Miamo, a functional cosmetics brand created in 2012 by two pharmacists, mother and daughter, Elena Aceto di Capriglia and Camilla D’Antonio, gives life to the SeTiAmi project, dedicated to the psychophysical well-being of adolescents. The initiative will be implemented in some schools in Milan, Rome and Palermo, in collaboration with the non-profit association Fare X
Well, an expert in the field of educational projects, and will involve over 500 students through a cycle of dedicated meetings from March to December 2022. The project is designed to offer young people a point of support, to help them deepen their awareness of their own being. and to increase the self-esteem of each one by learning to accept oneself and others by valuing the intrinsic nature of each one. We will talk about body care as a process of self-knowledge to develop an inclusive and healthy concept of beauty and correct skin hygiene; of bullying and cyberbullying related to the body (body shaming); the essential principles of a healthy and balanced diet and how to prevent related diseases, such as obesity, bulimia and anorexia.
The SeTiAmi project is part of a broader mission in support of the community that carries on the brand that was developed by Medspa, a company founded in 2006 by a family that has always been involved in the pharmaceutical and aesthetic medicine fields that closed last year. year with a turnover of 14.5 million euros, an increase of 40%.
«2021 was a year of great confirmations for us – comments Giovanni D’Antonio, CEO of Medspa -. We know how much the general scenario has led to a revision of consumption habits on many situations, often contracting and forcing renunciations. In our case, last year he consolidated his loyalty to our company both as regards the customers who buy in pharmacies, and for the important pool of online sales. To this are added the training events, in-store consultancy when it was possible and the proliferation of medical spas under the Miamo brand. We wanted to see 2020 as an opportunity to assist pharmacists, operators and end customers, already observing growth that has not been affected by the unexpected storm that hit the global economy: growth has continued and so also and more in 2021. This means that even in periods of cuts in consumption, the effectiveness of the products and the reliability of the company represent an indispensable guarantee for consumers “.
And this year it started with the market launch of new functional cosmeceutical products under the Miamo brand and Nutraiuvens supplements. “Parallel to the products, the services, the initiatives of Miamo Academy and the web division will also have a development that we had planned for some time and that now, also thanks to the inclusion in the team of very high profile managerial figures, will finally see the light – he adds. the ceo -. Our target for 2022 thanks to these investments is 20 million. But of course we don’t stop only at Medspa. This year, with the recently established newco in the USA, we will deal, within the beauty segment, with the development of international projects, given the increasingly growing demand for expertise on a global level. Antares, which instead deals with products for aesthetic medicine and personal protective equipment, plans to close 2022 at around 2.5 million. Finally, among the companies of the group there is Atlante, operational in the yachting and real estate sectors since 2021, which in 2022 has a turnover target of around 1 million euros. Summing up, the turnover at corporate level in 2022 should close with + 41.9% for a total value of 22 million ”.
The development plans can be summarized with three I’s: international, internet, individual. «International because we are finally ready to enter the markets that have been courting us for years and towards which we first wanted to establish customized strategies and study consumption habits – continues D’Antonio -. All this to vautate not only the sale of the products but the full understanding of the philosophy of the Healthy Skin System. Internet because through the network and technology we have developed a pact of transparency and trust with our consumers and from their feedback comes the essential information to elaborate and formulate concrete answers to every skin need at all ages and for every problem that is the our mission always. Finally, individual, because the accuracy of our profiling systems, online skin tests as a first approach, the continuous training of pharmacists, will allow us to produce increasingly precise protocols for the specific needs of each individual “.