Beautystreams

NOUBA

SELF-CONFIDENT MAKE-UP

The over 40 years of experience in the sector have not only been functional for Nouba in asserting and reaching its status as a recognized cosmetic brand guaranteed for its solidity; over the years the brand has learned the importance of evolving, and has taken advantage of its solid structure to follow process and innovation. In particular, the past few years have helped to implement a change which today the brand has incorporated as a vision, aimed at sustainability and attention towards the final consumer with a more exciting and complete communication. This is a vision that Nouba offers and concretizes at various levels therefore, faithful to the promises of 2021, innovation guides research towards products that are increasingly natural and sustainable, the focus remains on the product but attains a higher level emphasizing the value that it can give to those who choose it. Choosing Nouba today has an even more important significance, not only a certainty in the quality and performance of the product: choosing Nouba today means adopting values such as self-confidence, and choosing to express your beauty in its most natural form.

yOuPHORIA

This vision is concretized in 2022 with the launch of the new Youphoria collection, through which women can take care of themselves and express their essence to the maximum, besides, isn’t it our imperfections which also make us unique? Choosing ourselves for Nouba means accepting and exalting our characteristics and the products in the new Youphoria collection are instruments to reach this objective. The “no make-up make-up”, the most up-to-date and sophisticated trend of the year, is based on choices of products with a minimalist finish, warm and natural. It is sufficient to think of one of our most awaited products in the new collection: Pretty wet - face glow up is a primer but it can also be used as a highlighter, it can be applied on the eyelids or on the lips to obtain a wet look, it can be mixed with foundation to obtain a natural and radiant base for the face. It is a product that gives a smooth and replumped effect to the skin and in combination with our soft compact in the two shades: soft honey and pale banana, it gives the wearer a sophisticated finish for a timeless appeal. The face base us therefore fresh, radianeyest and with a healthy appearance. For the lip world we find Noubalm, a lip balm that is positioned in care make-up for the care and hydration it gives the wearer. A must-have of the collection is Burn baby burn, a lip plumper which gently succeeds in emphasizing the volume and the fullness of the lips, giving a gloss effect with nude shades. The natural look is defined in the “warmed cheeks” and in the naturally coloured lips with our Chimera, a “mock” black lipstick, completely covered by microbeads, which reacting to the pH of the lips gives every woman a unique colour. The product, which is made up for 92% of natural ingredients, can also be applied on other parts of the face, for example as a blush for naturally coloured and bright cheeks but also as an eye shadow on the upper lid. Since the face mask has become a “must-have” accessory, make-up, in all its simplicity or excess, has focused on eyes, so the new collection has to include skeyeliner, a waterproof and long-lasting eyeliner which is applied on the eyes to create lines which go from the ultra-fine to bold, from intense colour and elongated and/or geometric thanks to the ultra-fine felt tip. To enrich the eyes and attain a natural look in the day and intense in the evening, the urban soul and Free spirit palettes propose 9 eye shadows in matte, pearly and metallic shades to play with and blend together extremely easily thanks to their soft and light textures. The new collection therefore leads to a process of “glowing up” which is not only for those who choose Youphoria products, but is a process that the brand itself is living through extremely successfully. This evolution brings with it the attention in the choice of raw materials, up to obtaining products with formulas that are clean, incredibly simple and effective and the focus on the force of the colours which are used to represent the real essence of the beauty of those who use Nouba products. 2022 represents for Nouba a moment of fundamental importance, a moment of rebirth, starting from the origins of the brand. With the relaunch of the most iconic Nouba product, completely redesigned in a modern and sustainable packaging, the brand reconfirms its strategy of repositioning towards an approach that is increasingly attention to the planet. The appointment is for May 2022, stay tuned!

ADDMINO-18

INTERVIEW hSA

INTERvIEW WITh STEFANO ZANZI, hSA CEO

EXPORT MAGAZINE: Recently there has been a change in the shareholding of your company. Can you illustrate this to us? STEFANO ZANZI: Last December, after a long preparation, we announced the conclusion of an important operation for our company. Tec Beauty Spa-The Equity club, which is a private investment company, supported by some of the most important Italian entrepreneurial families and by Mediobanca, joined the Board with a majority shareholding. Such an important step definitely marks a new phase in our history, in which we can further support the growth that has distinguished us in recent years, but accelerating some processes of innovation as well as the penetration of some new markets or channels.

