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.
best cut and
colour step-by-step guides from the hairdressing elite on beautifully designed
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.
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
EsteticaDesign is an exclusive and luxurious magazine featuring global architecture
and design trends with a special focus on hair and beauty salons.
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
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.
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.
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.
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.
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.
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.
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.
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".
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.
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