MashUP

An International soul An Italian Style

AT A GLANCE

Company name

MashUp International srl

Company Address

Via degli Alburni snc,

84095 Giffoni Valle Piana (Sa) - Italy

Established

2011

Main Brands

MashUp Haircare

COMPANY PRESENTATION

OVERVIEW

MashUp International is one of the fastest growing haircare companies in Italy, and world-wide. The word mashup was born in the world of music, where it means a particular technique consisting in mixing two or more songs. The mix obtained is something new, that no longer recalls the original songs, but has an identity of its own, that is unique. And indeed, this approch is typical of MashUp products, which can be perfectly mixed and matched in new ways and according to the kind of hair, creating a unique style time after time. MashUp products are characterised by numbers, to easily identify the style. All the products are the result of long and meticulous research. All the lines have been developed and produced in the highest quality labs, specialised in the combination of natural elements and new technologies.

A bit of history

MashUp Haircare is the brainchild of Emilio Celotto that came to life thanks also to the support of his family. Margherita Celotto, Product Manager, is responsible for finding new formulas through the constant search for everything that makes MashUp Haircare so unique. Antonio Celotto, Creative Director of the company, sees to the image, the graphic design, and all the visual communications. During the 1980s, Emilio embarked on his career in the marketing and distribution of Tony&Guy products, eventually becoming a parter and director of TIGI Italia. In 2004 he founded BhSalon Company, one of the most promising franchises in the Italian hairdressing sector, with the creation of a management software for salons. The year 2011 saw the arrival of MashUp Haircare, a line of superior quality products intended only for professional hairdressers. Over the past two years, all the know-how gained during his successful career was transferred to MashUp International, with a view to internationalising the company.

MashUp haircare

MashUp products contain no SLS and SLES sulphates. Their cleansing power is based on more delicate ingredients. They produce very little foam, but perfectly and delicately cleanse the scalp and hair. Moreover, they contain botanical oils (avocado oil, olive oil, sunflower seed oil, rice bran oil, etc...) to deliver hydration, shine, protection, fewer split ends, nourishment, elasti-city and anti-static effect. Vitamin E /provitamin B5 /lipo-amino acid complex, antioxidants (polyphenols such as grape seeds extracts), wheat and soy proteins are also present. All products have a pH 5.5, which is very important because it keeps the scalp at a healthy neutral pH. Some products contain menthol (for a strong refreshing, decongestant and antiseptic action). There are more than 70 MashUp products and, depending on the salon potential, the brand support products sales through a growth project: the MashUp System. The System counts 7 steps: diffusion strategy, retailing project, educational program, worldwide trend research, salon management, visibility, communication & advertising, and marketing plan.

MashUp Research

MashUp fashion research aims to produce periodical collections that reflect an innova-tive and youthful image. Our stylists travel the world, immersing themselves in the local scene and amidst a variety of individuals, seeking inspiration from the city, its inhabitants, and their looks. They observe their lifestyle and their attire, as well as their sense of identity, their expressions, and their scene. MashUp stylists do more than forecast trends; they give shape and content to what people express and start with the hair as the quintessence of being.

Going abroad

“Our unique plan and the competitiveness of our products have made it possible to develop internationalisation – explains Export Manager Francesco Staiano. The results obtained in Italy obliged us to go abroad; after two years the numbers were positive, so we continued exporting, focussing on markets hungry for something new. Today we are present in 17 countries. Our strengths lie in our products and in the support we provide to salons, helping them to increase their turnover by developing in-salon services. We study and manufacture products in Italy, where they are developed and tested by hairdressers exclusively for top salon professionals. One of our strong points is that our products can be mixed together easily, giving rise to new compounds that inspire unique styles designed to meet a wide variety of needs. We are seeking distributors with specific characteristics: young people with strength and determination. People specialised in hairdressing, who know the market of reference and know how to develop our brand locally. For us size is indifferent. What is important is their dedication and conviction. We are especially interested in Asian markets, and the American dream is a also on our list. In any case, at this time we boast a strong and well-organised presence on the European market.”

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KEY PEOPLE

President

Emilio Celotto

Export Manager

Francesco Staiano

STRENGTHS & OPPORTUNITIES

  • 100% Made in Italy Excellent products

  • Products developed to meet market demands

  • Products and services only for professional salons

  • Management with 35+ years of experience in the sector

PRODUCTS

STAR PRODUCTS

Colour Me Beautiful

A restructuring and tonifying treatment based on an innovative technology that colours the hair while strengthening it. Benefits: semi-permanent hair colour without ammonia and derivatives and no oxidation. The colouring occurs thanks to ionic pigments. The microproteins of wheat restructure and repair the hair fibre deep down to reduce breakage and keep hair shiny and full of bounce and body.

12 Hydrating Shampoo

A formula containing olive oil and wheat proteins, but no SLS or SLES. Benefits: deep moisturising for silky hair. This formulation can also help reduce dandruff.

22 Hydrating Conditioner

With a base containing olive oil, Omega6, and wheat protein, this conditioner has no SLS or SLES. Benefits: moisturises down deep, reducing frizz; improved bounce and body; hair is soft to touch and split-ends are fewer.

EXPORT BUSINESS

COMPANY GEOGRAPHIC BUSINESS

According to company statements, the currently developed business geographic areas are

Italy, Switzerland, Germany, Taiwan, Canada, UK, Australia, Dubai, France, Austria, Belgium, Holland, Cyprus, Latvia, Estonia, Lithuania, Poland

.

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