5 THINGS YOU DIDN’T KNOW ABOUT RILASTIL
We sat down with Domenico Ganassini, President of Istituto Ganassini di Ricerche Biochimiche, and talked about the origin of Rilastil and its first steps as a dermo-cosmetic brand.
WHAT WAS RILASTIL’S FIRST PRODUCT?
It was 1972 when we decided to launch our first Stretch Marks Cream, which over time has become a true icon in the Italian dermocosmetic scenario.
WHAT IS THE ORIGIN OF THE BRAND NAME? DID YOU CONSIDER ANY OTHER OPTIONS?
The name was invented by my father. His idea was to come up with a short, catchy name, easy to say and remember, also internationally; moreover, it had to somehow recall the concept of elasticity (RIeLASTIcizzare).
It was a very spontaneous choice and it was also appreciated and positively accepted by all the collaborators who were consulted about it.
ONE OF THE FIRST ADV CAMPAIGNS
HOW AND WHEN DID YOU START EXPORTING AND EXPANDING THE BUSINESS ABROAD?
We began exporting shortly after Rilastil’s birth, starting from Spain. At the end of the 1980s we consolidated our presence in the Country by founding the company Ganassini Iberica. The first exported products were the Stretch Marks Cream and the Elasticizing Cream and were immediately well received.
HOW DID YOU DECIDE TO ENTER THE DERMOCOSMETIC MARKET?
Our entry into the dermocosmetic sector was not very traditional. In fact, we were originally a pharmaceutical company and our field structure consisted exclusively of medical representatives. This allowed us to start formulating and manufacturing cosmetics by applying the same standards that are typical of pharmaceutical products. Also based on this fact, we were able to build a strong reputation which still distinguishes us on the market.
WHICH CAMPAIGN DO YOU REMEMBER THE MOST?
Being born mainly as a pharmaceutical company, we haven’t done that many advertising campaigns over the years. However, there is one in particular that I still remember with delight; we launched it in the 90s and it recited:
“Where do you find a Doctor who knows where to be elastic?”.
Our intent was to propose an ironic and funny claim to invite people to go to the pharmacy.
