In the competitive world of professional haircare, Brelil has distinguished itself through quality, innovation, and strong industry partnerships. We spoke with Martina Mirto, Brelil’s Brand Specialist, whose strategic vision and expertise have helped drive the company’s growth.
Brelil is a well-established name in professional haircare. What are the key strategies that have contributed to its success?
Brelil Professional thrives on product innovation, professional quality, and a strong brand identity. Its success stems from advanced formulations, collaborations with hairstylists and salons, and targeted B2B/B2C communication. Marketing is key in trend analysis, new product development, and professional events.
With an in-house R&D department, Brelil ensures strict quality control by manufacturing most products internally. The brand stays ahead of trends through industry partnerships and trade shows.
A leader in professional trichology for 50 years, Brelil has 3,000+ salons in Italy and operates in 45+ countries via a strong distributor network. Its expansion is driven by synergy with the Sodalis Group, Italy’s top cosmetics and nutraceutical company. Together, they focus on quality, research, and innovation to promote well-being.
How does Brelil differentiate itself within the Sodalis Group and from competitors?
Within the Sodalis Group, Brelil stands out as the only professional hair care brand, offering a tailor-made approach for hairstylists. It balances innovation and accessibility, ensuring high-performance products.
What sets us apart is our 360° partnership with salons and distributors—not just providing products but also training, events, and business support. This ensures our clients receive comprehensive support, including guidance on market trends, product positioning strategies, and business growth.
Our constant focus on international trends also allows us to anticipate market needs and provide up-to-date solutions. We frequently collaborate on projects with our global partners and distributors, with exports increasingly crucial in our strategy.
How does Brelil approach digital marketing and online sales in a rapidly evolving landscape?
Brelil is strengthening its digital presence with an omnichannel strategy, focusing on social media marketing and content creation. We build a professional community through tutorials, masterclasses, expert advice, and trend insights, while collaborations with top hairstylists enhance brand visibility.
Distributor partnerships are key. In August 2024, we hosted a Colombian masterclass with 500+ hairstylists featuring Paul Gehring and Encarna Pachon, whose trendsetting looks gained global reach via social media. We prioritise professional distribution over e-commerce, ensuring products remain exclusive to salons and experts.
How does Brelil integrate sustainability and ethical consumption into its marketing, product development, and communication strategies?
Sustainability is becoming a central pillar in Brelil’s and Sodalis Group’s strategies. This year, the group released its first sustainability report, reinforcing our commitment to responsible business practices. We are committed to reducing our environmental impact through packaging innovation and formula development. Specifically, we focus on biodegradable, vegan, and free-from formulas. Additionally, we collaborate with local suppliers to promote sustainability and social responsibility within our value chain.’
What are the main challenges in expanding into new markets, and how does Brelil adapt strategies to different consumer behaviours?
International expansion requires a deep understanding of local market dynamics, consumer preferences, and regulatory requirements. One of the key challenges is maintaining a consistent brand identity while adapting to the unique characteristics of each market. To address this, we work closely with local distributors, providing them with the necessary tools to position our products optimally.
We also develop customised products and dedicated solutions for specific geographic regions, ensuring a tailored approach to different consumer needs. Training is key, too—we regularly send our education team abroad, like recent workshops in Uzbekistan, where we conducted in-depth workshops for local professionals.
From your experience, what advice would you give to young women looking to build a career in beauty marketing?
The beauty industry is dynamic and constantly evolving, so having an open and innovation-driven mindset is crucial. I recommend developing multidisciplinary skills, combining knowledge in traditional marketing, digital marketing, trend analysis, and product management. Additionally, building a strong professional network and having a deep passion for beauty and cosmetics will help you stand out in this competitive market. The best way to break barriers is through competence—once people see your expertise, biases fade.
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