On September 18, 2019, ‘Beauty Made in Italy’ and the Italian Beauty Council (IBC) hosted a panel discussion on “Italian Brands & Retail Opportunities: Strategies for Success” at the Italian Trade Commission in New York City.

Welcome remarks were given by Italian Trade Commissioner in New York, Maurizio Forte. The discussion was moderated by Mickey Alam Khan, editor-in-chief of Luxury Daily and featured panelists Maggie Ciarfardini, CEO of Maggie Ciarfardini Inc & former CEO of YSL Beauté USA; Marcia Gaynor, beauty retail executive & former DMM prestige beauty, Walgreens Boots Alliance; Bettina O’Neill, president of Bettina O’Neill & Associates; and Larah Stromberg, senior beauty & wellness buyer, Anthropologie. 

The panel covered an engaging discourse with beauty buyers, retail and professional channel executives and experts on why they choose Italian products, what they look for when bringing in new brands and how brands can best succeed once in store.

Takeaways

The panel concluded:

-It is better to start with a smaller distribution to a few stores in the U.S. market and have great success, rather than distribute to a large number of stores and not be as successful. Bigger/more isn’t always better.

-Know your brand and who your customer is. Be prepared when speaking to buyers and have a clear vision of who is buying your products. 

About IBC

IBC is part of the ‘Beauty Made in Italy’ program launched by the Italian Trade Commission and Cosmetica Italia to promote the awareness, availability and excellence of Italian beauty brands and products to the U.S. market and consumer. The Italian Beauty Council was created to support this program and help guide the conversation on I-Beauty. This advisory group of Italian professionals and specialists from the beauty industry offers advice, knowledge and personal experience to the ‘Beauty Made in Italy’ member companies.