The name of the brand DiVina Bellezza is a wordplay and combination of "Divine beauty" and "Beauty from the wine". The unique cosmetic formula of DiVina Bellezza products are based on Piemaggio red wine, grape stem cells and red organic grape extract, due to which the cosmetics contain a large number of polyphenols, including resveratrol. These components have a positive effect on the skin, promote its regeneration, stimulate collagen production, and have a high antioxidant and anti-age effect. Polyphenols have been shown to be 20 times more effective as antioxidants than vitamin C and 50 times more effective than vitamin E. Tannins, which are found in large quantities in red wine, are natural preservatives, which makes it possible to obtain up to 99% of natural ingredients in cosmetics. Additionally, the cosmetic formulas of the products are enriched with valuable anti-age peptides, hyaluronic acid, oils, vitamins and organic fruit acids. 

THE FOUNDER

Larisa Karaban, the Funder of DiVina Bellezza is the founder of the most famous perfumes and cosmetics store chain in the local market, the mother of two children, and a successful businesswoman and philanthropist. Today the stores she created as a centre of beauty granting and high spirits to millions of women.

THE STORY

THE FIRST MEETING WITH PIEMAGGIO

During one of her trips, Larisa found herself in a place that looked so similar to the Caucasus foothills, the place where she had been born and spent her childhood. Everything in that Tuscan place reminded her of her childhood – fragrances, landscapes, food, the smell of the sizzling hot ground under the sun. It was Piemaggio, a medieval estate in a hamlet called Le Fioraie. Founded in the 12th century, it is located in the middle of the path from Florence to Siena. In 2013, the Piemaggio estate and winery were bought by the Karaban family.

PIEMAGGIO, THE PLACE KISSED BY GOD

In the very heart of Tuscany, between Florence and Siena, the Chianti Road runs, for which a famous Italian wine region was named. It’s where a small old town named Castellina-in-Chianti is located with the ancient Piemaggio estate built in an incredibly picturesque area.

THE LEGEND OF THE PIEMAGGIO ESTATE

The estate was built in the 12th century, and its appearance gave birth to the beautiful legend about a mendicant friar making his pilgrimage to the Eternal City. Exhausted after the hardships of a long journey, the friar decided to stop for prayer and rest. At that very moment, he saw three friendly girls selling flowers who seemed to appear out of thin air. They offered a glass of delicious wine to the tired wanderer. The accidental encounter helped him to recover his strength and inspired him to come back to that marvellous land and to build a church (Piemaggio) there. He started tilling the ground and growing grapes, turning it into exquisite wine to serve God and fill all human hearts with hope and belief in miracles. Since those old times, wonderful Le Fioraie “flower girls”  the wine is produced in Piemaggio estate as a tribute to those three girls selling flowers.

ABOUT PIEMAGGIO WINES

Piemaggio is a place with a unique climate; its fertile ground has been tilled by hardworking peasants since the times of the Etruscans. The Italians describe this place as “Kissed by God”. The altitude above sea level, changes in temperature, microclimate and a unique ecosystem allow growing of perfect Sangiovese grapes in Piemaggio vineyards located in Le Fioraie, Chianti region. Under such conditions, the wine is stable – it doesn’t need additional of sulfur or any other stabilizers incompatible with cosmetic formulas. 

Chianti is one of Italian symbols that needs no introductions. Today, wines with the famous black rooster, the Chianti Classico certification label, are represented in the best wine collections and the most famous gastronomic establishments of the planet.

Piemaggio wine from which the formula for cosmetic production is derived is a modern interpretation of Sangiovese laced with Cabernet Sauvignon for greater muscularity and Merlot for its characteristic silkiness and softness. This blend of Tuscan and French varieties is commonly referred to as “Supertuscany”. Piemaggio has a great cellaring potential of 20–30 years.

FROM ENOTHERAPY TO STEM CELLS

As early as in the Middle Ages, the health properties of wines to be used in enotherapy were well-known. Wine is a mine of valuable vitamins, minerals and polyphenols with strong antioxidant properties. In case of contact with skin or when inhaled, valuable wine components help to relieve stress, produce a noticeable rejuvenating effect, increase skin plasticity and color.

