Hi Beauties,

schaut mal, wir dürfen uns auf neue Düftchen von Mazzolari freuen (Monforte 2 und Weisse Blüten)

LG Via

MILAN — Italian perfumery chain Mazzolari is responding to a sluggish European market by expanding its own brand of luxury beauty lines.

The lines include 11 fragrances, a 25- stockkeeping-unit bath line and a 60-sku skin care line. Mazzolari skin care has three lines, all manufactured in Italy: Jukino Shing Yu, Terme Imperiali and Imperial. The lines’ packaging has undergone a restyling, including white rice paper cards and ribbons and frosted white glass.

The products are sold exclusively in Mazzolari’s five Milan stores in addition to its 11-store chain of commercial center perfumeries, located in North Italy, called Olimpia Beauté Mazzolari. Distribution also includes nearly 30 doors in Germany, France, Belgium and Switzerland.

Mandelli said that since restyling the products’ sales have increased twofold in two years. She said their success is due to a niche appeal and luxury prices. “We are staying firmly with our pricing for our lines — I wanted to create products consumers desire,” said Mandelli. “It is also important the Mazzolari brand stays niche.”

Mazzolari fragrances retail for $96, or 80 euros at current exchange; 500-ml. bath foam is priced at $18, or 15 euros, and the skin care lines range from $48 to $144, or 40 to 120 euros. Mandelli said salespeople promote the skin care products as matching the quality of brands such as Sicily and La Prairie.

Mazzolari fragrances also have recorded steady sales. In the past six months, 1,800 bottles have sold in Italy and 1,800 bottles have sold in Germany.

Mazzolari’s most expensive moisturizing cream under the Jukino Shing Yu brand, priced at $144, or 120 euros, sold an average of 60 pieces a month per perfumery. In total, the three skin care brands sold 974 products in the last month.

The firm will launch seven new sku’s in June. Two colognes include Mazzolari Monforte 2 and Mazzolari Fiori Bianchi, priced at $96, or 80 euros. The bath line will be expanded with three bath gels: Frutti Amari, Brezza Marina and Vanigla Cocco, retailing at $17.95, or 15 euros, each. The Jukino Shing Yu skin care line will launch a face scrub and a body remodeling cream.

LG Via