In 1946 editor Mino Pissimiglia had a vision… to create an international magazine network dedicated to the hair industry. This has become the strength and focus of ESTETICA - to speak, with an international voice, directly to hairdressers. After 24 editions, ESTETICA established itself as the leading magazine worldwide. 19 of these were set up in the last 15 years, giving testimony to the escalating success of the "Estetica formula". ESTETICA has therefore become a privileged witness to the evolution of hairstyling and fashion. The Ultimate Hair Magazine Opening one of Estetica's magazines or albums, is like stepping into a world of vision, imagination and pure luxury. Every photograph, model pose, salon experience is a thought provoking inspiration. International Trends Issued 4 times a year, Estetica UK is a high-gloss magazine with over 160 pages dedicated entirely to the latest trends from the world of hair fashion. A strong connection to the dynamic British beauty industry and in-depth coverage of the major issues and trends that affect the business make Estetica UK an essential professional tool. The International Section, contained in each issue and translated in English, Italian and Spanish, provide readers with the important advantage of global beauty coverage, including the most beautiful hair collections from the world's top hairdressers and the latest news on international trends in fashion and beauty. Fabulous Collections Estetica UK subscribers receive four seasonal issues as well as two Estetica Design albums. Also available are three other albums, presenting the most beautiful collections and step-by-step guides of top hairdressers from around the world: the Studio Collection Gran Gala & Technique. The Studio Collection Men & Technique. A collection book with eye-catching pages displaying the best of the best for men. A stylish insight into the world of top-class hairstyling. The Studio Collection Colour & Technique A selection of the best cut and colour step-by-step guides from the hairdressing elite on beautifully designed pages. EsteticaDesign is an exclusive and luxurious magazine featuring global architecture and design trends with a special focus on hair and beauty salons. ESTETICA 1940's In 1946, the first issue of Estetica came out in Turin, a magazine destined to become a worldwide industry leader. The first Estetica held an advert for Vesta, a gadget for perming and setting hair without the use of electricity (a situation ever more frequent in the post-war period). But how was it possible to sell it, if nobody even knew it existed? A magazine for updating hairdressers was lacking. Estetica saw the light and filled the gap - the genius intuition was of Mino Pissimiglia, founder and forerunner of a Turin-born success story. 1950's On the Estetica covers of the 50's, photographs alternated with drawings by wonderful artists such as Piccinelli, Tonarelli, Stroppa and Paul Valentine. Mino Pissimiglia commissioned the artists' drawings, as well as selecting the fashions and hairstyles featured. In August 1955, the cover of Estetica showed a charming young actress, at the outset of her career. This was Liz Taylor, still today an icon of beauty. In those years, the artwork was entrusted to Checco Acqualagna. His great precision in drawing out even the headings freehand resulted in different characteristics, following the creativity of his pen. The posters and album pages have always been a distinctive feature of the magazine. The first album (like the first poster) dates back to 1957. Hairdressers often cut out pages to decorate their salons, or provide picture presentation books to clients from which they can choose their favourite style. 1960's: The expansion into foreign markets represented a gratifying project, which Mino Pissimiglia welcomed with attention, energy and his usual longsighted vision. It was further encouraged by the economic boom of the early Sixties, a thrilling period for the Italians. In '62, the "Peru and Latin America" Estetica edition took off, and the following year saw the Arab language supplement for the Iran and Middle East markets. The era of globalisation was just beginning. The Sixties preferred news with an international taste. The United States exported the Jackie Kennedy look, England offered the Beatles' style. France went crazy for wigs and hairpieces, whilst Italy was invaded by a passion for teasing back hair, a fad deriving from the "nanette" style launched in Turin by the High Fashion Italian Hairdressing Centre. Increased volumes, bigger heads and Estetica was exporting the big names in hairdressing, dedicating to them much of their glossy and ever-more elegant pages. In 1968, as the younger generation started to rebel, Estetica moved towards a freer hairstyling, a more streetwise fashion. "The cut is everything" declared Vidal Sassoon whilst he cut hair with absolute geometric precision, almost like a surgeon. 