Toni Cappellazzo

Premium Beauty News - In fact, you are the perfect proof that a medium-sized company can succeed in a very competitive market? Especially in mascara?

Toni Cappellazzo - That’s true! This is also one of the reasons for our strong growth in recent years. We have gained many new projects. The reasons are simple: our constant desire to innovate combined to a good responsiveness in terms of development to respond quickly and effectively to requests from our customers. There again, there is no secret formula, in recent years, we have heavily invested in our production capacity, in our assembly and decorations lines, between 35% and 40% over the past two years. Third reason, the close partnership we have developed with several subcontractors specialized in formulas, enabling us to develop, particularly for mascara, the product that fits exactly to the texture and its application capabilities. And finally, the fourth reason, we are one of the few, if not the only one today, to remain a family owned company in this segment. Therefore we can say that our approach is first an industrial one before being a financial one.

Premium Beauty News - Mascara remains the flagship product of Brivaplast?

Toni Cappellazzo - Yes, it is the flagship product but our expertise is also recognized in the manufacture of lipgloss, eyeliners and lipstick tubes. And as you know, there is a renewed interest in lipstick currently. As for mascara, we are integrated to manufacture both injected and fibre-based brushes and, of course, the containers. In addition to our range of standard products, we also develop an increasing number of specific products.

Premium Beauty News - Your area of influence is mainly in Europe?

Toni Cappellazzo - No, not only! As you know, we took the risk in 2006 to establish ourselves industrially in China with the clearly stated objective to be present in this part of the world to supply the Asian market. And actually I can say we were successful. Europe absorbs 80% of the production of our Italian factory located thirty kilometres from Milan. The remaining 20% go to other parts of the world and, in particular, to the United States. It is clear that our medium-term goal is to continue to increase our export strategy.

Premium Beauty News - Hence a medium size family-owned company manages to play its cards well today!

Toni Cappellazzo - Our growth on the market proves it! No? And it is certainly not finished. I would like to add that there is room for everyone, and that our industrial positioning is suited for a certain type of customer. With us, customers find what they were looking for, namely appropriate quantities, flexibility, innovation, speed of development and speed to market.

Premium Beauty News - A few words on your latest launches?

Toni Cappellazzo - We have focused at Cosmopack on Majestic pack, that’s the newest, imposing and elegant mascara container, proposed with brushes with different application: a gorgeous volumizing fibre brush, one for a perfect curling (17,2 % is the average increase of angle of curling!) and lengthening, and one for a 3 in 1, all proposed in the most trendy nuanced pack: yellow/orange, pink and rose.
Brivaplast is continuously developing new packs, new applicators, many of them patented as they are exclusives, for mascaras but also for lipgloss and... see you soon at MakeUp in Paris!