Igor Credali says global cosmetics brand Kiko Milano’s move
into the U.S. has leaned heavily on highly measurable digital
efforts and brick-and-mortar retail.
We are a new player in the U.S., and we are learning what’s effective with our customers,” says Igor Credali, digital and e-commerce manager of Kiko Milano USA, the Milan, Italy- based international cosmetics brand that expanded into the American market in 2015. “So far, we are acquiring custom- ers in an organic way and all of our digital marketing efforts
are return-on-advertising-spend (ROAS) driven. We know we offer a
terrific product and data shows us that our customers love us. We are still
a small player but we are growing fast.”
Since its arrival in the U.S., not only has Kiko made great inroads with its e-commerce
efforts, but it’s also opened 27 retail shops across the country, with an extensive focus on the
northeast and California. Combined with its healthy digital strategy, which not only en-
compasses outreach but also a strong focus on the customer experience following purchase,
Kiko has introduced its brand and quality to U.S. consumers rapidly.
“Our digital strategy is focused on acquiring new customers and getting the name Kiko
out there in the cyber universe,” Credali says.
Global Leader Turns to U.S.
Unsurprisingly, the New York-based Credali’s marketing expertise runs the gamut of
digital and retail. “I like to describe myself as a retailer with a passion for anything digital,”
he says. “I’ve spent the vast majority of my career working in New York for large European
corporations in the fashion, accessories, and beauty industries. What I’ve learned is that
great teamwork is what you need to be successful. You have to have great product, and it
has to be in stock all the time. You need the right ad strategy, and the best customer service.