Leandros Karakatsanis talks about the course, philosophy, goals, the Cypriot market and the digital presence of the company
Sustainable development
< strong>– What is the importance of sustainable development for DUST+CREAM?
< p>– Sustainable development is the only way for us, since we consider it our duty to hand over to future generations a world better than the one we received.
In recent years, the brand has put sustainability in its DNA and has presented series with a high quota of natural origin ingredients and sustainable packaging materials, taking its first steps in presenting environmentally friendly solutions.
At the same time, investments are being planned in our production unit and the introduction of new technologies and machines, aimed at increasing productivity and minimizing the carbon footprint.
– You have stores in Greece and Cyprus. Are there any plans to expand your stores to other countries?
– We currently have over 85 physical stores in Greece and Cyprus and 2 e-shops under the DUST+CREAM brand. However, careful and methodical steps are being taken to expand the company abroad, as there is a great demand for DUST+CREAM products from many countries. However, the Creamteam ABEE company that owns the “DUST+CREAM” brand also has a wholesale business unit that operates with private labeled products in several countries in Europe and the Middle East.
It is a challenge to enter a new market with special consumer habits, such as the Cypriot one, and to adapt to the demands of a new audience.
The Cypriot market
– How do you see the Cypriot market?
– DUST+CREAM entered the Cyprus market in the midst of a pandemic. During this difficult period, he managed to establish himself and open stores in five key points of the country. It is a challenge to enter a new market with particular consumer habits and to adapt to the demands of a new audience. With methodical work and targeting the acquaintance of the Cypriot public with the brand and its awareness, DUST+CREAM conquered a significant share of the domestic beauty market, creating relationships of trust with its new customers.
– Do you detect differences compared to the Greek market?
– Regarding the acceptance of our products in the two markets, we would not say that we observe significant differences. The Cypriot market very quickly embraced our stores and products and the creation of relationships with customers and the understanding of their “wants” began very quickly. The awareness of DUST+CREAM in Cyprus is remarkable for the period of time we have been active on the island. In relation to the product mix and the weight of each category in the two countries, we would say that Cyprus shows a particular preference for make-up products. The new D+C PERFUMES perfumes, however, made a strong appearance and are gaining significant ground.
– The fact that DUST+CREAM products are manufactured in Greece, do you think it has played a role in consumer choice?
– The close relationship between Greece and Cyprus is not limited only to geographical proximity and a common language. Cypriot consumers have created a bond of trust in relation to Greek products and this makes them choose them consciously, knowing that they meet their high expectations.
In addition, before the opening of the stores in Cyprus, we counted a large number of visits by Cypriot customers to our stores in Greece, throughout the years of our existence, which indicated to us the close relations between the two countries in the field of beauty as well. That is why we decided to address the Cypriot market more directly. As the years pass, it becomes more and more known to the Cypriot public that DUST+CREAM produces and markets products that are designed in Greece, which creates even stronger relationships connecting the customer with the brand.
Products that stand out and the online market
– What are your products with the highest percentage of purchases?
– The portfolio of DUST+CREAM counts more than 3,000 codes, which touch all the product categories of the beauty industry. DUST+CREAM which is a mono-brand in which one can find the range of products that a milti-brand has. It includes make-up products, face and body creams, sunscreen products, perfumes and personal care items. The most important shares of sales are occupied by the category of make up with an extremely extended code list and with a multitude of options. Makeup is our strong point! The category of sun protection significantly “touches” the Cypriot market, since the need for protection from the effects of solar radiation has been established among Cypriot customers. The strengthening of the perfume category with the unique and premium D+C PERFUMES in recent months has brought a new air to the brand, excited and promising.
– Do you think that the online market has affect the market in physical stores? If so, to what extent and how?
– At DUST+CREAM, we prioritize not only the live presence of customers in our stores, but also our digital promotion. We invest in technology and new communication channels, with the aim of constantly improving the shopping experience and providing real value in every interaction we have with consumers.
However, direct contact with the product -especially in the beauty industry- the possibility offered to the customer during his in-store visit to interact with the product (observing texture, aroma, color) indicates that companies should not neglect the care of physical stores as well. DUST+CREAM shows the way, as it has already started the refresh of its stores in Greece and is also launching the renewal of its stores in Cyprus.
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