Mirato

Mirato was born in the 1960s, in the midst of the Italian economic boom, a moment characterized by the strong growth in the demand for new products for personal care and hygiene.

The 1980s marked the fundamental stage in Mirato's growth: the Company launched Malizia, a complete line of personal, practical, fresh deodorants, in a variety of fragrances, intended for a young and female target. The launch is accompanied by an advertising campaign that recites for the first time the hugely popular jingle "Malizia perfume of understanding". The success is extraordinary, linked to the identification of a specific target and a new line of "self-care" products destined to quickly establish themselves as innovative products, yet practical and accessible to all.

Continuing the strategy of continuous innovation and segmentation of the offer, in the 1990s Mirato introduced a new product line and a new "umbrella" brand to the market which soon became, like Malizia, extremely popular: Intesa.

In 1997 Mirato launched Intesa Sex-Unisex, a line of personal deodorants with highly innovative characteristics, which is aimed at both male and female audiences and in 1998, finally, Mirato further integrates the range with two new lines of products for the personal hygiene: Bon Bons Malizia, first eau de toilette aimed specifically at the new target of the very young, a market segment previously not covered by the offer, and Malizia Unisex, personal deodorant for men and women that completes the offer of the Malizia line.
In December 2000 the Company acquired the Clinians business unit. The brand, with a purely female target, refined and with a high image in the cosmetics market, boasts a high reputation and is recognized on the market as a symbol of quality and safety. Clinians represents the Company's entry into the high-end cosmetic sector distributed, mainly in the Mass Market channel and, to a lesser extent, in perfumery. In 2006 the Geomar brand was acquired, essentially characterized by specific body care products (mud, scrubs, herbal creams), belonging to a rapidly expanding market niche not managed by Mirato with its own brand

In 2009 Breeze was acquired as a historical brand that has been on the market since 1962. Synonymous with efficacy and quality Breeze is the leader in the "squeeze" perfumed deodorants segment, with product functionality features that integrate, without overlapping, the offer of Mirato deodorants .

In 2015 the brands Glicemille (Natural softness for the skin) and Nidra (The sweetness of milk on the skin) become part of the Mirato family. Finally, in 2017 the Gianasso Group, leader in the natural and organic market, was acquired with the I Provenzali brand.

. A consultative collaboration is active between Advise Consulting and MIRATO.