Arômélia 17-19-IV Astra

ASTRA MAKE UP

EXPORT MAGAZINE: Astra Make-Up is a Made in Italy brand, created in 1988, whichtwo years ago began a notable rebranding process, going from the make-up segment to the launch of a new skincare line, last May. Can you tell us more about the strategies adopted to reach a larger number of consumers? SIMONE SETTIMI: The path undertaken in 2018 with Astra rebranding has confirmed the strength of our brand, which aims at becoming a global name in the cosmetics panorama, and a reference point for all consumers. Covid has changed all the rules of business and trade; however, the solidity of the company’s strategy has been confirmed. The strategies undertaken so far have empowered online platforms. ìOur social networks keep playing a key role in the achievement of a wider number of consumers, whereas the constant dialogue with our community helps us regularly adapt the product offer with amazing results.

INTERVIEW WITH SIMONE SETTIMI, GENERAL MANAGER

EM: This year, the leading theme is environment, also for cosmetics companies. What is the contribution of Astra Make-Up to this area? SS: Since 2018, after achieving the environmental certification ISO 14001, our company has started an honorable path integrating sustainability into its environmental strategy, putting into action the commitments related to the Corporate Social Responsibility. The commitment materializes through packing, packaging and the evolution of formulations, more and more driven towards a natural percentage of ingredients, as well as the short/medium term implementation of new significant initiatives.

One of the latest examples is the eco-concept store, recently launched in our HQ in Todi, Umbria. This is a very unusual store, especially green, entirely made of ecological recycled materials,which was born from our desire to invest on sustainability, giving a second life to a container fallen into disuse and then turned into a modern store, where to find all the latest novelties from Astra.

EM: After the major entrance in the skin asset with the Astra Skinline, what will be the next step in Astra’s growth? SS: In line with our global strategy, the next step has been the development of the line “Pure Beauty”, following the great success after the launch of the first collection. Trends state that consumers are increasingly focused on the natural percentage of the ingredients in cosmetic products, and Astra wants to offer a comprehensive selection to create fresh and eco-friendly looks.

EM: What about your distribution in Italy, and do you plan to widen it? SS: We’ve got a capillary distribution, as a tradition; the focus is on Perfumeries, mass market and retail, but our target is to reach as many customers as possible. We are taking into consideration the approach of new channels that will become the pillars of distribution for companies 4.0

EM: Astra is synonym with inclusivity, breaking down all barriers in order to allow others to be themselves… Besides the projects that you have accomplished in the past two years, what other strategies are you going to adopt in order to advocate equal opportunities and a multicultural approach, going beyond any barrier? SS: People are and will always be the core of our company’s mission. All the projects followed during the past two years have invited our communities to reflect uponinclusivity and diversity, going beyond the conventional channels of the beauty world. Future initiatives alike will always be part of our great project #BEAUTYISDIVERSITY. Starting fromour social channels, which will always be our means to give voice to those who want to express their uniqueness, we will work with determination to the creation of cosmetics designed for everyone, despite age and gender. C.S.

EM: What about foreign markets, what countries are you present in? SS: Astra is present in 38 countries all over the world, from Europe to Middle East and South America. We are proud of our customer retention rate, and of theconsolidation of ourrelationship with old time customers establishedduring the past year, despite the difficulties; we expect a growth incountry numbersand in the percentage of the brand’s global turnover.

EM: As to last year e-commerce global development, what actions is Astra Make-Up pursuing? SS: We are focusing on the strengthening of our website, of customer care service and general growth strategies for the ultimate development of this distribution channel. We strongly believe that e-commerce will become a key asset in the global turnover of the company, becoming a showcase for retail development. One of our latest projects involves an important partnership with a renowned international marketplace.

