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INTERVIEW

Another fundamental element is the speed
with which we are able to transform an
intuition into a concrete project. Today
it is no longer sufficient to create a
good fragrance: you have to build up a
recognizable world, generate content,
involve the community and create
experiences capable of forming a
relationship between the product, retail
and the consumer. Lastly, we consider
the relations built up over time with
retailers, distributors and our international partners
decisive. TFWA Cannes represents precisely this for us:
it is not just a trade show, but a place where relations
can be transformed into shared visions and projects.

EM: On such a competitive market as is that of
fragrances, is it important to identify the trends of
the market, while still proposing something original?
GC: It is certainly fundamental to observe the trends,
but we believe that a brand must not simply follow
them. It has to interpret them through a language and
an identity of its own. Freevola, for example, comes on
to the scene at a time of great interest for gourmand
fragrances, for personalization and for perfumes Our originality thus comes from the encounter between
associated with states of mind. We have translated olfactory research, storytelling and the ability to
these elements into a collection of fragrances that are transform a fragrance into an experience.
very different from one another, each one with a name, The same philosophy can be found, with different
a personality and an imagery that are immediately codes, in other projects of the group: from the new
recognizable. The consumer does not only choose an olfactory destinations of Coco Monoï to the seven
olfactory composition, but the mood they feel closest to genderless creations of Acquadì Privé.
at that time. The way of presenting the product also has We are following the evolution of the market carefully,
to be original. With Freevola we have developed sensory but every trend has to be reinterpreted coherently with
experiences, events, social content and formats that the DNA of the individual brand and with the culture of
combine fragrance, taste, images and entertainment. Italian products. Claudia Stagno

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