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world – Italy,” explains Simone Dominci, CEO of KIKO Milano. “This
is a territory where Italians have excelled for millennia, we don’t just
understand beauty, we know how to compose beauty from a diversity
of elements that is usually unachievable – but in Italy we know how to
do this. It is what we do, every day, in almost everything. We offer this to
our customers, the options, the services, the understanding that allows
them to be endlessly innovative and make beauty happen effortlessly.”
The unrivalled technical mastery in the Italian cosmetics and skin
care industry allows KIKO Milano to develop high quality products
that address all imaginable customer needs, while their capacity
to continuously reinvent and reimagine colour combinations, new
colours, textures and packaging allows them to offer almost boundless
creative options for their customers.
“It is a partnership with our customer, where we give them the tools and complete beauty experience. It is not just about offering amazing
to make beauty something bespoke to them and universally loved. We products, immersive stores, beauty services and constant consumer
can do this by having the right mix of product assortment, creative inspiration. It is instead the sum of all these things in a friendly
inspiration through our social media channels and instore beauty environment that is highly accessible for all, Dominici tells us.
expertise,” says Dominici. Following this explanation, we ask the CEO what then the overall
Following 26 years of growth and of offering leading expertise ethos of the business is?
in its field, KIKO Milano is today a force to be reckoned with both “Part of our transformation into a global beauty brand involves
offline and online in the world of social media. They are the only updating many elements of our marketing and brand identity, but in
non-celebrity beauty brand that has engagement levels and follower terms of ‘ethos’, this comes from the term for customary, which goes
growth that rivals that of celebrity brands and digital natives. The core back to our tradition of inclusivity. I would reiterate our founder’s
of their strategy is to inspire, as if they were an influencer, through concept of ‘Be what you want’ as the underlying ethos to everything
arrestingly beautiful content that drives excitement and then they let we do at KIKO Milano.”
their community express their own vision via their own content – Discussing the future and the major challenges for the brand, Simone
which they also often feature. highlights that managing exponential growth is always a challenge, even
Meanwhile in the realm of sustainability, the brand is also transforming if it is a welcome one. He feels that there are many global headwinds,
its internal operations through a unified commerce strategy, which will but they are confident that they can overcome these and continue their
not only integrate all processes facing the customer, but also allow them planned growth.
to tailor and address each customer’s needs to a near bespoke service KIKO Milano is another form of luxury, one that inspires people to
and product offer. Their unified commerce transformation is already on be themselves instead of aspiring to be someone else, by remaining
the way and they expect it to be fully operational by the end of the year. inclusive and accessible to all and we want to continue inspiring people
KIKO Milano has evolved since inception to offer a very inclusive as we maintain our growth,” Dominici concludes.