It all started in 1963 from an intuition, that of the founder of the brand Medavita for a precious formula, «an elixir that brings vitality and energy to scalp and hair, significantly reducing the chances of hair loss: Lotion Concentrate” tells Adriana Ingargiola, Marketing Manager of Medavita.
Today, fine sixty years later that discovery, not only does this beauty and hair care ally continue to be one of the most loved products by women, but it represents the starting point of the brand’s long history, as well as the guardian of its founding values. “We have always believed that only the beauty that comes from health can give strength, awareness and well-being bringing out the best in people. We are committed every day to creating beauty, synonymous with deep self-care, starting with the health of the scalp and hair» says Ingargiola again.
At the base of everything, that powerful interweaving of science and nature, the beating heart of the pharmaceutical-inspired cosmetic formulations that have been created since 1963 to guarantee clinically and dermatologically tested efficacy and safety.
«The engine is the science that controls nature – says Ingargiola -. Scientific criteria are those with which Medavita has always drawn and approaches nature, the source of the active ingredients at the heart of all products, perfectly integrating botanical knowledge and contemporary scientific method. Privileging ethical, environmental and strictly renewable resources. The medicinal plants that make up the formulas come from the most remote corners of the globe, to make sure the best productions go into the mix: from the valleys of the Bernese Oberland to the forests of Ceylon, from the slopes of Fujiyama to the cultivations of Martinique». A world of natural treasures at the service of hair care and beauty, which Medavita has always been committed to scrupulously seeking and selecting, without compromising: «only essential oils and extremely pure plant extracts selected with great rigor all over the world».
Not by chance “effectiveness, well-being, respect are the keywords of Medavita» since the year of its birth. «Since Medavita was founded 60 years ago, many things have changed, but the ideals are always the same. All products must guarantee maximum effectiveness right away, but must also respect the physiology of the scalp and hair».
The secret of his success? «Timeless products, increasingly innovative», just like Lotion Concentrée, a complex of 10 active ingredients of vegetable origin (Aloe, Ginger, Calamus, Camphor, Arnica, Galbanum, Rosemary, Cinnamon, Myrrh, Nutmeg) which promotes the ideal trophism of the bulb in its vital growth, strengthens the anchoring system of the hair to the hair follicle and counteracts the processes responsible for the functional changes at the basis of hair loss. «Thanks to the synergy of action of all these ingredients, the historic Lotion Concentrée anti-hair loss lotion is a complete formula for the well-being of the scalp first and, consequently, of the hair. AND the secret of ageless and timeless beauty, of 100% vegetable origin. Every year, 20,000 choose Lotion Concentrée as their beauty ally, with an average of one vial opened every 25 seconds».
Happy Anniversary Medavita!
Source: Vanity Fair
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