Hidden champions

Beauty by contract. Italian contractors active in the beauty market are many, and yet, at the same time, they have known how to conquer the world with scientific ability, technological knowhow and a capacity for service. The experience of Pink Frogs was emblematic, as this concern is committed to making value of its characteristics as an all-around supplier/producer.

These fully fledged protagonists of the sector cosmetics business have so far remained behind the scenes, but the changes and the objectives which Pink Frogs (a “hidden champion” par excellence) has planned for itself foretell big changes for the entire sector.
«In our sector a lot of work is performed from an “out of the way” position, mainly in order not to threaten the image of the major brands» explains Matteo Locatelli, owner of Pink Frogs (based in Rozzano, outside Milan). «However, in recent months we have focused on highlighting our differences in terms of research and development, putting out highly innovative and cutting edge formulas for the cosmetics market.
One such case is the formulation of “wow effect” products, which are an absolutely new addition to the market, rich with latest generation active ingredients with truly astonishing textures. But we are also experimenting with a new approach to put ourselves out there in terms of communication as well».
And the results did not make anyone wait: indeed, at the last edition of Cosmopack the company won the “Innovation & Inspiration Award” for best innovative skincare formula, for an extremely versatile three-phase product that can be adjusted for different uses on face, body and hair.

Ad hoc formulas and packaging. «Riding high on our expertise, we now intend to carefully select our packaging suppliers - states Locatelli - because we believe that operating in synergy with similarly minded concerns can offer an added value to our end users. That’s why we have undertaken partnerships with packaging manufacturers, developing exclusive formulas for some of their products. One example is our collaboration with Albea, for which we developed a detergent that can only be used with a special doser of their invention».
In the wake of this experience, in 2015 the co-marketing operation expanded, involving three concerns of the caliber of Aptar (cosmetics dispenser manufacturer) and Eurolabel (adhesive labels), with the purpose of transmitting in a single product the specific qualities of each concern involved. «An industry was thus created that enables proposing to the cosmetics market a complete and high quality product in terms of formula and packaging»

Communication in the field. Pink Frogs showed at Cosmopack, presenting itself in its renewed garb: a large and more visually impactful stand enabling the concern to better present its latest creations.
A standout example is the new Tricky Areas Cellulite Stick, specially designed to combat this skin condition in specific areas of the body.
«What makes this product special - explains Locatelli - definitely lies in its nicomenthyl-based composition (an exclusive, patented active ingredient), but especially in its stick packaging. For the first time, in fact, a treatment for this condition takes a new form, different from the usual tube or jar. In practice, we have managed to make the anti-cellulite formula evolve in an unconventional packaging such as the stick form, enabling different uses and the use of one’s hands».

Promoting conscientious consumption. However, the novelties do not stop with the proposal of new packaging and formulas. This year Pink Frogs once again participates in the competition “the Wall”, organized by Cosmopack, which, along with Expo 2015, will focus on the theme of sustainability. «In order not to trivialize an already often exploited concept and give a strong push to the topic, we went the extra mile -highlights Locatelli - offering not only the life cycle assessment (LCA) of a cosmetic product (accounting for the impact of its production during industrial processes), but also the involvement of the end consumer in a responsible use of the same product. In the conviction that awareness makes the difference, we designed the first “responsible use” label, which makes it possible not only to know how much the production of the cosmetic product has impacted the environment, but also to estimate which repercussions the consumer’s own behavior will have. That has been made possible thanks to the help of accredited organizations that helped us set the parameters of the various phases of use and disposal of various cosmetic product types».

Pink Frogs is a cosmetics manufacturer founded in 1979, consolidating a family enterprise born 40 years earlier.
Today the concern produces exclusively as a contractor, dedicated to whitening products and detergents, skincare and hair care, perfumes containing alcohol and toiletries destined for all distribution channels (department stores, pharmacies, perfumeries, professional beauticians, herbalists, hair salons and selective niches). The concern guarantees a complete production cycle, from research and development of the formula to production, packaging and customer delivery. Pink Frogs is recognized by national and international markets alike and has always collaborated with the major brands of the sector. In 2014, for the occasion of its 35th anniversary, the concern revamped its organizational structure and communication management, enacting a plan for transformation.