EsteticaExport has interviewed Nicola Vitulli, Marketing Manager at Kaaral, a family-owned Italian company, producing and distributing haircare products to thousands of professional salons worldwide.
How would you describe Kaaral?
“For over 40 years, Kaaral has symbolized the quality and style of Made in Italy by offering the hairdressing professionals innovating solutions, quality products and ongoing education. Kaaral focuses on customer care, new business opportunities and growth – achieved through brand development actions.
Kaaral’s production facilities are located in Italy. The company has been awarded 100% Made in Italy certification. Kaaral is also certified according to Quality UNI EN ISO 9001:2015, Environment UNI EN ISO 14001:2015, GMP (Good Manufacturing Practices) UNI EN ISO 22716:2007, and Security UNI ISO 45001:2018.
With the adoption of its code of ethics, Kaaral clearly establishes the set of values and principles to which the company conforms and with which it rigorously observes everyone involved with the company.
Research and development are Kaaral’s strengths. Each product formula is studied and developed by a team of specialists in the company’s Lab. That’s why Kaaral products embody a perfect balance between scientific research, innovation, and market trends. Kaaral’s environmental commitment is a key aspect of its production chain, from renewable energy to water and air treatments, to packaging materials. Kaaral also provides Private Label services to a discerning clientele”.
Where do you export and which other countries are you interested in exporting to?
“Kaaral’s brand growth on the international market is constant, thanks to the partnership with leading distributors, which along with the quality of its international structure and its sales teams are the strengths of the Kaaral brand, making it ambassador of the Made in Italy in more than 40 Countries, in Europe, Asia-Pacific, Middle East, Africa and America. Our focus is to consolidate our relationships worldwide, especially in Northern Europe and the Middle East markets”.
Do you believe in online activities?
“We believe that it is essential to have more and more points of contact with our professional customers, in both the real and the digital worlds.
Operating to a multi-channel model means Kaaral can accompany professionals towards shared business goals, following the most suitable path for each of them.
In addition to our Officina Creativa Academy, we also offer an online platform dedicated to training with video tutorials and live streaming of events and product previews.
We also believe in the full-on management of social media channels, always keeping in mind the international B2B target markets. This allows us to conceive, create and optimize online communication strategies”.
Do you think trade fairs are important to promote export in our industry?
“Although the points of contact with distributors have multiplied, we always consider human contact of vital importance. International trade fairs offer the chance to weave and consolidate relations with our customers, as well as being always an important showcase for new and potential customers”.
What are your plans for the future?
“Our goal is to continue on our path towards an increasingly sustainable approach with the least possible impact on the environment and people. That is why our investments focus on concrete actions in terms of sustainability, ethical approach, research and development and respect for human resources. Growth is important, but we want to do it healthily, by keeping the values that distinguish family businesses, that we proudly believe in. Kaaral’s direction is always focused on Made in Italy Beauty and Well-Being for people and the Earth”.
In recent years, the hair & beauty Industry is showing great resilience and ability to recover even in times of crisis. Do you see the same phenomenon in your area? What are the reasons?
“Our sector is resilient because it has in itself a fundamental characteristic: the search for beauty, an endless and constantly changing process, which follows the natural evolution of mankind.
The pandemic was a difficult time, but we are witnessing a renaissance that brings with it even greater growth than in the past, as the distributor and the consumer became more aware and asked for quality products, made with selected raw materials with the highest standards.
All the markets in which we operate are affected by this new approach and we are pleased that Kaaral has been chosen for all these characteristics”.
What do you see as the most significant new trends in our industry?
“The change of direction in formulations, towards those with a lower environmental impact and greater respect for the health of the hair, the environment and the people’s lifestyle. Our plant is designed to have the least possible impact, in terms of energy and water purification.
At Kaaral we have always followed this path and we created a range of Hair Care and a line of Hair Color 100% Certified Vegan, MARAES, which embodies environmental commitment, modern technology and professional performance in one product.
Kaaral’s sensitivity to the environment led to the choice of ICEA Vegan, a certification issued by the Institute for Ethical and Environmental Certification, which identifies on-the-market products obtained without the use of ingredients of animal origin.
Consumers and distributors are more and more aware of the importance of using specific products for professional results. The real challenge in today’s market is to match fashion with hair health and low impact on the Earth. Our R&D laboratory are up to the task.
With specific reference territories where you operate – what does an imported brand need to be successful in the countries where you operate?
“A strength point for Kaaral is the export commercial strategy, focused on the ability to adopt specific marketing policies for each market.
Every market responds to its rules and needs, in terms of culture and trends of the moment, and it is always listening to the market that you can intercept these needs. The most important thing, however, is to cultivate healthy and lasting relationships with the distributors. In this way, you can achieve the most important goals as a global and dynamic international team, which we call the Kaaral Family!”
