SInce 1988,my work has been the testimony of an ancient tradition of Italian Herbalism in the U.S.”. “From a dream of quality, herbs and alchemy came a business.” -
Ms Carmen Miraglia-Erbe founder
Standing for tradition and trying to occupy a niche in the local or international market are two fundamental guidelines small companies should stick to, if they want to prevent big mass-production cosmetics corporations from totally overwhelming them, leaving no more opportunities of a significant diversification of high quality products.
In order for small and medium size businesses ,operating in the cosmetic industry, to survive the aggressive coming of the big scale production system,they should always measure their success by how different they are from the larger businesses, that often take the idea of beauty and corrupt it through mass marketing and aggressive cost cutting, and, ultimately, silly claims.
Big companies do not know people, and, worse, do not care to know people. Rather, they employ the tactics of demographics, psychographics and analytics to reduce everybody to some abstract being, possessing certain needs and assets.
On the other hand, small companies should be always hands-on, by making simple promises in the form of a highly personal and, so, meaningful message to their faithful clients. The products we propose have to be inspired by our relationships with them.
The majority of big industry skin care lines include chemicals, which imitate the healing actions of the actual botanical extracts found in products studied and developed by many small companies,who are still engaged in an highly ethical production approach. What we’ve found is that chemicals, however cheerily or “scientifically” expressed, achieve only superficial and temporary results. They offer illusions—the famous “hope in a bottle.”
On the contrary,ingredients used by small companies should be different. Products they propose shall put the clients on the right healing track. They have to interact with the client's skin; they have to work deeply because they have to be intended to cure actual dermatological problems. The right regime should be few products, each intended to provide real and lasting benefits.
Small companies committed to produce organic products should mirror themselves in the natural world and the relation to it. They have to come out from a real tradition: for example in our case this tradition is “The Authentic Italian Beauty Tradition.” We are the descendants of generations of men and women who understood the relationship between real beauty and true health and found in the Earth, and for this reason none of the products made by "depersonalizing" big companies could ever compete with what we offer.
We have been surviving the aggressive coming of the manufacturing age because we have been always committed to raising the awareness of a largely ignored past. We have reclaimed the wisdom of our Italian monks, whose healing practices anticipated by centuries what we think of as “modern” today. They are our past, and we are their future.
Toward that end, we reject the pathological pursuit of profit at the expense of the real. Small businesses aims have to be as humble as their formulations; we have to help people enjoy lasting results from a few truly effective products rather than being caught up in a cycle of useless purchasing. We personally think this entrepreneurial approach is the right path small businesses have to follow if they do not want to disappear under the heavy financial and political power of big corporation.