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P. 74
INTER VIEW
DOUBLE-DIGIT GROWTH
FOR THE IEMME GROUP
INTERVIEW WITH ANDREA AMADORI,
COMMERCIAL DIRECTOR, IEMME GROUP
We have just launched, with a preview
presentation at Cosmoprof Bologna,
a subfamily of Envie, called RESPECT.
It is an ammonia-free vegan colour line,
with the same performances
as products with ammonia.
It is a highly advanced formula,
developed with the collaboration
of the Silvio Mora laboratories.
RAYWELL is our long-established
brand, dating back to 1987,
with which our company made
itself known in Italy and abroad
and was highly successful.
It was time to renew the brand,
emphasizing its DNA as an
Italian brand on quality and
performance. We have included
active ingredients from raw materials
from various Italian regions, from
bilberries to walnuts to grapes.
All the products are certified by
COSMOS. Another important step
has been the launch of ETERNA,
a new colouring line which has
immediately met with success.
EXPORT MAGAZINE: When did EM: Can we say that 2025 EM: With the acquisition of the
you join the Iemme Group was an important year? Silvio Mora company, do you have
and in which position? AA: Absolutely, yes! We have an advantage in the Private Label
ANDREA AMADORI: I joined in created three very distinct identities, business, especially concerning the
May 2024 as Commecial Director divided by type of brand. world of colouring?
of the Group, with a first objective The EXTREMO brand is colourful, AA: It was a fundamental step for the
of restructuring Silvio Mora perfumed and fast, for a young public growth of our Group: Intercosmetics is
which had just been acquired who want immediate and very visible the specialist of the ‘white line’, Silvio
and upgrading the positioning results. Its 500 ml size suits both the Mora of ‘colour’. We have gained the
of Intercosmetics. professional and the consumer. know-how of a company which has
The integration of Silvio Mora ENVIE is the most complete brand, been active in the world of colouring
is now complete; as far as the made up of all the technical since 1914, and we have integrated
repositioning of our three brands products essential for the hair the various production processes,
is concerned, this is in progress, stylist, together with sizes for retail. the capacity of offer tailor-made
as the market has already noticed, There are of course care and finishing projects to our customers,
appreciating our vision. products, suitable for use at home. even anticipating market trends.
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