Meet a Sales and Business Development ExpertFranca Zanovello of Zanovello Consultants
The biggest pain point for most beauty brands is wholesale. Just how do you get on the shelves of your dream retailers? So many people set out to do this on their own and throw up their hands in frustration. Can you do your own sales? The answer is yes - but that doesn’t mean it is the best way for everyone.
Franca Zanovello is someone I never stop recommending. She is the founder of Zanovello Consultants and has over 20 years of experience in business development, sales and marketing for beauty brands. I first met Franca in 2002 when we were both working at LVMH on the iconic Italian beauty and lifestyle brand Acqua di Parma.
To be honest, I was very intimidated by her because she was and is just super elegant and chic - and she knows her shit! We did become great friends, and have enjoyed working together on many projects.
Little known fact: Franca is a great dancer and was the last one on the dance floor at my wedding!
Franca is Italian and hails from a beautiful part of Italy where she was raised by a family of creators and artists. She has a very special and unique creative sensibility that is paired with a head for business like none other. She loves to support indie beauty and wellness brands, especially those that make sustainability a priority.
I asked Franca a few questions to help you get a better understanding of what working with a sales consultant like her looks like. I also learned some things about her that I never even knew!
Aimee: How did you get your start in the beauty industry?
Franca: I always loved beauty and especially fragrance from an early age (at 5 years old I used to secretly wear Violetta di Parma fragrance that I discovered in my grandma’s vanity) but it was over 20 years ago when I formally entered the cosmetics industry, working with my first brand: Acqua di Parma. I was fortunate to work on launching and growing this brand from the very start - when it was unknown and only had three products and no distribution - all the way to the brand acquisition by LVMH. I eventually went on to manage the brand at LVMH.
Aimee: And that is where we met! It was not only a dream for me to work with Acqua di Parma but working with you was even better. I learned so much from you. What are some of the brands you have worked with?
Franca: In addition to Acqua di Parma, I have worked on 30+ brands in my many years in the industry. This includes both US and international brands - among them are Santa Maria Novella, Jurlique, Orlane Paris, Serge Lutens, Kahina Giving Beauty, Dr Alkaitis, Foria Wellness, Kreyol Essence, Patyka, Emilie Heathe, and Loli Beauty.
Aimee: Your roster of brands is so impressive, and I am so lucky that we got to partner on many of these with me leading the PR push. What would you consider to be your speciality?
Franca: My specialty and passion is collaborating with clean and conscious beauty and wellness brands.
Aimee: What do you help your clients with that they might struggle with on their own?
Franca: I help them with wholesale development, sales, retail partnerships, business expansion and any support needed for the brand to stand out and succeed. I also ensure that everything from the product labeling to the brand messaging is up to the standards necessary for retail success.
Aimee: How has the pandemic changed the face of retail? How can brands adapt?
Franca: It has been a tremendously challenging and fast changing time for the beauty industry. Brands must quickly pivot and adapt, as the market is shifting faster than ever. Brands need to be able to communicate and tell their unique story better and faster as their customers, who are super informed and well educated on beauty, ingredients, products, today shop across different channels both online and offline. Brands need to be prepared and always work with an eye on the future.
Aimee: What are some things retailers want to see from a brand?
Franca: Innovation. Highest quality. A unique story. Effectiveness and Proven Results. Unique Ingredients or Technology. A great IG Following. Correct Price Positioning. Strategy and vision for the brand’s future. Support and Partnership (marketing, sampling, GWPs, PR) Experienced Team. Founder’s Story. Beautiful Packaging Design. Sustainability Efforts. Brand Social Mission.
Aimee: What excites you about the beauty industry right now?
Franca: There is remarkable opportunity and freedom that are available today to anyone, whether you are a single individual or company, to conceive, design, produce and market a new, unique beauty idea, product or brand.
Aimee: What should a brand expect for the first year of working with you?
Franca: They can expect that they will have a true and trusted, experienced partner that will guide the brand and the company to meaningful growth. I will all the while provide support for their team in every aspect of their business and path as needed. They can expect me to be able to go in front of key retailers that are relevant for their brand - and possibly to launch at great retailers and make some big sales!
Aimee: That sounds so exciting! What is your biggest win for a brand you have worked with recently (or more than one)?
Franca: In the past year alone, I launched an indie skincare brand at Ulta online and in store ,another indie skincare line at Walmart.com, as well as other brands at key retailers like Anthropologie, Bluemercury, The Detox Market, Thrive Beauty, The Hut Group, Shen Beauty, CO Bigelow and more. I am thankful for the brands I work with and the amazing, long lasting retail partnerships I have built. Most of all, I particularly love to work with indie and emerging clean brands and specialty retailers!
Aimee: Tell us one thing about you no one would ever guess!
Franca:I have an adventurous spirit and a curious mind. I am a scuba diver Padi certified and I have lived in Singapore, Hong Kong and London, all cities that I love very much.
