It is a reference brand in quality skincare, but now Sisley Paris also wants to grow in fragrances and fragrances high-end products for the hair, accompanying customers in an educational path as was the case for facial treatments. “We are working strategically to bring hair care back to perfumery, our main channel: we are present in 800 points of sale in Italy”, announces Riccardo Ferrari, general manager of Sisley Italia, the Italian branch of the French brand, who arrived just over year ago. “A 65 euro shampoo still represents a block for consumers – adds Ferrari – but we must make it clear, even together with competitors, that hair products are as important as a face cream”.
The launch of the treatment without rinsing “La Creme 230” under the Hair Rituel by Sisley brand: enriched with Camellia and Moringa oils, it is applied before using a hairdryer or straighteners. The other development axis of Sisley is represented by fragrances which today give 5% of revenues (like hair, while skincare weighs 60% and make-up 30%). «But fragrances are worth 50% of the Italian beauty market – adds Ferrari – and Sisley will not be able to call itself a global brand if it does not become strong also in this segment. The first step is to make them account for at least 10% of our revenues ».
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After all, perfume is the asset it held even during the pandemic, while it suffered make-up mortified by the mask and marched the treatment area linked to the greater availability of time. “The selective perfumery market in 2020 had a downturn of 27% (source Npd) – explains Ferrari – but awarded premium brands as ours”. Sisley Italia (35.2 million in turnover in 2019 with 1.95 million in profit) at the level of sell out marked -22% in 2020 and this year plans to confirm sales levels. Italy is the second largest market after France.
«We continue to invest in communication, in staff training, in the launch of new products and in sustainability – adds Ferrari -: we have reduced water consumption by 22%, we recycle more than 75% of industrial waste to obtain new raw material, the parent company has planted 4 thousand trees in the structures of Saint-Ouen l’Aumône and Blois, thus reducing the consumption of Co2 and improving the work environment ».
Sisley Italia has also continued to invest in the beauty consultants who oversee the perfumeries (there are more than 100 in Italy with three new hires). “Explaining the product is fundamental, and this is one of the elements that differentiates us from other brands,” concludes Ferrari. It is also for this will of inform the consumer, as well as not to damage the points of sale, that direct e-commerce, opened a year ago, remains a residual channel.