History
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1987 is the year of foundation of GVFSpA, a company that will soon be known under the name of Itely Hairfashion. The Colorly (cream coloring) and Blondly (bleaching powder) products are launched for the first time; the market immediately appreciates its high quality and recognizes its superior results.
Already starting from the second year, the company shows a strong propensity for expansion beyond national borders; Itely North America, which will handle the US, Mexican and Canadian markets, and Itely Iberica, which concentrates its activities in Spain, Portugal and the Spanish-speaking countries of Latin America, are founded.
On November 18, 1989, in the presence of the Mayor of Milan, the joint-venture agreement was signed with the Ministry of Social Services of the Soviet Union. It is the birth of Bielita, in Minsk, which today is known as one of the most important industrial and distribution realities that arose in the former Soviet empire.
Strengthened by the results achieved in other countries, in 1990 it was Brazil's turn. Itely Hairfashion, with its local branch, is the first company to present itself on the dyeing market with an imported product. Through an intense training activity for hairdressers, in a few years Itely manages to become a point of reference also for this market.
It is the year 1991. Participation in one of the first editions of the Hong Kong Fair brings new partnerships. Thanks to a rich training program, starting from this moment Itely Hairfashion will have a constant and progressive expansion in the Far East countries.
The opening of a new factory on the outskirts of Milan, between 1993 and 1994, on an area of ​​over 12,000 square meters, favors the growth of the company by increasing its production capacity. The new research and development center, equipped with the most modern equipment, begins the creation of cutting-edge products in the trichological sector. Here is explained the launch of Ondasoft, permanent free of thioglycolates. Its rich, protective and nourishing formulation, together with an almost neutral pH, offers hairdressers a unique tool for waving.
The expansion on the various world markets continues. Numerous distributions are opened between 1995 and 1998 ranging from Australia to Iceland. The activity on the European continent is realized with the creation of the English branch: Itely UK is born which will handle the distribution in the United Kingdom and Ireland.
After several years of activity on the Chinese market, in 2000 Itely opened a branch in Shanghai. The goal is to reach the Chinese market by directly controlling distribution. Within a few months the name Colorly also became familiar to the hairdressers of the Asian giant.
The following year the constant research, the continuous tests carried out and the progress of technological knowledge produce an exceptional result: Colorly Advanced Formula is born. A highly treating cream coloring that brings together all the latest findings of scientific research. The use of new generation pigments as well as the inclusion of protective factors make Colorly AF a unique formula of its kind.
The opening of a branch in Dubai, in the United Arab Emirates, in 2002, becomes the gateway to the Middle East. In rapid succession, intense distribution relationships are established in the United Arab Emirates, Bahrain, Kuwait, Qatar, Oman, Iran, Iraq and Saudi Arabia. Especially in Iraq, due to the current conflict, Itely Hairfashion is in a dominant position being one of the very few companies that has been able and strongly wanted to remain alongside hairdressers even in these moments of intense drama.
Many new lines were launched between 2005 and 2007, including Purity Design and the highly anticipated restyling of Advanced Color Protection, which met with the approval of both domestic and foreign customers. Furthermore, the exclusive Superstudio Grooming training center was acquired, including a hairdressing salon, a photo set, an academy and a theater for fashion shows and shows. A Spa will also be born shortly, consisting of an aesthetic institute, fitness areas, solarium and wellness center. In 2007 the new American office was inaugurated in Pittsburgh in Pennsylvania. The complex includes large executive offices, a distribution center and an academy.
2007 was the year that marked another step towards the international success that Itely Hairfashion receives every day around the world.
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CERTIFICATIONS
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The quality of a product must be built during the production process, keeping under control not only the final result but also the various stages of production. In this regard, the company has obtained two important certifications. ISO 22716 is the specific international certification for cosmetic companies and establishes the guidelines for the production, control, storage and shipping of cosmetic products with the aim of guaranteeing the consumer high standards of safety and hygiene. ISO 9001: 2008 represents the certification of the quality management system of organizations in all production sectors. ACCREDIA guarantees that the test and inspection reports and the certifications bearing the mark are issued in compliance with the most stringent international requirements on conformity assessment. SGS conducts Cosmetics GMP (Good Manufacturing Practices) audits appropriate for cosmetics and ensures compliance with related standards or with those required by the final product market. Itely Hairfashion also actively promotes its GREEN INITIATIVE project because it is committed to making its products with the utmost respect for the environment, using renewable energy, eliminating waste and recycling, within the production sites, 99% of its residues. processing. In this logic, only suppliers are part of the world of Itely Hairfashion, partners and collaborators who share the same corporate ethical values. Not only that: Itely makes use of suppliers located as close as possible to the production plants to reduce the environmental impact due to the transport of materials.
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Quality policy
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With the Quality and GMP Certification according to UNI EN ISO 90012015 and UNI EN ISO 22762007 we guarantee to all stakeholders our will to pursue the highest levels of quality and safety of our products. With a view to quality certification, GVF-GIVIEFFE SpA pursues the following objectives:
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· act in full compliance with the regulations and laws in force applicable to the organization's sector of activity;
· increase customer satisfaction through a timely and constant analysis of customer feedback data, in order to translate the results obtained into improvement objectives;
· keep the quality of the products supplied under control through systematic monitoring and process measurement activities;
· measure the performance of the Quality Management System and GMP through the analysis of data and information returned from the organization's feedback system;
· involve all staff and collaborators through constant training and information on organizational and managerial culture and techniques in order to pursue continuous improvement of processes;
· define improvement objectives in the various company areas whose achievement status is monitored.
CULTURE OF COLOR
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Itely Hairfashion is a dynamic, serious, reliable and concrete Italian company that has its strong point in color with a wide range of solutions that respect and protect skin and hair, enhancing the natural brilliance of healthy hair. Research, innovation, science and technology are concretized in effective products, of the first excellence, which are based on true, tested and, as such, verifiable results.
The identity of Itely Hairfashion lies in its "Culture", understood as a fundamental baggage of acquired knowledge and practices that become a real heritage of doing with competence. “Culture” as the collection and sharing of information, resources and skills that form the actual business experience and increase its reputation.
Itely Hairfashion is an international Color Company recognized by professionals from all over the world who appreciate its value and passion, the two driving forces that animate every concrete action of Itely Hairfashion
RESEARCH AND DEVELOPMENT
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The Itely Hairfashion laboratories have used micro pigments able to fix themselves on the external layers of the hair, deposited between the cuticle and the superficial layers of the capillary cortex.
These micro pigments are definitive direct as, for their application, no oxidative processes are involved (no prior mixing with oxidants is required as for classic dyes), but simply respect the laying times.
The delicate formula is enriched with conditioning additives that guarantee the hair greater hydration, shine and silkiness.
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ITELY IN THE WORLD
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An active and widespread presence with various branches and international partners.
The name Italy Hairfashion is in use all over the world. Itely Hairfashion is mainly present in the countries that are most attentive and receptive to the quality of formulations and services such as: the US, Mexican and Canadian markets; Spain, Portugal and Spanish-speaking countries of Latin America; Russia and countries of the former Soviet Union; Brazil; Dubai and the countries of the Middle East, Australia; United Kingdom and Ireland; China and Taiwan.
Professionalism is the watchword to operate all over the globe, not only at the company level but also by all the staff located in the various worldwide locations, ready and prepared to promptly grasp the needs of hairdressers and meet their needs quickly.
