Page 100 - EM EXPORT MAGAZINE PERFUMERY EDITION

INTERVIEW

EM: How do you explain that your fragrances are well EM: Has the private label become important?
accepted all over the world? Pt: It has always been important; from the very beginning we
Pt: Our partners do adore us. perhaps because we are Italian have produced private labels or white labels. Thanks to my
and it is a common attitude that foreigners have towards Italian father, who decided in birthday candles to eliminate paraffin
savoir-faire. In addition, we do not have an aggressive attitude, and use plant-based products, we have worked in the food,
based on numbers, but we focus on quality, in everything; the cosmetic and pharmaceutical sectors, offering healthy and
product, that we guarantee, and the positioning, an essential high quality products. Today we are the European candle
condition; the correct visibility has to be given to a product manufacturer with the highest margin of contribution and also
which people may like or not, but of which the quality cannot be as far as the production of home perfumes and fragrances, we
questioned. Another important factor is the great empathy that are greatly appreciated: there are many brands, both Italian
exists both in the company and in our relations with clients. The and foreign, that come to us to produce their lines.
vibration given off by our products is perceived by the consumer. We deal with this world with extreme care, also putting at
It is important for me to stress that our production systems, the disposal of our partners the know-how acquired for our
although very modern and numerically controlled, leave room for brands, including the knowledge of international markets.
many processes to be done by hand. Having divided our company into different assets, we rely on a
team dedicated to this sector.
EM: What is beauty for you?
Pt: Quoting a sentence that is dear to my sister Tiziana, said by EM: Going into the showroom at your head office is like
the legendary Enzo Ferrari: “the things that work well are also entering a world of its own: it is the world of Cereria
beautiful.” It is clear that aesthetic research is linked to a concept Terenzi extended over a vast surface area, yet each brand
of usefulness and comfort in use. The beautiful, in our opinion, has its own space, its own mood, its own reason why,
rests on pre-existing values: it is impossible to speak about following a certain logical thread.
beauty if it is not functional to the content of the object and the Pt: We always go back to the search for balance and
way of communicating it. Whether it is, as in our case, a fragrance proportions. Our aim is to envelop people in our world, enthral
or a candle. The composition of a fragrance is like the melody them in emotions. Our distribution model is based on the
of a music, it arouses an emotion that is almost animal-like, of ‘boutique’, a place where you can have an experience, which
which the mind is not conscious, but that the body experiences makes you want to go back, regardless of the purchase.
intensely, without having any conscious control over it. Beauty In my opinion, the distribution of artistic fragrances can take
needs harmony and proportions. We have used Leonardo da place only according to the pace of a boutique. Fragrance is
Vinci as our inspiration for the Tiziana Terenzi brand, designing listened to, tells its story . .. We put at the disposal of consumers
the bottle with the golden proportion. booklets which tell the story of the fragrance.
The story is written in many languages and you can also listen
to it on your phone. It is an emotion that is told and that
becomes universal. The boutique is that place where time is
suspended to listen to our desires, in search of the fragrance
that we want to wear, and feel our own.

EM: this is why there are terenzi Boutiques..
Pt: We have 13, with all our brands. The first one in Italy is the
one that was recently inaugurated, in Via Babuino, a very central
location, in Rome, with the presence of other brands of artistic
perfumery in the vicinity. In a surface area of 150 square metres,
we offer a bespoke fragrance. In a room with a perfume organ and
a video camera connected to our company, the sales person and
the client can be connected with our company, for an exploratory
dialogue on fragrances, to make a personalized perfume.
This service, which we agree is reserved to only a few connoisseurs,
gives a strong value in showing who we are, a company unique of
its kind which for three generations has made craftsmanship an
inestimable virtue.
Claudia Stagno
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