle, Esla, Silky, Addmino-18, For about three or four years now, hair
Toujours and Guudcure. Our business luxury has been growing, through some
strategy is not just to focus on a series well-known brands with a fairly high
of products, but ‘the brand’. Through price point. The strategy of Esla is to
this approach, which we pursued for position itself within this segment, which
some time and have now implemented, is not yet saturated, where guaranteed
we are receiving very positive feedback high quality doesn’t translate into a high
from international distributors. Proof of price point. It is a new brand, which is
this is that the ‘pricing’ factor is not at what the market is looking for.
the top of the list during negotiations. Nouvelle, on the other hand, expresses
Importance is given to the value of the pure rigour, design and science, based
brand, its story and its communication. on an artistic concept, which is inspired
by the world of art. The approach is
EM: An important turning-point more intellectual and symbolic with
for the HSA brands, which a great story to tell, starting from the
deserves recognition. packaging, where everyone can find a
SS: And we will showcase it at an connection, an emotion, to identify with.
international event which we will
organize in September, dedicated EM: Does the rebranding
to current partners as well as also concern the formulas?
potential new partners. SS: We are rationalizing all the lines,
The conference will focus on the Italian according to a precise brand/product
identity and the expertise of HSA architecture. By the end of next year
presenting this concept in all its aspects, we will have concluded all the formula
leading the way through education, rebranding. We are taking a major step
information and emotion. forward in terms of sustainability, ethics
The event will take place in Varese, and performance. We are building lines
where our company is based, with specific products which combine
a city called ‘the garden of Italy.’ with the most versatile products, so that
This is definitely the most suitable each consumer can utilise these in their
location to express the DNA of HSA. own customized routine. The multi-
functional products are the ‘heroes’
EM: Which strategies are you because they are quick and easy to use
adopting for the brand? and guarantee a multitude of benefits.
SS: Esla was conceived to enter the The new concept is: back to basics.
luxury segment, with a premium price Proof of this is given by Every you,
positioning. First in fashion and beauty, the most recent line by Nouvelle; its
and now in the hair sector, the concept name in itself speaks of inclusivity, and
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