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Cosmoprof Report: Firms Optimistic About 2011

The greening of the fair was in full bloom over in the Davines and Aveda stands, which looked like a collective forest.

BOLOGNA, Italy — The greening of Cosmoprof was in full bloom over in the Davines and Aveda stands, which looked like a collective forest.

Davide Bollati, chairman of Davines, said the company’s sales last year rose 12 percent to 49 million euros, or $65.1 million at average exchange, driven in part by a strong performance in the U.S.

“This year I would like to keep double-digit growth,” said Bollati, who added 65 percent of Davines’ revenues are generated outside of Italy.

The company is also giving back to the planet. It plans to plant enough trees to fill the equivalent of 200 football fields in Italy and Costa Rica.

“Sustainability for us goes beyond only the environmental,” continued Bollati. “We have a very humanistic approach in business; we make an effort to treat people as humans, and it pays off.”

As an example of how the company supports its salon customers, Bollati mentioned that 210 salons offered a day of services for free.

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He stressed that organic products still must be results-focused, since they cater to the professional industry that expects no less.

Davines appointed Angelo Seminara as its artistic director at the beginning of 2011.

Observed Aveda marketing executive Andrea Santangelo, “Last year we had the garden of Aveda. This year, it’s the forest of Aveda.” He was referring to the brand’s stand that was lined with trees.

Aveda was showcasing its “hero” product for 2011, Daily Hair Repair. It was a fitting choice as Santangelo described Italy as “the country of the blow dry.”

Aveda was also highlighting the recently introduced Be Curly product, billed to help maintain curls’ shape.

In 2010, Aveda in Italy notched up 12 percent on-year sales growth.

Framesi prides itself on being the first in 1979 to create a “total look,” involving hair, makeup and fashion. The company was taking the concept one step further by adding a fourth dimension this season. At Cosmoprof, Framesi introduced its “4-D” presentation, including an olfactive component.

Fabio Franchina, chief executive officer at Framesi, said that business in Italy is doing well and “extremely well” in U.S., where the brand is in about 18,000 salons and 1,000 professional retailers. Franchina explained he’s concerned about the North African situation; business-wise, Framesi sells 1 million tubes of hair color in Tunisia yearly, and Libya is also an important market for the company, for instance.

In terms of product, Framesi at Cosmoprof introduced its three-stockkeeping-unit anti-aging hair treatment line called Morphosis.

“I think 2011 will be a good year. The U.S. is coming back strongly,” said Franchina, who said he’s also working on revamping the company’s hair-straightening system using traditional ingredients that avoid the fire storm of controversy ignited by products using formaldehyde. It should be ready by the third quarter.