Mirato

The History

Mirato has been able to prevail and remain among the leaders in the Italian market, due to its capacity for innovation, which has enabled the Company to expand its share of the market for personal hygiene by reaching new target consumers with high quality products and extremely competitive prices.

In the 60's: Splend'Or

Mirato was founded in the 60's during the period of the economic boom, and at a moment when demand for new products for hair care and personal hygiene was growing dramatically. Mr. Corrado Ravanelli, currently the Chairman of the company, realized this potential, and set up own production of an innovative product for the Italian market: The Hair spray. Splend'Or immediately proved a success among the consumers. It was the first step that the Company took toward becoming a market leader in Italy.

In the 80's: Malizia

The 80's mark an important turning point in Mirato's history: The Company launches Malizia, a complete range of Body deodorant spray, practical, fresh and in a variation of fragrances, targeted for the female young generation. The launch was supported by an extensive advertising campaign during which the popular jingle "Malzia profumo d'intesa" was first featured.

The success was extraordinary thanks to a strategy aimed at a very specific target group offering a new line of products for "personal care" destined for imminent success, because of a high degree of innovation and functionality at affordable prices.

In the 90's : Intesa, Figaro and Gomgel

Building on the strategy of constant innovation and segmentation, in the 90's, Mirato introduces a new range of products and a new "umbrella" brand in the market, namely Intesa, which grew instantly as was the case when Malizia was launched. Also this time, the launch of Intesa was targeted at a new market segment with a strong potential for growth: Intesa pour Homme was the first complete range of products for face and body care, specifically targeted to men, and more precisely to the sportive and dynamic man who is also attentive to the care of his body.

The supply of a complete range of products to meet the demands of a specific target group offering the optimum relationship between quality & price coupled with practical and original packaging, and supported by an extensive coverage of advertising for the launch assured an immediate success of the new Intesa line.

Mirato gradually extend the product ranges, Malizia and Intesa, already well-known brands among the consumers, by launching a number of very specific products, such as moisturizers, anti-bacterial soaps etc., meeting, in a timely manner, new preferences in the market with regards to the daily personal hygiene.

Year 2000: Clinians, Benefit

In December 2000 Mirato acquire the brand "Clinians", already at that time a well-established brand in the market for beauty care products. The brand is targeted at the sophisticated and self-conscious female segment at the higher end of the mass-market. The strength of this brand is its range and its quality, which is undisputed.

Clinians represents Mirato's entrance into the market for cosmetics, as the company takes over the distribution of this brand, primarily, through the mass-market channel, but also, on a smaller scale, through the selective channel such as perfumeries and drugstores. Clinians, therefore, represents an added strength to the company's portfolio of brands and to the company's distribution network as well.

In 2002, under the brand Intesa, a new line Intesa Pour homme with Vitacell was launched. Vitacell is a natural active ingredient which has an energizing effect, especially formulated for men's skin. For the man who is determined to take care of himself to achieve total well-being, physically and mentally.

In 2003 Mirato presents yet another new line, Malizia X-style, to the hair styling segment, which is continuously growing. This range was created especially for youngsters who love to express their personality with a trendy look. In 2004, the line of X-style is further extended, as new products are added, such as shampoo, conditioner and nourishing hair mask: a complete hair treatment.

In 2009 Mirato acquaires Geomar Brand. This is characterized by specific products for the body care (mud, scrub, creams…), which belong to a market niche with a fast expansion, where Mirato S.p.A. has never attended before with its own brands.

In 2009 Mirato acquires Breeze, historic brand on the market from 1962.
Synonymous of efficacy and quality, Breeze is leader in the segment of perfumed deodorant “Squeeze” with features that integrate, without duplicate, the offer of Mirato deodorants.