BEAUTY: EUROITALIA Dsquared2 debut for EuroItalia in Cannes
In what will be another milestone launch for the company, family-owned Italian beauty house EuroItalia tells Charlotte Turner that it will present its new Dsquared2 Wood fragrances, for men and women, to the DF&TR industry for the first time at the TFWA World Exhibition in Cannes, after securing the licence in May.
few other markets in Europe in the upcoming month (September). “But of course Cannes will, for
the most part, allow our important distributors worldwide to really get to touch, see and smell the products. “It’s very important for us to
come out with this product in October. The timing is perfect. The exhibition presents an opportunity for great exposure for us and we have the chance to meet with all our distributors.”
Above: One of the striking visuals from the Wood advertising campaign
Below left to right: Wood Man and Woman 100ml.
T
his October, Italian fragrance company EuroItalia is launching two new scents
from its newly acquired Dsquared2 brand, for which it took over the licence from luxury perfume and cosmetics company, Angelini Beauty in May this year. The two fragrances will be released
into European travel retail in October, followed by the US & Canada and all
other markets in the new year. “We’re going to distribute the
fragrance worldwide, starting with Europe and then going into the US & Canada, where the brand is strongest,” confirms a spokesperson for EuroItalia. “We will also be in Asia and all
other markets later on. The aim is to fulfil the distribution within 12 months as always.” Although EuroItalia insists the
brand is ‘strong’ in many countries around the world, the company’s strategy is to enter the most mature markets first before attempting to recruit new customers in other parts of the world. This is something it is hoping to
“We are arranging right now, big promotions to give the products the right exposure, because we took the licence this year and this is the first project that we launched with Dsquared2.”
EuroItalia spokesperson 116 TRBUSINESS
achieve at October’s TFWA World Exhibition in Cannes. With the aim of propelling the two Wood fragrances onto the world stage, EuroItalia tells TRBusiness why the company is doing everything it can to take advantage of the important trade fair. “Cannes is very important
because we will be launching [the Wood fragrances] there,” says the company spokesperson. “One of our distributors is already well aware of the project because we are launching in Italy and the UK and a
Extra measures applied Of course, the company insists that every product launch is important in its own way and as such it takes all the appropriate steps to provide sufficient marketing and promotional support. However, for these two new
fragrances in particular, which are being presented to the DF&TR industry for the first time in Cannes, extra measures have understandably been applied. “We are conducting a lot of
strategic marketing activities everywhere in travel retail,” the spokesperson reveals. “We are arranging right now, big promotions to give the products the right exposure, because we took the licence this year and this is the first project that we launched with Dsquared2. “We wanted to do something big
with huge visibility because the first time you go to market with a brand, it is the first time you present yourself and of course you have to impress people right from the start. “We have to communicate that a
positive change has occurred [for the brand] and so we are really planning lots of marketing and promotional activity for this launch.” Angelini Beauty originally held
the Dsquared2 licence until May this year, but EuroItalia was working on the Wood project long before this.
OCTOBER 2018
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