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INTERVIEW

THE FIRST

THE FUTURE OF PERFUMERY AMID INNOVATION,

BRANDING AND GLOBAL STRATEGIES

prevalently gourmand, floral and fruity heart. Each
creation represents a personality and a different state
of mind: the fragrance is not simply something to
wear, but a way to tell one’s story and freely express
your individuality. At TFWA Cannes this year we will
be presenting two new personalities, two absolutely
irresistible new fragrances: Pistachio Crash and My
Cherry Bomb! The partnership will be accompanied
by an integrated strategy which will involve digital
communication, social media, events, creators and
special activities in the points of sale. Our aim is to
build up around Freevola a real brand universe, that
is recognizable and all-embracing, and progressively
accelerate its development on international markets.

EM: In Italy you are present in the perfumery
channel, as well as with the recently launched
Freevola, with Coco Monoï, Mirroré and Essenza.
EXPORT MAGAZINE INTERVIEWED Other brands, such as Arrogance and the more
GIUSEPPE CARLINO, CHIEF recent Acquadì and Acquadì Privé, are present in
OPERATING OFFICER, THE FIRST the channel of drugstores. What is the strategy
behind this choice of diversification?
GC: Diversification in distribution comes from the wish
EXPORT MAGAZINE: The First, Milano Group will, to give each brand the commercial context that is most
like every year, be at the TFWA in Cannes with coherent with its identity, its price positioning and the
important new products in the fragrance sector. public it addresses.
Can you tell us about the most important one? The channel of selective perfumery allows giving
GIUSEPPE CARLINO: The main new product concerns greater importance to the emotional and experiential
Freevola, the brand on which we are concentrating component of brands such as Freevola, through story-
important investments for development and telling of the fragrances, advice, trying the product and
communication. After its international presentation the initiatives dedicated to the consumer, whereas the
at TFWA Cannes, the brand is entering a new phase drugstore, guarantees a wider and more immediate
of growth today, supported by the collaboration with distribution and is particularly suited to brands that are
Elettra Lamborghini, chosen as the brand’s testimonial known and affordable, addressing a transversal public.
for her energy, authenticity and ability to dialogue with We do not consider the two channels as alternatives
a contemporary and international public. Freevola or hierarchically different. They are complementary
offers six fragrances with a strong identity and a tools which let us cover different occasions of purchase,

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