New Cosmesy: F. Cinque

NEW COSMESY

Behind The scenes of manY successfuL Brands

INTERVIEW WITH FEDERICA CINQUE, CEO NEW COSMESY

EXPORT MAGAZINE: New Cosmesy is now a consolidated company, which has been active for over thirty years. What are the main assets on which your company is based? FEDERICA CINQUE: New Cosmesy is a leading company specialized in development, production, and packaging in the perfumery and cosmetic industry. As a manufacturing company, New Cosmesy is able to offer sensory and functional proposals to the customers. A fast and reliable partner with top quality production, from the complete implementation of the project to only a part of it. The synergy between the customer, the marketing and product offices, fragrances evaluators or Nose and technical laboratory, ensures an aesthetic and olfactory coherence for the final project which is proposed to the customer, and which is fully compliant with their brand identity, budget and agreed delivery times. This business model has led New Cosmesy to intensify personal relationships over the years with the protagonists of various industrial sectors with whom it has the pleasure of sharing new ideas and projects on a global scale.

EM: How does the selection of the fragrances take place? FC: We have a large olfactory library which allows us to select targeted fragrances according to the brand image and the markets for which it is mainly aimed. We also make fragrances to measure, and for their composition we use the most expert noses in the sector which, according to the desires of the client and their inspirations, propose fragrances suitable for each individual project.

EM: What is it that your clientele mainly appreciate? FC: In the first place, the service. For us, customer satisfaction is a duty, a need. If the client is successful, we are part of their victory. This is why we have included in our team professional figures that can work alongside the client during all the steps of the product creation starting from the regulatory part to always be updated on the various legislations, country by country. Flexibility on production to meet the needs of the clientele, fast deliveries, attention to listening are

the fundamental points on which we have based our entrepreneurial philosophy. Precisely for this reason our production department consists of two areas: one dedicated to large quantities and one dedicated to smaller productions, so that the work can proceed without obstacles for both departments.

EM: For all this to come about, a few years ago, you took an important step, that of moving to your current head offices. Has it brought you benefits? FC: Definitely, even though at first it was hard to opt for this major change, bringing together five different sites into a single facility rapidly showed its advantages, in terms of management of over 100 employees. And the immediate vision of needs both in production and in all the other departments of the company, from marketing to administration and commercial. Our progressive growth over the years has made it necessary to optimize our facility, at all levels.

EM: At the moment, is your clientele mainly Italian? Do you have plans to expand your clientele internationally? FC: The weight of the turnover was determined by Italian clientele to which, today, there are increasingly international companies,. In recent years we have found an increased interest in New Cosmesy, In particular from the Middle East, to the extent that we have decided to open a new office in Dubai to be close to the local clientele.

EM: Artistic perfumery is occupying an increasingly larger space in classic perfumery. Is this true for your company as well? If so, what added values do you have to have to satisfy artistic perfumery? FC: Artistic perfumery is our core business. To be up to the particular requirements of the brands of artistic perfumery, we have to be in tune with the brand identity and pay the same attention to the processing thinking above all of the expectations of the consumer with regard to such an exclusive product. This is why out standards of quality are very high, with regular monitoring and training of the production personnel.

EM: Does this have an impact on costs? FC: Our philosophy is to apply the standards of quality to each product we make. The costs, today, are now optimized by the company structure which we have developed over the years so that we can offer an excellent service both to artistic perfumery and to more traditional perfumery.

EM: You represent the second generation; your parents are still in the company; what have you absorbed from them and what do you think you have brought that is new? FC: I joined the company when I was very young. From my father, in all these years, I have acquired all the knowledge that has allowed me to get here and the values on which the company is still based. We are still a family-run business and we want to share the objectives with all our collaborators. My personal contribution consists mainly of developing the right harmony with the brands in order to support them in their development and follow from close at hand the phases of production, making sure that the work is done correctly and as it should be done.

EM: Are trade fairs important occasions for you? FC: We have learned a lot from the trade fairs, especially how to modulate our company on the requests of the clients. They are important moments of verification to know whether we are going in the right direction.

EM: Future projects? FC: We are expanding the type of production of other product categories. At the moment we produce eau de toilette, eau de parfum, body mist, oils, attars, diffusers for the home, room sprays, candles etc. Now, on the request of the clientele who want to complete their offer with extension lines still in the perfumery sector, we are producing some skincare products, such as creams for the hands, soaps and shampoos. We are creating a dedicated business unit, with particular attention to the formulative aspect and the procurement of more suitable raw materials. This decision underlines once again our mission of being a company of services.