Italia is a priority for Omia, which is focusing on biotech
Omia complements the portfolio of the Bolton Group – an Italian multinational operating under brands including Borotalco, Acqua alle Rose and Collistar – with a range that combines natural ingredients and scientific research. The brand was launched in the early 2000s, at a time when what we now call ‘chemical phobia’ was taking shape: a growing mistrust of what was perceived as ‘chemical’, such as silicones. “At the time, Omia was able to recognise that shift and respond to a new market need, without pitting nature against science,” explains Lorenzo Sironi, CEO of Home Care, Personal Care and Beauty at Bolton. “It is a principle that remains relevant today and still guides us: naturalness, on its own, is not enough; it must translate into effective formulas and recognisable benefits for those who choose the product.”
From a management perspective, Sironi adds, “the brand’s more modest scale, combined with its ethos, allows us to operate in a manner similar to that of a start-up: greater proximity to the market, faster response times and the ability to turn emerging trends into relevant offerings. For us, this is a strategic advantage that enables us to fully realise its potential’.
The priority is Italia: “We are working to strengthen the brand’s relevance through distinctive and proprietary communication, an innovation pipeline consistent with the categories we serve – skin, hair and body – and an increasingly clear positioning as an innovative brand. International expansion is a tangible avenue for growth, but the primary objective is to consolidate our work in the Italian market and build a solid foundation for future growth,” adds Sironi.
The brand has recently undergone a major transformation encompassing its identity, formulations, product range structure and strategic positioning. The tagline has changed from ‘Eco-organic Laboratories’ to ‘Biotech Laboratories’: “This is not merely an update to our brand line, but the expression of a choice regarding positioning and innovation,” continues Sironi. “From a competitive standpoint, too, the direction is clear: to build a significant and credible point of differentiation, capable of sustaining the brand’s innovation over time. Research carried out over the years with independent institutes confirms that consumers, including those in the mass market, are ready to recognise the value of biotechnology applied to natural products. The condition is that this value translates into understandable benefits and tangible results.”
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