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“The market is shifting from colour to texture,” Romualdo Priore, Chromavis

In wake of the acquisition of Italian company Chromavis by French Fareva group, which was announced at the end of August, Premium Beauty News talked with Romualdo Priore, Executive Marketing Director at Chromavis. The two entities, which are complementary but very different in their culture, have initiated their reorganization with the aim to maximize synergies.

Romualdo Priore, Chromavis

Romualdo Priore, Chromavis

Premium Beauty News - How is the integration of Chromavis within the Fareva group happening?

Romualdo Priore - For Fareva, the acquisition of Chromavis is a new experience. Although the group has made numerous acquisitions during the recent years, Chromavis will be the first independent entity within Fareva. Actually, the two companies are very different with very distinct product portfolios. Fareva is a strong filler and contract manufacturer, in particular in the skincare or aerosol fields. Chromavis is renowned for its innovations and technological products in colour cosmetics.

Furthermore, Fareva has a large international network with strong manufacturing capabilities; these are strong assets and real opportunities for the development of Chromavis.

Eventually, Fareva owns manufacturing sites that are OTC approved by the US FDA and this is an important advantage for developing sales in the US market where most of the make-up products have SPF claims, and are therefore classified as OTC drugs.

Premium Beauty News - The acquisition of Chromavis is also the opportunity for Fareva to enter the nail polish market.

Romualdo Priore - Indeed, in 2010 Chromavis acquired Durlin France, one of the world’s leaders in the development and production of nail polishes. Durlin had a catalogue of high quality products and we brought our strong marketing culture to them.

Premium Beauty News - What are your latest innovations?

Romualdo Priore - Based on our expertise in baked powdered products, Chromavis is the world’s leading producer of these kind of products, we recently launched Metamorphosis a new kind of formula, more creamy, providing increased transparency and a second skin feeling. Actually, the market is shifting from colour to texture, seasonal collections are no longer the norm.

Interview by Vincent Gallon

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