Product, distribution and digitization are the three keywords on which the development strategy of Hsa Cosmetics, a company based in Varese founded 38 years ago, active in the production and development of private label cosmetics that closed 2020 with a turnover of over 38 million euros with a growth of 6% compared to 2019 and an Ebitda of around 21%. «The first months of 2021 saw further and accelerated growth compared to 2020 – comments Paolo delle Piane, strategic marketing director of Hsa Cosmetics -, confirming a double-digit positive sign. In fact, the first quarter saw net sales up by 18% compared to 2020. The orders in the portfolio with delivery scheduled for the second half of the year suggest a maintenance of thedouble-digit increase in turnover also for the autumn of 2021, with the hypothesis of exceeding even 18% ».
The company’s business is projected abroad with a 92% share of revenues. «44% is covered by Europe, while 27%, definitely growing, by the United States – adds the mnaager -. The countries that are part of the APAC agreement represent 14% with forecasts of strong development for the next few years, especially in relation to China and India, while the Latin countries contribute 7%. In Europe, the main countries in terms of turnover are Germany and the UK with good prospects also for France, which gave a lot of satisfaction in 2020 despite the pandemic ».
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For the next few years, the company has numerous projects in the pipeline focused on the medium and long-term strategy defined as three years which can be summarized with three letters: Pdd, that is to say product, distribution e digitalization. «They are the three main assets on which we are working and trying to bring innovation – explains delle Piane -. As far as the product is concerned, we have now taken on the formulation concept of clean beauty which, in synergy with some actions aimed at improving aspects of corporate sustainability, ensure that we are more attractive products on the market thanks to a safer, ethical and protective aspect. ‘environment”. Hsa has expanded its team of professionals in the laboratory and created a new department that deals with sustainability and clean beauty. He has created a new space exclusively dedicated to the fragrance archive, the Holfactory Space where each customer can evaluate and choose the fragrance they prefer for their product, subsequently developed with a personalized formula.
«The second point – adds the manager – concerns an expansion of distribution, both of our brands and of the private label customers we target. Thanks to our production capacity and the variety of products we are able to formulate, we quickly went from a purely professional distribution to a presence in the omnichannel market, serving customers who operate not only in hairdressing salons, but also in e-commerce, department stores, beauty boxes and wherever the cosmetic product is increasing its presence ». Distribution expands mainly in the Asian and American markets with ongoing negotiations for the Indian market. “For Asia – he explains – a Chinese export manager joins Hsa, while for America the new Hsa USA branch is born: in addition to the private label, at the beginning of June we started the distribution of the first owned brand, Nouvelle”.
Finally, the third area on which the company has been working for some time is corporate digitalization “which this year will see the inclusion of a new management system, the strengthening and expansion of the Crm, and other digital strategies with outbound and inbound operations. with a particular focus on Asia and the United States – concludes the manager -. And to offer the maximum customization to our customers, we have worked on a new webinar room dedicated to videoconferencing.