Doreen and Louis Guarneri, founders of American Culture. Louis and Doreen Guarneri, founders of American Culture, have spent their lives in the professional salon industry. Louis’ parents were distributors and hairdressers. Doreen followed her life’s dream and became a hairdresser. They have been “a couple” since high school and recently spoke with MODERN SALON about the beauty industry in general and their company in particular, especially the new Pure NV Botanical Keratin Therapy products.
MS: WHO IS AMERICAN CULTURE?
DOREEN AND LOUIS GUARNERI: American Culture is a family-owned company, founded by hairdressers (both of us) and devoted to making products that help hairdressers improve their lives and business. We use ingredients that, first and foremost, respect the health and integrity of the hair. Simply Smooth is our line of keratin smoothing treatments and hair maintenance products formulated with botanical extracts to work with the hair’s own keratin. We develop all our products to meet the needs of working professionals and we stay focused on doing what is best for the hairdresser: high performance products and high quality education.
MS: DESCRIBE YOUR NEWEST PRODUCT, PURE NV.
DG AND LG: Pure NV is a line of botanical keratin therapy care and treatment products that we developed in response to the constantly evolving news and reports surrounding keratin treatments. Pure NV is free of parabens, sulfates and sodium chloride. There is a real awareness of allergic sensitivities so we formulated the Pure NV line to be free of all potentially problem ingredients. Pure NV is an aromatherapy product with great fragrances and is supportive of hair that has had color or keratin services. For us, 2011 was, to a large degree, a year of keeping up with the almost constant evolution of the keratin category’s changing regulations. We took what we learned and put it into Pure NV.
MS: WHAT DISTRIBUTOR SUPPORT DO YOU OFFER?
LG: My family was in the distribution business and my parents put all their efforts into a brand, which they lost. Then they went with an unknown brand called Matrix and with the mentorship of Matrix Founder Arnie Miller, their whole life and career changed.
We built Pure NV as a brand for the independent distributor and it will stay with the independent distributor. We offer a long-term contract and assurances they will not lose the business.
DG: I provide training at each new distributor launch. Most of our education right now is offered through distributors. I have been traveling almost non-stop of late with Simply Smooth launching internationally in Spain, Ukraine and Russia.