MILAN — Italian cosmetics retailers and manufacturers are sailing into the headwinds of the country’s roiled economy with new retail formats and marketing strategies to seduce customers.
Collistar, the midmarket cosmetics brand that has been Italy’s top seller for a decade, saw flat sales for the first time in its 30-year history in 2012. This year, said chief executive officer Daniela Sacerdote, the company is rolling out monthly promotions, such as an anticellulite cream with a massage roller for 45 euros, or $58 at current exchange, that comes with a gift mascara worth 21 euros, or $27.
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