The Story of Silvi '59

It's 1959. Silvana Casadio, a full-time mother who lives in the little town of Faenza, near Bologna, buys the busy beauty shop in front of her house. She takes over the company from the previous owner, already in his sixties, with a loan of 1.550.00 lire ($1,821) obtained from her sister-in-law Dina. The activity immediately becomes a small family-owned business, named 'Silvana Profumeria.' Silvana's brother-in-law, Ermanno, (brother of Silvana's husband, Antonio) helps her run errands. Having a passion for cycling, Ermanno turns himself into a courier. In the saddle of his racing bicycle, he delivers the products of the beauty shop daily to the hairdressers of Faenza and the nearby cities, getting to pedal up to 7 miles a day. The business turns pink in 1980 after Ermanno retires: Loretta Magnani, Silvana's daughter, starts working with her mother in the shop. The female management is represented in the shop's logo: a strong magenta that still shines today in the shop's sign. In 1993, Silvana retires and passes on the baton to Loretta, who in ten years doubles the revenues, increases the range of products sold, opens a second shop and makes her grandfather's dream come true: launching a line of creams for the face made from red grapes. Passionate about wine, Luigi, Loretta's grandfather, was in charge of the vineyard of the Bishop of Faenza. He even planted a vine on the hills of Pietramora for the Bishop. Loretta and her husband Mario share the same passion for wine today. That's why Loretta, aware of the high antioxidant power of grape extracts, has created a new line of creams for the face and the body made from red grapes. The creams, enriched with natural ingredients like camomile, lavender, aloe and precious stones like malachite, are dedicated to her most loyal customers. Loretta named the creams after her mom: Silvi '59, so called also to acknowledge the nearly fifty years activity of the shop. The colours of the logo reflects the colours of the red grape and of the leaves of the grape. In 2005, Loretta earned an award from the Ravenna Chamber of Commerce for her business achievements and for supporting the economic progress of the city of Faenza . And Loretta's father Antonio, an energetic eighty-year-old, keeps the family's tradition alive, delivering the beauty shop's products to the retailers of Faenza with his bicycle. Loretta's creams have conquered the foreign market. Miss Ecuador 2006, Katty Lopez Saman, is a fan of Silvi '59 and has become the spokes model for Loretta's creams. Her fresh and natural beauty reflects the quality and the effectiveness of the creams Silvi '59, suited to everybody.

The Benefits of Grape Extracts

Grape seeds contain lipid, protein, carbohydrates, polyphenols. While polyphenols are found in all plants, their active component - proanthocyanidin (PCO) - is particularly concentrated in grape skins and grape seeds. Red wine contain a high concentrations of polyphenols: in comparison to red wine, white wine has a much lower antioxidant capacity. Thatís why Silvií59 is made from red grapes. Grape seed extract is known as a powerful antioxidant that protects the body from premature aging, disease, and decay. Scientific studies have shown that the antioxidant power of proanthocyanidins is 20 times greater than vitamin E and 50 times greater than vitamin C. Extensive research suggests that grape seed extract is beneficial in many areas of health because of its antioxidant effect to bond with collagen, promoting youthful skin, cell health, elasticity, and flexibility. Proanthocyanidins also help to protect the body from sun damage, to improve vision, to improve flexibility in joints, arteries, and body tissues such as the heart, and to improve blood circulation by strengthening capillaries, arteries, and veins. Grape juice extract contains significant amounts of tannins, vitamins and fruit acids, endowing it with brightening, protective and mildly exfoliative and revitalizing properties. Last November David Sinclair, associate professor of pathology at Harvard Medical School, found in a study that red wine helps fighting killer medical conditions" like heart attacks, strokes, high blood pressure and cholesterol. Thatís why Italians live 42% longer than Americans and are slimmer. The key is Resveratrol located inside the skin of the grape. Resveratrol contains three "booster" antioxidants: Alpha Lipoic Acid, Quercetin and Acetyl-L-Carnitine which combine to protect your brain, liver, eyesight and long- term memory and concentration.

Silvi '59 since 1959

so called to stress the nearly 50 years of activity of the shop

Photo of Loretta Magnani
Loretta Magnani . President of Silvi '59

Lorem ipsum dolor sit amet, consetetur sadipscing elitr, sed diam nonumy eirmod tempor invidunt ut labore et dolore magna aliquyam erat, sed diam voluptua.

Reacidifying Cream

Protective and reacidifying cream enriched with sebum-like active ingredients that protect the skin from external agents, such as wind and cold. Indicated for dry and very sensitive skin. The cream contains Grape extracts, Aloe extracts, Shea butter and Calendula (marigold). It helps reduce flushing, blushing reddening skin.

see more products »

| Home | About Us | Products | Contact Us | Store in Italy |

Copyright (C) 2007 Silvi '59 All rights reserved. Email to: loretta@silvanaprofumeria.it Tel: 0039. 0546. 22812 (Italy)