Page 65 - EM EXPORT MAGAZINE PERFUMERY EDITION

INTERVIEW

Duomo Milano is more than a fragrance, it is the very strategy is proving to be right, the market is rewarding
essence of the city. The majestic Gothic architecture us and for this 2024 as well we can confirm the excellent
and the artisanal accuracy found in these olfactory results of recent years.
creations with a sartorial approach, are a refined tribute
to the appeal and multi-faceted personality of Milan, EM: You will be present as usual at the Tax Free
a temple of culture and cradle of beauty. A tribute to Exhibition in Cannes. Will you be presenting
the Metropolis which has an increasingly international particular new products, as well as highlighting the
atmosphere, capable of preserving and developing the proprietary brand?
main features of tradition. tC: We will be presenting many new products in Cannes!
The first important one concerns the purchase of the
EM: One of your characteristics is being able to GianMarco Venturi brand. This acquisition is strategic
structure your varied portfolio based on the for us: a complete and autonomous management of
demands of the market. Can you list for us which the brand allows us to define a long-term strategy.
brands these are, specifying the new and present This strategy will affect various aspects of the product,
brands? Has this strategy proven you right so far? distribution and communication linked to the brand; it
tC: At The First SpA, we have always managed a highly will be a real revolution! The TFWA in Cannes will also
structured brand portfolio, which intercepts consumers be a fundamental moment to present the new brands
with different needs and which lives in channels with created in-house at The First such as Duomo Milano,
completely different commercial dynamics from one already mentioned above, and the brand new Nubis and
another. Our portfolio is structured in brands like Freevola which will amaze you by their modern, fun and
Arrogance, the iconic brand of perfumery “Made in ready-to-use DNA! There will also be some anticipations,
Italy”, which has always stood out for its unique and which will touch on the world of Artistic Perfumery, such
immediately recognizable metropolitan style. Then we as Al-kimiyya, Eunoia and Lì Italia.
find Acquadì which comprises a collection of fragrances
inspired by the notes most in demand and appreciated EM: Which do your believe are the advantages of
on the market, reinterpreted in an original and exclusive your brands to be successful on foreign markets?
way. Another brand in our portfolio is GianMarco tC: All our brands are Made in Italy and with a highly
Venturi, a brand which takes its name from the characterizing DNA and values. This is a trump card in
Florentine designer of the same name, where tradition our strategy of expansion on foreign markets, because
and innovation have always been merged together. on the one hand we care able to meet the needs of
We are continuing with brands created more recently, consumers who are very different from one another
such as Essenza, a collection of 100% vegan fragrances, and on the other we are able to keep the quality and
genderless and capable of amusing consumers with the safety for the consumer very high. In addition, our long
experience of layering and we end with the brand Coco experience and consolidated reputation in the sector
MonoÏ, a beauty/personal care brand which is inspired make us a trusted partner. All this lets us successfully
by the traditional beauty rituals of Polynesia and the face up to the challenges of foreign markets, offering
products of which are multitasking, sensory and with products and services that stand out for their quality,
an unmistakable fragrance. This structured and varied innovation and attention to the client.
Claudia Stagno

DUOMO MILANO

More than a fragrance, this is the essence of a city. Duomo Milano is an invitation to discover this iconic city,
a temple of culture and cradle of beauty, through olfactory creations with a tailored approach which, inspired
by the majestic Gothic architecture, capture and transform the essence of the city into an unforgettable
olfactory experience. From the selection of the most precious raw materials, audacious notes and original
accords arise which merge seamlessly, giving rise to six refined fragrances, emblem of the exclusive style that
distinguishes the Milanese brand. More than a perfume, the DUOMO MILANO fragrances are a real experiential
journey to discover the thousand faces of the city. The collection is genderless and for an international target
in love with Milan and seeking out exclusive products, in line with the vibrant energy of the city’s streets.
The design is austere and sophisticated, inspired by the architecture of the Cathedral, the symbol of the city.
The project, under licence, has come about in collaboration with the Veneranda Fabbrica del Duomo di Milano,
an organization active since 1387 with the aim of managing, preserving and constantly restoring the heritage of
the Cathedral.