Interview with Alberto Scotti, Marketing & Content Manager of SUPERFLUID

The aesthetics and success of SUPERFLUID told by Alberto Scotti: Marketing & Content Manager.

Welcome to the SUPERFLUID world!
We had a chat with Alberto Scotti (Marketing and Content Manager of the brand) who explained to us the main pillars of SUPERFLUID: it creates fun and easy to use skincare basics for everyone and anyone. Bold on the outside, clean on the inside: it selects high quality 100% vegan formulas.

Where does Superfluid come from? What does it mean?

Superfluid was born from the desire to create a brand that was able to provide beauty tools suitable for everyone, and at the same time represent real skins in an authentic way. In the true sense of the term: our communication is based on normal, completely natural faces – especially those faces you don’t usually see in beauty communication. And also in the “figurative” sense, given that we like to tell the stories of those who live in those skins, and of their path of self-acceptance.

Why do we do it? Because we think it is essential to create a safe space in which anyone can feel represented and inspired to love their skin, and by extension themselves.

Superfluid was born from the Freeda experience, and from the work that the media company has done in the last four years in giving a voice to a new generation of women – initially – and then opening up to an even wider audience and representing as many identities as possible. Superfluid, like Freeda, is based on listening to the community: in fact, the products we create are born from a work of constant dialogue with our social audience. We ask them for their preferences, and to this we add our expertise and the pursuit of quality.

How important is the aesthetics of communication within your work?

A lot! But I would tell you that even more important for us is that aesthetics convey a positive, inspiring message.

We find the series of short videos “Getting ready with” interesting and inclusive, can you tell us the concept of this format and its goal?

Getting Ready With is perhaps one of our most representative formats. It’s a simple format: we ask people from our community, people who are sources of inspiration for us, to film themselves doing their beauty routine and in the meantime tell us something about their relationship with themselves. We think it is a format that on the one hand makes Superfluid products easy to use, and on the other hand conveys a message that is fundamental for us: that each of us follows a path of acceptance and love for ourselves, which is not always easy , but sharing and mirroring yourself in a community like ours can help.

What value does the community have for you and why?

I would tell you that the community is the heart of Superfluid. As I anticipated, our choices in terms of product come from listening to the community, and there was also a case in which community feedback prompted us to remove a product from the market and reformulate it. And it is for the community that we have established the Superfluid Mental Health Fund, a fund to which we continuously donate one percent of our revenues, and 10% of revenues in the most promotional moments of the year, for the psychological support of the youngest.

Which product are you most proud of?

We are proud of all our products! They are vegan, of high quality and obviously cruelty free (fortunately in Europe it is the law that requires it). But certainly the care line is the range in which we are investing the most in terms of study and expansion – for 2021 we have many surprises …

I believe that the lockdown has changed people’s priorities, including when it comes to taking care of their body. People started talking more and more about skincare; In a period of stress and discomfort, what is the importance of skin care?

You know, I would generally talk about self-care in a profound sense – not so much as a beauty routine which is always a personal choice. Taking care of your skin for us is part of the choice of dedicating time to ourselves, trying to understand our emotional, psychological and physical needs and knowing that they are valid. Here, I think this is fundamental.

How is skin care spreading in the male universe?

Fortunately, I believe that skincare is crossing more and more “barriers”, or at least those that have traditionally been considered such. And many brands are going in that direction: I think it’s an important moment for the beauty world, an extremely positive moment.

We know that all your products are 100% vegan, can you tell us some more details about this choice?

It’s something we’ve never had any doubts about, from the very beginning. We think that brands today cannot exempt themselves from having a social and ethical responsibility, and many of our choices go in this direction, including this one.

“we like to tell the stories of those who live in those skins, and of their path of self-acceptance.”

Do you believe that the fashion beauty system is doing well on the eco-sustainability front?

You know, this is a huge issue and everyone is trying to do what they can, more or less. The production of consumer goods is never the most sustainable choice, first of all we must be honest and tell us this! But in this area, we always try to improve ourselves and continue to ask ourselves the right questions.

As for the issue of inclusiveness, which we know to be your strong point, do you believe that the big brands are setting the right example?

I think that the right example comes from the people themselves, who especially in the younger generations are increasingly demanding and do not forgive brands for falling behind.

CONTACTS

Instagram: @superfluid__

Website: www.getsuperfluid.com

Posted By

Camilla Bianchi

Studentessa di comunicazione presso l’università IULM di Milano. Da anni attratta dall’high fashion e da tutto ciò che gravita intorno a questo mondo, con particolare interesse al tema "scottante" dell’ecosostenibilità. Fortemente determinata e curatrice dei dettagli.