Alfaparf to Attack the Indian Market : Unveils at Professional Beauty India

Delhi based distributor Yerazig Impex are the official distributors of Italian ( Milan ) professional brand Alfaparf Milano in India . Yerazig has a varied experience of distributing cosmetic and watch brands like Ferrari, Iceberg, Spillman, Alvin Connor, Elysee  in the Middle East and Asia and has bagged Alfaparf and American men's skincare brand Amenity for distribution in India . In an interview with BE, Director- Marketing, Arpit Jain shares his ideas about the brand and plans ahead.

You have launched Alfaparf at the Professional Beauty Show. Why did you choose this brand?

  Alfaparf  Milano is a visionary company dedicated to elevate the art of  hairdressing  beyond the ordinary i.e . to the couture. The brand allows collaboration with leading hairstylists in over 90 countries besides constantly exploring  new methodologies and new materials to expand the creativity of the professional.  The brand also has unique association with the hairstylists of AD MILANO, Architects of Design Milano, tie-ups with hair academies  like Mahagony London, allows ALFAPARF to be at the forefront of artistic design.   Everything Alfaparf does, whether it's their products, brochures, or launches, they do it in style.

We discovered a new realm of artistic inspiration and couture  fashion, while  discovering Alfaparf , and we thought to forward the same experience to India , a country, that has a love for high- end fashion , and acceptance for quality products.    Impressed by the Alfaparf's image in the global beauty industry, their   quality of products , the designing, technical center s , we would be bringing to India   the highest level of Milano Couture &   Products , exclusively for Indian stylists and Professional Color Artists.    We made first public appearance with ALFAPARF in India , at PBI, 2007 Greater   Noida , to make people aware and inform them of the final launch of ALFAPARF in  India , in FEBRUARY, 2008.

 

What are your plans regarding supply of these products across India ? How many salons are you targeting and where?

ALFAPARF, would be distributed to highest level of Professional Salons in India . We would be starting with Delhi , Mumbai, Punjab , Bangalore , Gujrat and  Rajasthan, where we already have few tie-ups with High –end Professional salons, and by October 2008, we plan to launch in other cities with  huge potential like Hyderabad , Pune, Calcutta , gradually moving towards southern part of the country.

The modus operandi, would be : Distribution of products to High , and Mid to High, segment Professional salons across the country, potential tie-ups with them, p roviding regular trainers and technical support , to these salons for constant training, education,and teaching new , hair cutting techniques, product usages, and educating them about ‘hair artistry'. Besides, regular trainings, we would be also be providing few other incentives and benefits to our Salon Partners, upgrading salon interiors and renovations , being one of them.

How many SKUs are you launching immediately- is it the entire international range of Alfaparf?

ALFAPARF  has a  very wide array of quality and innovative products. We have a special product line, specifically designed for different needs/ types of hair. Some of them being- Semi Di Lino Dimante   – a complete range of products for Instantly Visible Shine results in every step from shampooing to styling. Formulas are rich in active ingredients derived from Linseed extracts , known for its shine-enhancement, anti-oxidant, protective & restructuring benefits.

(products include shampoos, conditioners, masks, essential oils, diamond crystal serums, leave in treatments, and styling range); Nutri Seduction – for d ry or frizzy hair has  Cashmere and Orchid extracts; Hair Power – the first treatment line with nanospheres designed to solve Scalp problems such as Dandruff, Seborrhea, thinning hair and hair loss; Hair Anti Age- The first complete treatment to keep hair looking young , and  gives a new thickness and fullness to hair.

And other like MIDOLLO for strengthening and revitalizing; Splendore Di Flori Di Lino -  a line dedicated to Extreme Color Protection in hair;  a transformation system for creating curly, straight, or multi-texture hair, without varying strength formula es with products including hair straightening creams, movement products, perm system, neautrilizer, Miracle Serum, and a Heat Protector in the Hydra Texture and the Linea Salone – a line dedicated to Professionals, a complete range of    Professional hair products for back bar service. The brand also supplies permanent colours, Ammonia free and direct application colours,   bleaching products etc. In Fact, we have products to offer for every Professional , working in any part of the   country, on any hair type.

We would be going full-fledge with all the product lines of ALFAPARF in India ,  offering products and treatments to every Professional, Salons & Spas centers , we can reach to.

Which products or lines would you think will be successful in India ? How about Alfaparf's colours?

All the Products are specifically Designed & manufactured , keeping in mind the different h air structures , and Hair needs, and hence, have an importance of their own. Semi Di Lino Diamante is our best selling product line across the Globe, and would surely, continue its trend here in India too.

Also, there are a lot of scalp related problems in India , and hence, Hair Power, Midollo, & Nutri Seduction is expected to have a great demand here as well. Of course, our Color System –‘Evolution Of Color', is termed ‘ Couture ' by Professionals using it, as it shows the detail of reflection in the hair. Its like a detail, we see in the most expensive clothing, now we can see this detail in the hai r too. This is the quality our clients are looking for i.e. ‘ the Couture Quality' ..

Today it's really important to have a lot of different choices of colours, as you see many different colours in the clothes .  Evolution Of Color has ‘116 Shades of Colors,' and so Professionals can be really selective , on what colors they need, and how they can mix those colors together. It's the biggest color chart in the world. We also have Ammonia Free Colors ‘ Color Wear', the most sublime  tone-on tone color . With 48 Shades on offer, Color Wear  gives Intense & Ultra-Luminous Reflects, with unparallel lasting power, making hair extremely conditioned & soft . Color Wear Colors from ALFAPARF, lasts  30 % longer on hair than any other Brand available in the market .

Besides, these, we also have Few Shades in Direct Applicant Hair , Jean's Color, and is a hotcake among the youth. In ALFAPARF, we share our Passion for Creativity and Dedication to our Profession , producing innovative products all the time.

How do you plan to improve brand awareness?

Indian market is a very huge market, and at the same time, a very competitive market. We would be doing Regular Hair Shows , Seminars, and Training sessions for the salons , in each city. Also media promotions brand visibility, and making the Professionals, as well as Consumers to some extent, aware about the Brand, and its Activities.

There are offers for  Corporate Branding, for the Club Salons, and Salons with yearly Contracts & tie-ups. Our Marketing Managers, would be taking care of the editorials in the magazines, and daily newspapers , informing public about the L aunches, Brand activities, and latest developments .

How does the brand pricing compare to a L'Oreal, Wella or TIGI?

The pricing of ALFAPARF products , is quite significant. We have tried to keep the products quite affordable & fairly priced. On an average , around 12-15 % lesser than the brands , available in the market.

Could you highlight the global position of Alfaparf currently?

ALFAPARF, is a global brand with presence in over 90 countries .  It is t echnological excellence and ultimate product   quality…Guaranteed .     Expanding professional artistic capabilities can only happen  through innovation in technology. Our association with two, specialized, university research laboratories allow us the unique opportunity to explore the very latest raw material and technological breakthroughs. How these new discoveries may affect the future of   hair products is the technical expertise of our imaginative team of ALFAPARF  Milano chemists and formulators . And to realize these products and guarantee the ultimate quality of their production, ALFAPARF Milano, has invested in building 5  world class manufacturing centers.

ALFAPARF Group is the Biggest Italian company in the field of Cosmetics &        Beauty . And ALFAPARF, is the best selling brand in most of the countries , it is   available in.