MILAN — After completing a recent relaunch of its color cosmetics assortment, Italian beauty company Diego Dalla Palma is set to diversify into skin care and home fragrance.
A home fragrance line, including four candles and matching scents priced at 15 euros, or $17.70 at current exchange, will be the first step for the company. A cinnamon and clove candle was launched as part of a market test earlier this month. The rest of the line will be rolled out early next year.
Marketing director Grazie Zuccarini said the company hoped to launch the home line at 500 doors globally, across multiple channels.
“We want to keep this line contained and at the same time take it to other channels outside of the ones we are currently in for our cosmetics,” said Zuccarini. “We want to put the line in niche boutiques and home wares stores.”
Meanwhile, the company is busy putting the finishing touches on a 60-stockkeeping-unit skin care line, which Diego Dalla Palma plans to launch at 100 stores in February. The collection is based on ingredients derived from plants and vegetables from the Mediterranean region and a moisturizer in the line will go for 60 euros, or $70.80.
The skin care collection will include products designed for use by aestheticians and consumers, with more than one-third of the items in the line intended to be used by professionals in spas.
“We are making the brand more lifestyle [oriented],” said Zuccarini. “We are a professional makeup and beauty brand and that can extend to include other product categories.”
Along with its home and skin care lines, Diego Dalla Palma also has created a set of cosmetics accessories, which will be carried with its color cosmetics line in 700 global points of sale. Eight makeup tools — including a lip brush contained in a chic black container, a set of disposable sponges, a sharpener, eyebrow tweezers and eye shadow applicators — are priced from 7 euros, or $8.25, to 15 euros, or $17.70.
The makeup tools were inspired by Diego Dalla Palma’s roots. “Diego Dalla Palma was founded by a professional makeup artist, so these are professional, functional and sleek tools,” said Zuccarini.
In order to foster brand awareness, Diego Dalla Palma adopted a strategy this year of exhibiting at international beauty fairs to introduce its new and existing lines outside of Italy, starting from a larger space at Cannes Duty Free earlier this month.
“The Italian market is consolidated so now we are concentrating on moving outside [Italy] with our reinforced international department so we can capture new markets,” said Zuccarini, who noted the company’s cosmetics line was selling well in Dubai, Cyprus and Columbia.
While Diego Dalla Palma skipped the Cosmoprof show in Bologna earlier this year, the Milan-based company is certain it will return for the 2006 edition. Cosmoprof Moscow and Singapore are also on the company’s agenda next year. New geographical frontiers for the company will include the U.K. and North America, where Diego Dalla Palma plans to introduce the new skin care line next year.