Transforming beauty into “beauty” is the goal of Finmark, a company founded in 1998 by the Catalani family that operates in the import and distribution of niche skincare and perfumery: among the brands in the portfolio are Amouage, Erno Laszlo and Orens Parfums. “The fragrance sector transformed during the pandemic and one of the factors that changed it was the change in consumer habits – explains Andrea Catalani, founder and CEO of Finmark -. Living in a precarious context in equilibrium, being closed at home and working in smartworking mode, has brought the consumer closer to ingredients, tools and ways of living capable of bringing back a sort of positivity and well-being. Cosmetics in general played an important role in this context. The need to take better care of oneself and do it by dedicating more time to relaxation, choosing ad hoc and high quality products has given a new direction to the beauty business “.
And he adds: «As an entrepreneur I had to reshape business models while always maintaining the crucial focus on the wholesale customer, the points of sale, and on the final consumer. The winning weapon is always providing a personalized service to customers so that they have all the necessary support to satisfy the needs of the final consumer and create a solid bond of loyalty ». And now we look at Finmark 2.0 with a focus on digitization and automation systems, strategies for loyalty and the acquisition of new consumers. «We ensure that the point of sale receives a unique service and has the solution, even when the need is not yet perceived, to then transfer it to the final consumer – continues Catalani -. All this thanks to automation based on the development of specific algorithms and the digitization of our processes, with geolocation systems, in-depth knowledge of the consumer, and an omnichannel communication strategy ».
Another issue that is very important to the company is inclusivity. «As a company that lives beauty, we believe it is our duty to communicate that this lies in uniqueness, which has no rules, age and gender – explains the entrepreneur -. In some cases, young people have rooted the thought of stereotyped beauty but they are also the ones most capable of finding beauty in different forms and communicating it with new languages ».
Without forgetting sustainability: «It is clear that business processes do not change overnight and we have set ourselves ambitious objectives to be achieved through small steps for great results – concludes the CEO -. Three years ago we started with the boxes used for the delivery of goods and the choice of forwarders and the vehicles used for deliveries. Today, for example, our company delivers to the customer by reusing cartons ».