1960s: THE BIRTH
Mirato was born in the 1960s, in the midst of the economic boom, a moment characterized by the strong growth in the demand of new products for personal care and hygiene.
Corrado Ravanelli, president of the company, he was able to creates successful products that have spanned the decades and that enter the home of millions of consumers every day; with Splend’Or hair spray he lays the foundation for the development of the Society.
1980s: THE FIRST STEPS
The 1980s marked the fundamental stage in Mirato’s growth:
the Company launched Malizia, a complete line of personal, practical, fresh deodorants, in a variety of fragrances, for a young and female target. The launch is accompanied by an advertising campaign that recites for the first time the hugely popular jingle “Malizia profumo d’intesa”.
The success is extraordinary, linked to the identification of a specific target and a new line of “self-care” products intended to quickly establish as innovative products, practical and accessible to everyone.
1990s: AN EXPONENTIAL GROWTH
Continuing in the strategy of innovation and segmentation of the offer, in the 1990s Mirato introduced a new product line and a new “umbrella” brand to the market, like Malizia, the new brand became extremely popular soon: Intesa.
Intesa Pour Homme is the first complete line of products for face/body treatment specifically designed for the sporty, dynamic and attentive man to the care of his own body. In 1997, Mirato launched Intesa Sex Unisex, a line of personal deodorants with highly innovative features, aimed at both male and female audiences.
In 1998, Mirato integrated the range with two new lines of personal hygiene products: Bon Bons Malizia, the first eau de toilette aimed specifically to very young girls.
2000: ENTRY INTO THE COSMETIC MARKET
In December 2000 the Company acquired Clinians, with an important position in the cosmetic market.
The brand, with a purely female target, refined and with a high image in the cosmetics market, boasts a high reputation and is recognized on the market as a symbol of quality and safety.
“Clinians” represents the Company’s entry into the distributed high-end cosmetic sector, mainly in the Mass Market channel and, to a lesser extent, in perfumery. Clinians therefore completes the Company’s offer, now present with its products in significant market segments.
2006: ATTENTION TO BODY CARE
In 2006 the Geomar brand was acquired, essentially characterized by specific body care products (mud, scrubs, creams), belonging to a rapidly expanding market niche not managed by Mirato with its own brands.
2009: BETWEEN TRADITION AND INNOVATION
In 2009, Breeze was acquired as a historic brand present on the market since 1962.
Synonymous of efficacy and quality Breeze is a leader in the “squeeze” perfumed deodorants segment, with product functionality features that integrate, without overlapping, the offer of Mirato deodorants.
2016: THE EFFECTIVENESS OF SIMPLICITY
In 2015 Glicemille (Natural softness for the skin) and Nidra brands (The sweetness of milk on the skin) become part of the Mirato family.
2017: A SUSTAINABLE COSMETICS
Mirato Group in 2017 with the acquisition of Gianasso open the doors for Mirato, with I Provenzali brand, to the Natural and Biological Cosmetics market with low environmental and social impact.
Its leadership had an important development in 2018 with the rise of the Sustainable Cosmetic trademark.
