“Being the family’s own brand, there are no boundaries set upon them in the way a traditional manufacture might have,” says Dina Elliot, owner of Exit One Solutions marketing and communications, which represents ColorDesign in the U.S. “They’re free to experiment, they’re able to embrace new ingredients as they emerge, and hop on new color trends immediately.”
MODERN SALON Editor in Chief Alison Alhamed with In Italy founder Giovanni Mogni.
Colorist Luis Alcocer, a ColorDesign lead educator, tries his hand at a soon-to-be released shade of ColorDesign technology inside the R&D lab.
MODERN SALON was invited to In Italy to tour the facility, along with a group of educators and salon owners, to witness the level of quality and efficiencies, and to understand the heritage and evolution of Italian-made hair color.
“Being the family’s own brand, there are no boundaries set upon them in the way a traditional manufacture might have,” says Dina Elliot, owner of Exit One Solutions marketing and communications, which represents ColorDesign in the U.S. “They’re free to experiment, they’re able to embrace new ingredients as they emerge, and hop on new color trends immediately.”
MODERN SALON Editor in Chief Alison Alhamed with In Italy founder Giovanni Mogni.
Colorist Luis Alcocer, a ColorDesign lead educator, tries his hand at a soon-to-be released shade of ColorDesign technology inside the R&D lab.
MODERN SALON was invited to In Italy to tour the facility, along with a group of educators and salon owners, to witness the level of quality and efficiencies, and to understand the heritage and evolution of Italian-made hair color.
In Brescia, Italy, in 1996, the In Italy color manufacturing plant was founded by Giovanni Mogni, an engineer with a fascination for machinery. He saw an opportunity in the production sector to improve efficiencies and the way hair color was produced.
Fast-forward several successful decades and Mogni, along with his family of five children (Simonetta, Alessia, Giulio, Silvio, Paolo), run the In Italy color manufacturing factory, facility, plant, right outside of the bustling city of Milan, where R&D and production for hundreds of global hair color brands are housed, created, produced and packaged.
“In Italy is the most sophisticated and technologically advanced hair color production facility in the world,” Simonetta says. “We have completely changed how to produce hair color, reducing time and potential for human error. This allows us to ensure quality through the use of technology.”
In addition to running the production facility, the Mogni family also dreamed up their own hair color brand, ColorDesign, which is the columniation of the family’s color know-how, and expertise, passion and vision for hair color.
“Being the family’s own brand, there are no boundaries set upon them in the way a traditional manufacture might have,” says Dina Elliot, owner of Exit One Solutions marketing and communications, which represents ColorDesign in the U.S. “They’re free to experiment, they’re able to embrace new ingredients as they emerge, and hop on new color trends immediately.”
ColorDesign offers a full range of permanent, ammonia-free options, lighteners and fashion shades.
“The technology behind ColorDesign’s ingredients effectively restores what’s stripped out during traditional chemical treatments, and renourishes and reconstructs the hair from within,” says Austin Basket, Chief Marketing Officer for ColorDesign, thanks to Ceramide A2, which is a molecule that replaces hair’s natural amino acids during the color process. “During the color process, the cuticle is blown open—ColorDesign’s ingredients rebuild, renourish and smooth the cuticle, adding incredible shine.”
MODERN SALON was invited to In Italy to tour the facility, along with a group of educators and salon owners, to witness the level of quality and efficiencies, and to understand the heritage and evolution of Italian-made hair color.
VIDEO: See the production of ColorDesign in action!
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