Giovanni's Heritage

1960s: A pioneer, Arthur Guidotti

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…before there was a brand, there was a pioneer. Arthur Guidotti had a vision and a love for all things hair. He began developing his passion as a hairstylist in Hollywood and Beverly Hills. He worked for a time with hairstylist icon Gene Shacove and was good friends with “the father of hair color,” Al Lapin.
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1968: On Sunset, a bustling salon

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…By the 1960s, Arthur was maturing his talents and decided to open his own salon, called On Sunset. The salon was a bustling site on the famous Sunset Strip, and a hit with many of the Hollywood celebrities, including Lucille Ball. Today Giovanni continues to work with a variety of celebrity hairstylists, who share the same love for Giovanni products.
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1979: First steps towards innovation

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After years of exposure to harsh chemicals, present in many salon products, Arthur’s hands start to react. His son James recalls seeing the dim light appear in the middle of the night and finding his father doctoring the sores on his hands. As a result, Arthur would begin exploring the possibility of his own full line of professional hair care products.
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1980: The early years

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1980: Arthur (center), at a Las Vegas trade show with business partner of the time Peter Stathis (left) and first salon distributor Jack Cohen (right) at the BBSI (Beauty Barber Supply Institute) trade show, which would later become known as Cosmoprof.

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1980: When chance meets opportunity

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With only $2,000 in the Giovanni bank account, out of necessity, Arthur challenges the faux pas of the day and purchases black closeout packaging to launch his products (the least expensive packaging available). Coincidentally, Giovanni successfully stands out among the competition.
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1986: Off on a wild ride

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With only three employees and 12 products, the company was off on a wild ride…selling to movie studios such as MGM, Paramount and Fox.
Giovanni’s first ad in a national fashion magazine (Vogue) featuring Rene Russo
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1990: Hard work pays off

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In the mid- 1990s, James quickly became the driving force behind Giovanni’s growth. Despite being on active duty in the military, James corresponds with buyers over the phone and visits retailers while on leave, landing Giovanni in their first major retail account – Fred Meyer.
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1995: A visionary, James Guidotti

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…James would become the visionary who would take Giovanni to new heights.

Growing up in salons and the beauty industry created an impact on the way James saw and felt about hair care. Before Giovanni, natural hair care was generic and lifeless. James knew there was something missing in the natural world, but he didn’t know what. He wanted to create a fashion-forward company to meet the needs of the natural consumer.
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2005: (Earth Wind Fire) Erasing the lines between natural & professional hair care

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…Innovation was the key to Giovanni’s success in the natural products industry. Giovanni was always pushing the envelope in the natural world. They used edgy models at trade shows, which oftentimes generated a mail room full of complaints and criticism. The company was setting up photo shoots when the rest of the industry was relying on stock photography.
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2001: (Magnetics) A world of sophistication

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James pulled from his father’s affinity for magnetic healing and worked with Dr. Daniel Brehmer to patent the Magnetic range of hair care products. This cutting-edge hair care line harnesses the complexity and science of attraction. Giovanni’s continued innovation offers the natural consumer a world of sophistication never before seen in the natural channel.
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Products in over 30 countries

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Unlike many other independent natural product brands, James was quick to expand the brand’s reach far beyond the borders of the United States. Soon Giovanni would have products in over 30 countries around the world. His worldwide reach would drive further product innovation inspired by international customers and their homelands. No longer were James and his father visiting Los Angeles’ Chinatown to find exotic herbs and essential oils. James was now searching all over the world for the prefect raw ingredients to develop the Giovanni line.
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Products in over 30 countries

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Giovanni develops a variety of 2chic collections, each formulated with a dual complex to meet the needs of consumer pain points. On the shelf, the design easily bridges the gap between consumers of natural products and those seeking alternative hair care solutions. Giovanni not only grows year over year but drives category growth despite being a mature brand.
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2018: Giovanni’s continued commitment

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…To this day, James’ passion for hair care and his desire to constantly try new things drives his involvement from the top down. Despite growing to a portfolio of over 120 products and becoming an industry leader, Giovanni continues their commitment to making products as pure and as natural as possible without sacrificing exceptional performance.
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