Italian skincare brand Rilastil enters India, hunts for digital agency

Italian dermatological skincare brand Rilastil has announced its India launch with a range of products recommended by dermatologists.

The initial launch includes seven products such as Rilastil Aqua, Rilastil Sun System, and Rilastil D-Clar, with plans to expand to 15 products by the end of the year. The brand, owned by Ganassini Group, is targeting metropolitan areas and Tier II cities like Lucknow and Chandigarh in its first phase.

As confirmed to Campaign, Rilastil intends to hire a digital agency in phase two of its launch starting in July, followed by the introduction of more products in phase three in October 2024.

Commenting on the launch, Giorgio Berni, managing director, Asia Pacific, said, “Introducing our product range in India is a momentous occasion for the brand, representing a significant milestone as we connect with a new cohort of discerning consumers."

Rilastil will focus on dermatologist recommendations, reaching them through events and conferences. “We are banking on word-of-mouth and expertise of doctors as it is a sensitive category where knowledge plays a vital role for consumer choice,” said Karan Narula, head of India operations.

The company also plans to leverage omni-channel platforms, including e-commerce and over-the-counter placements. “We are also planning for over-the-counter placements and making the products available on certain e-commerce portals as well,” Narula added.

Founded in Italy in 1972, Rilastil is known for its high-quality dermatological solutions and is present in 90 countries.