Page 28 - EXPORT MAGAZINE MULTISECTOR

INTER VIEW

one shows off her own world,
made up of preferences,
often emulating her heroines.
Today, social media play a
fundamental role, and the hairstylist
who was the main prompter,
can continue to do that…
after having acknowledged
the input from consumers.
The ‘Curl me up’ line is part of the
Nouvelle brand, addressing a very
important segment which is that of curly
hair. We did a targeted photo shoot
to show the hairstylists all the types of
hair linked to this topic. Using a chart
as a guide, we identified six hair types,
and for each one suggested a routine
to follow, according to the objective
to be reached. Wavy or curly, there is
a targeted solution. The Curl me up
products are specially developed to
be functional yet delicate. Once again
expresses the uniqueness of each client. The colours used for the backgrounds science and nature go hand in hand.
The trend of customization is achieved are soft and highlight the hairstyles. Important raw materials such as jojoba
through a personal approach to The hair is not sharply sculpted, nor oil, quinoa seed extract, rice amino
routines. For all our lines, we have fake, as was sometimes done in the past. acids and Vitamin E are used to hydrate
a twofold formulistic approach. The Each brand has a precise identity of its and protect the hair and scalp.
first concerns sustainability, and the own and can identify the parameters
use of suitable and contemporary through which to express this which is EM: Let’s ask Simone Sighinolfi
raw materials. The second is the the first job to be done, achieved by about what giannandrea’s
sensory approach which plays on looking for information which leads arrival at HSA means.
two fundamental aspects, the texture me to express my ‘point of view’ on SIMoNE SIgHINoLFI: The company
and the fragrances. Both for Esla and what will be the future approach: the worked for a couple of years on
Nouvelle, we are inspired by the next “now”, we move the clock’s hands the rebranding of Nouvelle and
world of niche fragrances, to give an forward a little, but not too much. In Eslablondex, which then became Esla.
olfactory signature to each brand. Esla the women are modern, confident, At a concept level, the positioning
The choice, courageous both in terms effortlessly beautiful, already ‘wow’ in and the image of the brand, led to
of development and investments, their natural way of being beautiful. the creation of distinctive and unique
allows us to stand out in a very crowded We took inspiration from the personalities, which had to be given
market. The two brands, both for the photographers of the 1970s a creative output to create a concept
clientele to which they correspond, and and 80s, who used classic lighting of woman in line with what had been
the packaging and the type of formula, to highlight the work of designers conceived. Through Giannandrea, we
convey the maximum expression of such as Armani and Valentino. were able to transfer the values of the
creativity and uniqueness. The hair and the products are in perfect two brands, creating a new capital of
allingment with the mood of the brand. communication materials to use at the
EM: giannandrea, what is the Point of Sale, on social media channels
concept of beauty for Esla? EM: Let’s talk about Nouvelle… and for the consumer. Driven by the
gM: The Esla woman is modern and gM: Nouvelle has a completely different need to lay solid foundations for our
sophisticated but not intimidating. mood : it expresses energy, salon, brands, with Giannandrea we decided
We will never speak about exclusivity colour, bleaching. My job was to express not to speak about collections but the
but rather a world enclosed in everything that the brand has built up ‘brand’. Ours are very precise concepts
a warm embrace. Attention is paid over time through the imagery. which correspond to each brand,
to every detail in the images which We worked on five models, five without ever forgetting that we are
are enveloping and natural. types of women where each almost obsessive about coherence.
Claudia Stagno

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