Dolce&Gabbana relaunches beauty with an eye on Gen-Z

The Milan fashion powerhouse made the move after terminating its licensing deal with Shiseido last year, the latest in a series of licensing deals Dolce & Gabbana had entered into since the fragrances launched a while ago. 30 years.

Luxury fashion brands have long had beauty segments, while only a few, namely Chanel and Dior, handle manufacturing and distribution in-house. While perfume has long been the beauty standard bearer for many fashion houses, cosmetics is increasingly becoming a means of reaching a younger clientele, with brands such as Gucci and Hermes offering their palettes of catwalk colors in elegantly bottled nail polishes.

Dolce&Gabbana aims to grow cosmetics from 2% to 15% of its beauty business within five years of launch in 2023, said Gianluca Toniolo, new chief operating officer of Dolce&Gabbana Beauty and former chief executive of LVMH global travel retail fragrances and cosmetics.

Beauty currently generates 1 billion euros in annual turnover.

The new division will include fragrances, the bulk of the current business, as well as cosmetics and skincare. The first new fragrances should be launched next year, and cosmetics will follow soon.

“The first strategic objective of the beauty category at Dolce & Gabbana is to create a strong link with fashion,” said Toniolo. “Domenico Dolce and Stefano Gabbana are involved in the same way as in fashion, and this will allow us to speak in the same language to convey the stylistic canons evident in fashion also in beauty. “

The new strategy will allow the brand to reposition its beauty products with selected business partners who already sell their fashion, but also to expand geographically, for example in the United States, where Dolce&Gabbana cosmetics are not currently sold.

Dolce&Gabbana’s beauty expansion plans coincide with other areas of diversification, including home design, which will be unveiled at the upcoming Milan Furniture Fair in June, as well as food and beverages through a series of partnerships.

Alfonso Dolce said the new ventures provide “an opportunity for the brand to engage with customers” in a new way.

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