COSMOPROF ASIA ANNOUNCES NEW SHOW DATES IN 2022

Cosmoprof Asia, Asia’s leading beauty trade fair, which was scheduled to be held on 17-19 November 2021 at the Hong Kong Convention and Exhibition Centre, announced today the 25th edition will move to 16 – 18 November 2022. Considering the on-going uncertainty associated with the pandemic, and travel restrictions still being in place, the Organisers, in consultation with customers and industry stakeholders, decided to host the show in 2022, when international trade and business are expected to return and participants can enjoy the high-quality event they have come to expect. While waiting to meet each other face-toface in November 2022, Cosmoprof Asia’s beauty community will have the opportunity to participate in an international digital event to maintain business connections and commercial interactions. From 8 to 16 November 2021, Cosmoprof Asia Digital Week will return to offer a match-making platform for buyers and sellers to interact with companies, view new product launches, place orders, meet clients and potential customers, and stay up to date on beauty trends and technology in 2021/2022. “Such a tough decision to move the date of the in-person event aims to guarantee safety and proper business conditions to our international exhibitors and operators,” said Antonio Bruzzone, General Manager of BolognaFiere Group and Director of Cosmoprof Asia Ltd. “For more than two decades, Cosmoprof Asia has gathered under one roof companies, buyers, retailers, and distributors from all over the world, who are interested in new opportunities in the fastest-growing markets of the APAC region. Our stakeholders deserve a highly performing exhibition during these tumultuous times.” “We believe this is the best decision for both exhibitors and visitors,” said David Bondi, Senior Vice President – Asia of Informa Markets and Director of Cosmoprof Asia Ltd. “We are 100% committed to delivering a high-quality event that will offer true value to all participants. We want all our attendees to feel safe and comfortable when returning to the show in 2022.” Cosmoprof and Cosmopack Asia will be an ideal showcase for the entire cosmetics industry, from finished products and brands to packaging suppliers and manufacturers, joining in Hong Kong from across the world. In 2019, Cosmoprof Asia hosted 2,955 18 exhibitors from 48 countries and regions and 40,046 buyers from 129 countries and regions.

COLOUR JOURNEY: THE COLOURFILLED ADVENTURE BY LUMSON

What happens when the brightest, most vivid, and most intense colours meet Lumson’s creativity and know-how? Something magical is the result: even the simplest and most minimalistic packaging is transformed into something unique. Unexpected combinations of colours and new effects take shape, giving life to an emotion-filled adventure.

A JOURNEY WORTH TELLING

“Colour Journey is a trip through colour, in a moment in history where we all feel the need for more lightness and vitality”, explains Romualdo Priore, Marketing Director for Lumson. “Through the shades of colour, we’ve given a concrete answer to this need for joy and energy while continually maintaining a connection with the simplicity and elegance which define our designs. As was the case with TAG, one of our best-sellers, this packaging retains its original charm and sophistication but with added individuality and character. And it’s here where all of Lumson’s expertise, technical know-how, and technology is revealed: in the ability to be able to transform something so simple and basic into something unconventional”. Celebrated for its trendsetting, minimalistic design concepts, Lumson, a leader in primary cosmetic packaging and dispensing systems, is setting its sights for cosmetic packaging on a new aesthetic and sensory experience. And thanks to its expertise in decoration technology and to its research of new effects, the company is giving life to unique products with a distinctive identity. Thanks to colour, decorations, and features that enhance the sensory experience – a key element of cosmetic products – the simple and clean lines are given new life through the way light plays off the packaging and other novel effects. Vivid colours, the answer to our need for energy, literally “bring to light” new emotions in us: blue evokes trust and calmness, purple stimulates creativity and imagination, green induces balance and stability, and yellow reflects joy and optimism.

THANKS TO COLOUR, PACKAGING IS SEEN IN A WHOLE NEW LIGHT

Colour Journey is a fascinating quest for the discovery of the possibilities offered by visual effects and decorations. Thanks to these effects obtained by decorations and colour, packaging is seen in a whole new light. From solid colours that slowly fade into a gradient effect, to pure high-intensity and semi-transparent colours that enhance the beauty of glass packaging. On glass, a valuable and noble material, the delicate shades become inviting sorbet-coloured tints, slowly fading out into tones that bring to mind the cool, fresh feeling of an ice cube. Colour effects and transparency leave glimpses into the heart of the packaging while the shine/matte contrasts create threedimensional effects. The jump from idea to product is a short one: “In Lumson, the colour can be developed with the customer on the basis of request and necessity. In the Colour Laboratory, one of the feathers in our hat, the customer can select the colour they prefer, work with a Pantone colour of their choice, or directly create it with us as a team, putting two heads together during the process. And the results are truly incredible”, concludes Priore. Colour Journey is, most of all, a journey towards the possibility that creativity can offer when technical expertise is combined with technological innovation. It’s a journey that outlines a new future for cosmetic packaging. A future made of colour, technology, and creativity.