Along with the growing interest in enotherapy, grape stem cells and their regeneration were researched. Discoveries made by the Austrian scientist Gottlieb Haberlandt in the early 20th century were a breakthrough. In the 1960s–1980s, stem cell research showed effective results for beauty therapy, but their utilization was restricted because of slow plant growth, seasonal harvesting, changes in active concentration from plant to plant and metabolism processes.

THE USP OF THE BRAND

GRAPE STEM CELLS

For today the accumulated experience and knowledge allow us to consider them as advanced ingredients with huge potential for cosmetic use. The highest plant stem cells concentration is in the kidneys, roots and young seedlings. Due to this, plants are able to regenerate themselves from the smallest parts. Special biotechnology allows to extract of stem cells from plants and to add them to cosmetic formulas mainly for anti-age category.  These components have proven properties: they accelerate skin cells regeneration, stimulate elastin and collagen production, have anti-inflammatory effect, neutralize free radicals and block UV radiation that damages the skin. Particularly grape stem cells are skin regenerative functions catalyst. Getting in the top epidermal skin layer, they act to mature human stem cells, forcing them to reproduce, promote skin regeneration and protect against photoaging. The grape stem cells are obtained from selected grape varieties. 

The combination of cosmetic expertise and natural wine ingredients testing has led as idea to create a new brand for hair, face and body care. The formula of DiVina Bellezza cosmetics is based in wine Piemaggio, stem cells and red organic grape extract due to which the cosmetic contains a large amount of resveratrol and polyphenols. These components have a positive effect on the skin, promote its regeneration, stabilize collagen and have a high antioxidant effect. Additionally, the cosmetic formula is enriched with valuable anti-age peptides, hyaluronic acids, oils, vitamins and organic fruit acids.

ACTIVE COMPLEX DIVINA BELLEZZA

EXTRACT OF ORGANIC RED GRAPES

PIEMAGGIO WINE EXTRACT

GRAPE STEM CELLS

Red grape extract and grape seed oil are rich of polyphenols, including resveratrol. 

Polyphenols act as anti-inflammatory and antioxidant agent, stabilize collagen, support elastin and reduce puffiness. Collagen and elastin form fiber matrix in the skin that supports the skin structure. Polyphenols are 20 times more effective antioxidants than vitamin C and 50 times more effective than vitamin E. Large amount of Resveratrol is found in red grapes. Resveratrol positive effect on the cardiovascular system is scientifically proven. It also has anti-inflammatory, antioxidant and antimicrobial properties. Its cosmetic and dermatologic popularity is associated with the ability to penetrate the skin barrier and to provide anti-aging effect. It’s known that cosmetic solutions with resveratrol can stimulate connective tissue regeneration and increase collagen concentration. Resveratrol binds to estrogen protein receptors, whereby it stimulates collagen production. In addition, resveratrol has antioxidant properties - it protects cells from oxidative damage, associated with free radicals and UV radiation, and slows down photoaging. Large quantities of tannins found in red wine are natural preservatives, it makes possible to obtain up to 99% natural ingredients in cosmetic formulas.

THE BRAND

DIVINA BELLEZZA CONCEPT

Thanks to the stability of Piemaggio wines, leading cosmetic laboratories have developed a unique formula for wine-based cosmetics. The name of the brand - DiVina Bellezza – is a wordplay: “divine beauty” and “beauty from wine”. It’s the new trademark of skin care, body care and hair care cosmetics based on wine extracts and stem cells. DiVina Bellezza surpasses all its predecessors in the history of cosmetic production when beauty preparations were simply accentuated with grape perfume agents or extracts.

