In the dynamic realm of Italian fashion and beauty, Dolce&Gabbana takes a groundbreaking step, reshaping the narrative of beauty with a focus on makeup and fragrance. Gianluca Toniolo, the Operating CEO of Dolce&Gabbana Beauty, shares insights into the brand’s strategic vision and the milestones achieved in this transformative journey.
**Strategic Vision and Direct Management:**
Gianluca Toniolo discusses the shift from a licensing system to direct management, emphasizing the goal of elevating the beauty category to align with the brand’s other iconic products. Dolce&Gabbana emerges as the first Italian fashion company to manage its beauty category directly, realizing a 30-year dream of founders Domenico Dolce and Stefano Gabbana.
**Building the Dolce&Gabbana Beauty Brand:**
Toniolo unveils a clear strategy to elevate the brand, introducing new products that resonate with the brand’s DNA. The launch of Devotion fragrance exemplifies this strategy, swiftly becoming a top-selling product. The brand aims for cohesion across different categories, creating a unified language for fragrance, makeup, accessories, and jewelry. The objective is to engage with a younger audience through accessible price points.
**Defining Dolce&Gabbana’s DNA:**
Toniolo emphasizes the brand’s core values, with Italianness at the forefront. Dolce&Gabbana Beauty is proudly 100% made in Italy, collaborating with top local artisans and producers. The brand’s DNA reflects a commitment to quality, authenticity, and the essence of Italian craftsmanship.
**Global Expansion and Structured Company Setup:**
Toniolo details the global expansion plan, highlighting the recruitment of 270 professionals from 27 countries within eight months. Subsidiaries in strategic locations, including Miami, Dubai, Singapore, Paris, Milan, and Spain, enable efficient management of key markets. The brand aims for a significant retail presence, combining selective perfumeries, dedicated beauty boutiques, and digital strategies.
**Retail Distribution Strategy and Unique Beauty Spaces:**
The dual strategy of selective perfumeries and dedicated beauty boutiques unfolds, with the first boutique recently opening in Hong Kong. Dolce&Gabbana plans beauty flagships in major global capitals, blending physical and digital retail experiences. Notably, the brand pioneers in dedicating substantial beauty spaces in its fashion stores, emphasizing the importance of beauty as a complement to fashion.
**Year One Success and Future Outlook:**
Toniolo reflects on the first year’s success, highlighting a nearly doubled turnover, reaching around 1.5 billion euros in 2023. The decision to invest over 400 million euros in taking over the beauty category is seen as a courageous move, solidifying Dolce&Gabbana’s position as pioneers in the industry.