EM: What were the main aims of this operation, but where your family is still present? SZ: Throughout 2021 we evaluated several investment funds, but we confirmed entering into a partnership with Tec Beauty for the peculiarity of the project that they presented. Personally, I did not want to do a mere financial operation but I was looking for one or more entities with whim to develop a beauty pole made up of several companies all focused on cosmetic products, whether for hair care or skincare or even make-up and fragrances. The idea was not to change the nature of the vocation of H.S.A., but to strengthen its international

AN IMPORTANT OPERATION TO STRENGHTEN INTERNATIONAL RECOGNIZABILITY

recognizability thanks to an all-round offer in the world of beauty. The new boost of the company will take pace supported by well outlined strategic pilasters: 1-extension of the offer of products, 2-greater penetration of some key markets such as the USA and China, 3-collaboration with the rapidly growing community of independent brands, 4-support and expansion of our brands. To attain these objectives, my brother Davide and I remain fully committed to the company and keep our current managerial roles, providing continuity and guaranteeing an integrated development coherent with our values and our history which began 40 years ago.

EM: HSA started as a company specialized in professional hair care, both as a private label and with its own brands. How has it evolved over time? SZ: For the first decades of its history, H.S.A. was always focused on the creation and production of professional products for hair, with regard to the world of colour then becoming, at global level, one of the most sought-after players for permanent or semi-permanent colouring. Over the years, extending our presence and recognizability, we have also developed all the hair care products, to give an answer to the various needs of care or style of clients all over the world; to keep high the level of innovation and quality, we have therefore created several vertically specialized laboratories, i.e. r&d colour, r&d hair care and a few years ago r&d skin care as well to complete our cosmetic offer. Despite the problems caused by Covid 19, the sector of hair products has seen an important growth with respect to other categories, with growth both in the professional sector and above all in home care. Very many new brands have come into being in the world of hair and are establishing themselves and conquering space in channels such as online, department stores, perfumeries and pharmacies. This development, unthinkable until a few years ago, represents an important opportunity for our company which is increasingly interested in

products linked to the care of the scalp, regeneration and protection of damaged hair or to fight specific issues such as dandruff, sensitive skin or fragile hair.

EM: This operation certainly strengthens your presence on the beauty market. Do you expect to implement new strategies in the short- medium-term? SZ: With the new partners of Tec Beauty, we are defining both the short-term and the medium- and long-term strategies. They include various corporate areas, from the supply chain, to digitization and product development. In the immediate. We are already extending our client base, especially private label, thanks to a wide-range commercial and product strategy, coming into contact with companies and brands that not necessarily belong to the professional sector, but which are present on the market place and in e-commerce or in brick-and-mortar concept stores or chains which are moving towards independent brands. We have organized ourselves with great determination and effort, conceiving new product categories that will be presented at Cosmoprof in Bologna in the new space that we have called Innovation Hub. It is an area dedicated exclusively to the world of private label, where it will be possible to interact with clients and develop together innovative products which reflect the trends or even anticipate them!

EM: Is the fact of being made in Italy still a factor of success on international markets? SZ: The importance of Italian production, more than established in some sectors such as food, fashion and design, is still not so clear in the beauty sector, even though the turnover definitely has a high value in the country’s trade balance. Those who work in our industry know perfectly well that Italian products are synonymous with quality, creation and innovation, but this perception is not yet so deeply rooted in the final consumer. This is because the Italian private label companies have only recently started to present

HSA enters a new phase of its story to propose an all-round offer in the world of beauty, characterized by innovation

DAVIDE ZANZI

themselves to the world as a united and solid sector, communicating the values and the capacities and the dizzying numbers that we actually create. Few know, for example, that more than half the colour cosmetics at world level are made in Italy. The fact of being made in Italy is and will be an even stronger factor of success if we also innovate at the level of communication and not only of the product.

EM: Will you be taking part I trade fairs, now that the majority of the shows will again be with physical attendance? SZ: The participation in events and trade shows, totally reduced to zero in the past couple of years, is obviously subject to our analysis in this period of reopening. There will be budgets dedicated to the shows in the commercial and marketing strategies that will help us to improve the contact with potential clients like Cosmoprof Bologna Worldwide, Beautyworld Middle East, Cosmoprof Asia, China Beauty Expo, but also new fairs for us such as the PLMA in Amsterdam or other events dedicated to independent brands. We are carefully assessing new distribution channels so some shows that are not linked only with the professional world will help us understand the market better, meet the companies directly and their buyers or product development managers. In short, the digital world represents an important slice of our budget but we are not overlooking the live contact that only a trade fair can offer.