The story about a mother and a daughter who became founders of their own cosmetic company underlies the creation of the brand. Both of them were born in Italy, representing a respected family with a great history, inextricably linked to the chronicles of this locality. Their particular features are typical for the customers as well. They have an aura of nobility and dignity. They are gorgeous and natural and have everything they need to be happy. They enjoy their lives together in harmony and balance with each other like fruit from the same bunch of grapes. They have the “Secret” turned into “Knowledge”, so they are calm and confident in their decisions, their paths, their choices. They are guides to the DiVina Bellezza world – the world of divine beauty. Their business is their gift to the world that they treat like everything else in their life – honestly and carefully, with love and delight. That’s the story the brand tries to express while filming DiVina Bellezza campaign.

THE PRODUCTS

WINE FACE CARE

Face Cream Cocktail Anti-age, 50 ml. 99% natural ingredients

Cosmetic effect as follows:

Application: Apply to the face skin morning and evening with a light massage.

Basic Ingredients:

* organic extract

Better with Divina Bellezza Moisturising Lotion Starter.

Moisturising lotion starter, 100 ml. 100% natural ingredients

Cosmetic effect:

Application: Spray on the face before cream applying or at any time of day to hydrate and to refresh skin. Do not remove. Avoid contact with eyes.

Basic Ingredients:

Better with Divina Bellezza Cream Cocktail Anti-age.

Perfect Eye Contour Cream, 15ml. 98% natural ingredients

Cosmetic effect:

Basic Ingredients: Active complex DiVina Bellezza, hyaluronic acid, peptides, olive, jojoba and avocado oils.

Application: Apply a small amount of cream on the pre-cleaned skin of the eye area in the morning and in the evening.

Perfect lip balm, 15ml. 99% natural ingredients

Cosmetic effect:

Basic Ingredients: Active complex DiVina Bellezza, vitamin Е, stevia extract, castor oil and shea butter.

Application: Apply a thin layer of balm to the lips whenever necessary.

Revitalizing Grape Water, 200ml. 99% natural ingredients

Cosmetic effect:

Basic Ingredients: Active complex DiVina Bellezza.

Application: Spray on face and neck skin avoiding contact with eyes. Use throughout the day as needed.

Aqua Divina Bellezza, 100ml. 97% natural ingredients

Cosmetic effect:

Basic Ingredients: Active complex, mint essential oil, myrrh extract, rosemary essential oil

Application: Spray on face and neck skin avoiding contact with eyes. Use throughout the day as needed. 

For maximum results, it is recommended to use a two-stage moistening Aqua Divina Bellezza + moisturising Gel Cream

Moisturizing Gel Cream, 50ml. 99% natural ingredients

Cosmetic effect: 

Basic Ingredients: Active complex DiVina Bellezza, peptides, chamomile, wild rose, calendula, mallow, extracts, sodium hyaluronate, shea butter.

Application: Apply on pre-cleaned skin of the face and neck area in the morning and in the evening.

Micellar Cleansing Water, 200ml 99% natural ingredients

Cosmetic effect:

Basic Ingredients: Chamomile extract, rosehip extract, hamamelis extract.

Application: Dab some of it on a cotton pad and wipe one's face gently with light moving along the massage lines.

Instant Foaming Cleanser, 150ml. 96% natural ingredients

Cosmetic effect: Cleanses facial skin gently making one instantly feel fresh and clean.

Basic Ingredients: Active complex, hamamelis extract, chamomile extract.

Application: Lather a small amount of cleanser in wet hands, apply it on the face and neck area, then rinse with warm water. Apply in the morning and in the evening.

WINE ORAL CARE

Concentrated Mouthwash Limoncello, 100 ml. 98% natural ingredients

1x3 Formula: A unique Concentrated Mouthwash flavored by delicious Italian Limoncello

Cosmetic effect: Grape extract and Piemaggio wine protect against free radicals and support oral immunity, while cardamom and aloe provide long-lasting antibacterial protection. Ginger essential oil and menthol remove plaque, turmeric and vanilla extracts help retain the natural whiteness of teeth.

The mouthwash with the natural flavor of traditional Italian Limoncello keeps the breath super fresh and turns one's daily routine into a sophisticated ritual with an Italian accent.

