After many years working in the luxury and fragrances sector, Gianguido Mazzuca was appointed as Global Sales Director at Pidielle Group in 2019. We interviewed him to find out more about how Pidielle is enhancing its global presence.
The last few years have seen continuous growth for Pidielle, can you explain what is behind this success?
“Last year we increased sales by 19% year on year and again, in 2023, we expect double-digit growth. This continuous expansion was achieved thanks to the globally recognized quality of the products in our professional brands, Elgon and Mood. They are formulated by our laboratories and supported by a strong international education department. Another important factor was the decision to diversify our business by extending to Private Label as well as activating a new e-commerce sales channel for the Italian market”.
Which are your best export markets and where are you focusing on for the future?
“Our brands, Elgon and Mood, are distributed in 90 countries with exclusive agreements. We have a strong presence in Central and South America, as well as in Europe, the UK and the Middle East. For the future, we expect to reinforce our relationship in the North America, in the Far East and to expand our presence on the African continent”.
Do you believe in trade exhibitions as a means to develop export opportunities?
“The haircare business is changing rapidly and so are the means to build new opportunities. However, I believe that we are still in transition and, even if on one side it is fundamental to be present on social media, on the other side it is still important to be at international exhibitions, at least for a growing company like ours. This year we will attend Beautyistanbul at the end of September, Salon International in London with our distributors and Cosmoprof Hong Kong in November. We will start 2024 with Cosmoprof Miami and Cosmoprof Bologna”.
What is Pidielle’s strategy to become even more competitive in global markets?
“Our global strategy is based on three pillars, which are innovation, sustainability and digitalization. We strongly believe in the importance of investing in product innovation: we are constantly working to upgrade their quality in accordance with the latest markets trends, biotechnologies, vegan formulas, recycled packaging, improving biodegradability and achieving optimum product performance. In 2023 we were finalists 2023 Cosmopack Award for best formula at Cosmoprof Bologna, Italy.
As far as digitalization is concerned, we are investing both in our infrastructure and also in our relationship with our brands’ digital community, creating a positive impact on our customers and the choices they make. Social media is fast becoming the most powerful information channel for the hair & beauty industry”.
