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INTERVIEW

EM: As a true pioneer, a few years ago you began
distributing the leading Middle Eastern fragrance
brands. How has this business developed over time?
CG: Beyond all expectations. Just consider that last year
we opened 5,500 new doors in just four months, a result
that translates into virtually complete market coverage.
Today, we work with the four leading players in the Arab
world. To the great surprise of many fragrance industry
professionals, these companies have succeeded in
establishing a significant presence in the main markets
across all five continents. There are several reasons for
this success. First and foremost, the strong longevity
of most of the fragrances, a feature particularly
appreciated by younger generations, who enjoy leaving
a genuine “trail” of fragrance wherever they go.
Then there is a highly competitive price-to-quality ratio,
allowing consumers to purchase several products while
staying within a reasonable budget. This is a world that
Although we strive to preserve our DNA and values, it is has found its own space and which, in my opinion, is
clear that Forma Italiana has embarked on a growth path not a passing phenomenon. It is the result of a major
that is taking it towards a different scale. And I believe it is evolution in the market, in which influencers have
natural for a company to evolve together with the market. played—and continue to play—a leading role.

EM: What advantages are you able to offer today?
CG: In Italy, Forma Italiana represents a rather unique
model. Fifteen years ago, we decided to invest in our
Logistics Division, recognising the need—especially
for multinational companies—to rely on professional,
efficient and competitive services directly on the Italian
market. Today, thanks to 35,000 square metres of
modern, fully equipped warehouses, we are able to offer
comprehensive logistics and distribution services. We
started in the mass market and gradually extended our
activities to the luxury segment as well. The strategy of
many large groups today is to focus on production and
product launches, entrusting all subsequent activities
to specialised partners. For us, this is an important sign
of trust and represents a responsibility that we take
very seriously. Recently, we became distributors of four
Puig lifestyle brands already known in Italy: Antonio
Banderas, Shakira, Benetton and Victor & Lucchino.
Since May, we have also been distributors of the well-
known Italian brand Liu Jo. I believe Forma Italiana is EM: Forma Italiana is returning to skincare…
an interesting partner for brand owners because the CG: Skincare is certainly a challenge. You only have to
commercial strategy is developed and shared with look around to realise how many competitors there
them, taking into account the specific characteristics are: from multinationals that have been present on the
and needs of each brand. Thanks to the relationship market for decades, with highly prestigious brands, to
of trust built over time, we are now also distributors in the more recent K-beauty phenomenon, which is also
several foreign markets for Lolita Lempicka and Nikos, particularly appreciated by younger generations for
with whom we have been working for many years. its price-to-quality ratio and product characteristics.

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