1970's: Estetica celebrated a special "silver-wedding" anniversary with hairdressers from all over the world, in a special edition. Inside, Mino Pissimiglia, with his beloved wife and partner Olga alongside, told the story of how his now-cult magazine was created and with what principles. The original headquarters is still in Via Cavour, just steps away from the Valentino Park, a famous Turin area. For this twenty-fifth anniversary, Estetica adopted a silver cover, doubled its pages and told the story of its success. Interest in the international markets was increasing - apart from the bilingual editions, text translations were introduced in French, Spanish and German. Estetica plunged into preparations for the 1978 Cosmoprof, with a 78-page issue, a record for a magazine in this sector, a credit to Italian hairdressers. From all over the world, messages of appreciation started to arrive, congratulating the magazine for its ever-more refined graphics and photography. 1980's: The March/April edition of 1986 marked Estetica's fortieth birthday. Great celebrations took place at Cosmoprof in Bologna, where the most memorable front cover pages were put on display. Thanks to a series of dynamic editorial and commercial ideas, Estetica now reached its target of tripling its turnover in just five years. Publimatic was born and the publication Zeffiro was acquired, which was re-introduced in 1989 after restyling of graphics and contents. Management of Zeffiro was handed over to Paola Gallotti, Roberto's wife and experienced journalist in the field, who was already a collaborator with Estetica and Beauty Special of the Corriere della Sera newspaper. 1990's: On the multimedia front, a new challenge emerged - Estetica on-line. For the fiftieth anniversary of Estetica, a retrospective display show was put on at the Cosmoprof in Bologna, celebrating half a century of female beauty. One hundred painstakingly-chosen photos which make their mark in the history of hairdressing were on show, selected from over 150,000 printed by Estetica and collected together in the Art Book (put together as a precious catalogue of the show). The Pacific market became the new strategic target. Estetica expanded into Australia, Hong Kong, Taiwan and Japan. The first Asian Estetica edition appeared in Korea. The Korean success was remarkable - in under four years, Estetica increased from four to twelve annual issues and sales (also from newsstands) rose to 30,000 copies. 2000's With the arrival of the Third Millenium, Estetica revised its image with a targeted graphics restyling, and went to Paris to receive the Best Photo Award from the Fédération Spécialisée, an authority in specialised publications. The photos, by internationally famous stylists, are the essential business card for those in the beauty world. EsteticaDesign arrived on the scene, a twice-yearly magazine distributed internationally in three editions, which features the world of design with particular reference to interior design in trendy salons and spas. The inauguration took place in the prestigious Palais de Tokyo in Paris, attended by seven hundred guests from the worlds of architecture, interior design, art galleries, advertising, and the Press, not to mention the most famous French hairdressers. Following this success, the EsteticaDesign Award was established, an award for the best salon design in the world. Sixty years old and looking good. Over the last decades, Estetica has constantly renewed itself, both at a graphics level and in its contents, to keep its worldwide public happy. The celebratory issue of January 2006 was the first step in a project directed at the collection and safekeeping of the heritage of pictures, events, techniques and ideas produced in the world of hairdressing. Estetica thus confirms its status as a "historic testimony of our industry". Facts: • Estetica is distributed in over 80 countries • It has a circulation that exceeds 270,000 copies • There are 14 branches and more than 80 employees specialising in beauty and new hair trends. • Estetica now publishes 24 titles: Asia, Australia, Brazil, China, France, Germany, Greece, India, Indonesia, Italy, Korea, Latina, Mexico, Netherlands, Poland, Portugal, Romania, South Africa, Russia, Spain, Turkey, UK, USA, World. Click here to see more ESTETICA styles Click here to find out more about ESTETICA subscriptions