What truly garnered the attention of the natural products industry was Giovanni’s ability to grow the hair care category. To Giovanni, innovation was not only creating a chic alternative but offering the consumer a world of sophistication never before seen in the natural channel. Giovanni erased the lines between natural and professional hair care and offere...d the consumer complete hair care solutions. No longer were the natural retail shelves lined only with blasé shampoos and conditioners. Giovanni brought new life to the category by introducing natural styling aids, hair treatments, hair reconstructors, setting lotions, and more. Consumers could now choose from a plethora of gels, mousses, hair sprays, leave-in conditioners, vitamin hair treatments, and hair reconstructors to achieve their unique look and style without settling for unnatural alternatives.. In the end, Giovanni came out on top. James had successfully infused chic into natural. Giovanni had gained a reputation as innovators within the industry, and consumers embraced the idea that Beauty from the Elements is Chic on the Street. Giovanni became to the natural products industry what Sebastian was to the salon industry, and it would take more than a decade for the industry to catch up.. Giovanni is committed to creating only the highest-performance formulations, wrapped in aesthetically beautiful, eco-friendly packaging and marketed with extraordinary visuals and graphics. Read more
