Estetica Export has interviewed Alessandro Lievore, CEO of MY.ORGANICS
Please introduce MY.ORGANICS.
“After years of activity in the haircare sector and after having refined our interests in green issues, in 2012 MY.ORGANICS was founded with the intention of offering a wide range of professional products for hair and skincare to the top end of the market.
MY.ORGANICS customers are interested in a high-quality product that is also driven by more conscious choices: our formulas are the result of a careful selection of the best raw materials and are enhanced with the addition of certified organic ingredients.
Thanks to the daily commitment on several fronts, MY.ORGANICS is today a 100% Made in Italy company that has a global network of official distributors and over 4,000 salons in 23 countries around the world”.
What makes your brand successful?
“Definitely our values. Among these, we’d like to mention the control of the supply chain, whose sustainability for us is fundamental in every step: from the choice of raw materials to the placing on the market of products that reflect our conscious choices, even in packaging.
A plus of MY.ORGANICS products come from our commitment to Research and Development on the highest performance standards and in the study of sophisticated textures and refined fragrances.
We believe in the added value of Made in Italy, that being part of the very essence we never fail to communicate to those who choose us in the world.
Internally, we value the human factor as an element of decisive growth: our resources are actively engaged and we approach business life by fostering cohesion and mutual trust.
Finally, it is impossible not to underline our dedication to training: on the one hand, the MY.TRAINING project, a comprehensive coaching programme and shows aimed at our salons and held by the leading international experts in the field, the MY.TEAM ACADEMY. On the other hand, regular training courses for our distributors”.
What is the importance of export to your brand and which countries are your best markets? Do you intend to expand into other international markets?
“Export is a fundamental part of our business. In addition to the European markets, MY.ORGANICS has had a huge success in Australia and some Asian countries.
At the moment we are selecting new distributors through different channels that can bring MY.ORGANICS in the areas not yet covered, such as Canada and South America. This is a very important activity that we hope will give life to new and interesting collaborations”.
How did your company face up the troubles brought about by the pandemic? How are you moving forward now?
“The biggest challenge for us during the pandemic was to be able to create moments of union that would allow our customers and collaborators to feel close, part of the same great team, and to pass on the scents to them, the textures, the sensations that characterize every MY.ORGANICS product.
Fortunately, thanks to several online initiatives especially related to training, we managed to do so and now we are back, stronger than before”.
What are your hopes and plans for the future?
“Surely we will strive to create new formulas even more effective and “green” and to make our products more and more sustainable. Thanks to our Research and Development team we study daily active ingredients, packaging and solutions that help us to realize our strong desire”.
Do you believe online activities can help your business?
“We believe that digitalization is a tool that can increase the potential of our already cohesive sales network. The opportunities that the web offers us, consolidated even during the difficult period of the pandemic, are many: the organization of online training courses, webinars, even real digital events or online participation in fairs and events”.
Hair and beauty fairs are now starting up again. Do you believe they are important to our industry and will they change as a consequence of the pandemic?
“Absolutely. For our sector, it is essential to return to live participation in Beauty fairs because they are a tool of peerless utility to network and consolidate new professional synergies.
During these two difficult years, there was certainly a lack of direct professional confrontation and contact with each other, factors that make the difference in the communication of the brand to a loyal audience or potential stakeholders.
In this new historical moment of momentum, we hope that the exhibition sector can transform past difficulties into opportunities and good practices to be adopted in the future, thanks to new skills acquired during the period of Covid, that forced the entire industry to rethink itself completely”.
