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Wine Grapes Propel Personal Care Industry

By: Leslie Benson
Posted: August 5, 2008, from the August 2008 issue of GCI Magazine.
Italy’s Faenza vineyards

Silvi ’59 harvests the grapes grown in Italy’s Faenza vineyards to produce its skin care line.

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With growing market success in the hair care arena, skin care brands such as Silvi ’59 are also considering the creation of hair care lines. “During 2007, we created new business assets, organization, coordination and affiliation to other companies, transformation and growth,” says Magnani. “Our mission for 2008 is to give birth to new lines of our products such as facial and body masks. I also would like to create a line for hair care with shampoo and conditioner.”

Spas Take Notice

In the grape-infused hair care market, retail lines are beginning to flourish, attracting holistic day spas and salons to the concept. However, the point of entry for spas and salons differs, instead stemming from specialized skin care lines and cosmetic treatments utilizing winemaking materials, known as “vinotherapy.” The Body Restoration Spa in Philadelphia, for example, discusses on its Web site (, its partnership with Chaddsford Winery. The spa uses the winery’s grapes and other by-products in moisturizing and exfoliating spa scrubs. Dehydrating the mixtures and adding other ingredients for panache, a fine grape paste becomes the Crushed Chianti Scrub for shedding dead skin cells and stimulating cell growth. In addition, the spa offers D’vine, a wine-based skin care line, to customers, and lavish treatments such as the 90-minute Chardonnay Massage, with grape seed oil. Medical spas also carry wine-based skin care. The D’Vine Medical Spa by Mauer, located in Waterloo, Iowa, focuses on noninvasive treatments, including a signature facial derived from D’Vine vinotherapy products. “Forefather” Caudalie even expanded its line to vinotherapy spas around the globe, including treatments such as the popular Red Vine Bath for young mothers, said to “help regain the silhouette you had before pregnancy,” according to its Web site.

Business Potential

Even for a relatively small skin care company such as Silvi ’59, the growth potential for the wine-based beauty market is extraordinary. “Our company’s current structure is capable of €350,000. We are still a small company in the big panorama of the Italian cosmetics and body care manufacturers, but our results are excellent,” president Magnani says. “In 2005 and 2006, our company realized respectively a 23.81% and 44% ROE (return on equity), a 8.45% and 26.6% ROI (return on investments), a 4.59% and 13.82% ROS (return on sales). These increasing results have encouraged our small company to build a new project of innovation and specialization.”

With Magnani’s husband taking care of the administrative side for Silvi ’59 and her son handling the marketing side, the company has little overhead cost and can spend more money on quality products. “I have always wanted to create a product for those customers still looking for the homemade and genuine product,” Magnani says. “We don’t promise eternal youth but just the benefits of some healthy plants well-known and transmitted from our progenitors.”