Page 28 - EM - EXPORT MAGAZINE PERFUMERY EDITION

INTERVIEW

SOme QUeStIONS FOR ALESSIO BADIA,

LAYLA cOSmetIcS ceO

This means that it is a well-known company,
belonging to tradition, which is impossible to build
up from zero.
This is why we want the company to occupy an
important place abroad, with a presence in retail
in chains and in department stores, not only in
supermarkets and in specialized stores.
All this will be made possible with the work that
Babila and Alessandro, with their close work team,
are dong in this direction.

em: Do you believe in the strength on an all-
Italian supply chain?
AB: It is impossible to speak of quality and Italian
production is we do not implement an all-Italian
supply chain, which interprets values expressed by
the basic concept of Italianness which is made up of
coherence and assertion of a craftsmanship, also
expressed using Italian labour who support the
production. It is a change of paradigm which is my
view is essential.
eXPORt mAGAZINe: What is the main characteristic
that you want to give to Layla Cosmetics? em: What is the price/quality ratio?
ALESSIO BADIA: I have found a company with AB: The subject is a real dilemma; a question that
fantastic people, who believe in what they do and is asked in other sectors as well, such as that of
who need a certain support. What I am doing is fashion, where I come from. What is the right price?
creating a vision, not only in the present, but also Producing internally, we have to give value to what
for the coming years. we produce. I answer saying that the price is in
This is why we are striving to do everything that is line with the market, and the quality guaranteed
possible to peen new markets, to spread Layla by Layla Cosmetics. Finding the right balance is the
Cosmetics in the world and make the quality of the winning arm on the market.
products known. Our aim is to qualify the brand
in the markets of reference; we believe in omni- em: It was announced in October that your
channels and the possibility of addressing the Group has acquired other brands in the beauty
market using the channels at our disposal. sector…
I believe above all in the historical nature of the AB: Yes, it is a strategy aimed at creating a group of
brand, a real connection between tradition and companies, all in the beauty sector, with different
future, where online and offline support one characteristics yet complementary.
another. Layla Cosmetics is an excellence from They are Arco Cosmetici, specialists in the cosmetic
Italy, in a sector such as beauty where excellence and waxes sector, and Madicos, a private label
is indispensable. It is a brand that has received the make-up manufacturer.
distinction of ‘historical brand’ in a small group of A 100% Italian group under Layla Cosmetics with
companies – 600 – belonging to various sectors. an ambitious objective of growth. claudia Stagno

22