The track record of this Italian company specialized for the past 20 years in the creation, development and production of perfumes and cosmetics, is quite impressive. Its main strength: an amazing ability to offer brands and distributors innovative beauty concepts by anticipating trends and integrating a digital dimension.

Katia de Martino, founder and general manager of Essentia Beauty, says, “Following our intuitions and our ideas has naturally helped us push the limits of full service to meet the expectations of an evolving consumer looking for novelties and new experiences.”

Twenty years ago, Essentia Beauty was a forerunner in this full-service approach and all these years has honed its team to be able to combine expertise and responsiveness. “Indeed,” says de Martino, “experience is paramount in this trade, because of the mastery of the supply chain, of the quality of the finished product and of deadlines dependent on it.”

In order to meet the market’s various needs, the company has set up a variable-geometry organization, which was granted the ISO 9001 certification this year. The company is forging on with the development of its core business: create makeup, beauty care and fragrance lines, which are differentiated and consistent with each brand’s DNA.

To offer fast-to-market beauty products, Essentia has developed creative packaging solutions that are easily customizable with ready-to-go formulas.

“Finally,” explains de Martino, “we are working on the development of innovative beauty concepts with a consumer-centric marketing approach that integrates the potentials offered by digital technologies.”

Essentia has clearly focused its investments on 360° innovation, formulas, packaging and digital. Thinking in terms of crowdsourcing, the company created a web platform called “ALLMAZING” focused on Beauty & Fashion, which, thanks to a blog, connects and brings together a creative community and organizes creative contests, thus fueling its creative capacity.

Always in a mindset of customization, the in-house team of industrial designers is capable of working on requests for personalized packaging, from the development to the production phase.

“In conclusion, we can say we have gone beyond the notion of full service,” explains de Martino. “Our mission is to create unique concepts, meeting the expectations of ultra-connected and informed consumers and to accelerate their marketing, a major challenge to stay in the race.”

For example, according to the CEO of a major brand: “Given the evolution of the beauty market, today, agility is more important than size. This newfound awareness of market leaders gives a human-sized structure, like Essentia Beauty, all its legitimacy.”