Basic Ingredients:

*organic extract

Application: For daily oral hygiene: rinse one's mouth with 10 ml of product diluted before use in ratio 1:3, for about 15-20 seconds.

Limoncello  Toothpaste, 300 ml. 99% natural ingredients

Cosmetic effect: Efficient and safe gel toothpaste in a convenient dispenser packaging: no more squeezing, just press the pump! The unique combination of Piemaggio wine extracts and grape stem cells sanitizes the oral cavity and has an anti-inflammatory and antioxidant effect thanks to the high polyphenol content.

Xylitol strengthens teeth enamel and prevents dental caries, stevia and cardamom extracts reduce gum sensitivity, ginger essential oil removes plaque. Curcuma extract restores the natural whiteness of teeth. The toothpaste is excellent for daily teeth cleaning of sensitive enamel. The traditional flavor of Italian Limoncello turns the daily routine into an exquisite pleasure. Contains no fluoride and no artificial colors or flavors.

Basic Ingredients:

*organic extract

Application: Wash the teeth after every meal, brushing them for at least one minute and rinsing them well after every single application.

WINE BODY CARE

Gentle Face & Body Scrub, 200ml. 95% natural ingredients

Cosmetic effect:

Basic Ingredients: Active DiVina Bellezza complex, panthenol, grape seed oil, wood pulp granules.

Application: Apply the scrub on the wet body skin and massage the skin for several minutes, then rinse with warm water.

Softening Shower Gel, 300ml

98% natural ingredients

Cosmetic effect:

Basic Ingredients: Active DiVina Bellezza complex, apple and peach extract, orange extract.

Application: Apply a small amount of gel on the wet body skin, massage the skin with a light motion, then rinse with warm water.

Moisturizing Shower Gel, 300ml. 97% natural ingredients

Cosmetic effect:

Basic Ingredients: Active DiVina Bellezza complex, hop extract, pomegranate extract.

Application: Apply a small amount of gel on the wet body skin, massage the skin with a light motion, then rinse with warm water.

Energizing Shower Gel, 300ml. 98% natural ingredients

Cosmetic effect:

Basic Ingredients: Active DiVina Bellezza complex, lemon and orange extract, carnation essential oil.

Application: Apply a small amount of gel on the wet body skin, massage the skin with a light motion, then rinse with warm water.

Body Yogurt, 100ml. 96% natural ingredients

Cosmetic effect: 

Basic Ingredients: Active DiVina Bellezza complex, chamomile extract, oats extract, argan and sunflower oil, shea butter.

Application: Apply a small amount of cream on one's body skin with a light circular motion until it is fully absorbed. Use after taking a shower/bath or whenever necessary.

Perfect hand care Repairing hand cream. Ultra moisturising Hand. Gentle Softening Hand Cream - all 75ml. 98% natural ingredients

Cosmetic effect:

Basic Ingredients: Active complex DiVina Bellezza, hyaluronic acid, chamomile and lemon extract, shea butter, avocado and grape seed oil.

Application: Apply a small amount of cream on clean hand skin. Use it every time after washing the hands.

Repairing hand cream, 300 ml. 98% natural ingredients

Cosmetic effect: Hand cream has become an absolutely indispensable product in one's daily routine. And the brand has decided to increase Repairing Hand Cream Volume fourfold! It is an ideal treatment made with Piemaggio wine to keep the hands young. Due to anti-age ingredients with vegetable oils and shea butter cream nourishes skin deeply. Organic plant extracts, panthenol and wheat germ relieve irritations while hyaluronic acid provides permanent hydration.

Basic Ingredients:

*organic extract

Moisturizing and nourishing Body Lotion, 300ml. 97% natural ingredients

Cosmetic effect:

Basic Ingredients: Active DiVina Bellezza complex, horse chestnut and horsetail extracts, sweet almond oil, grape seed oil.

Application: Apply a small amount of lotion on the body skin with a light circular motion until it is fully absorbed. Use after taking a shower/bath or as needed.

Men care 5 in 1 Botte di Vino, 300 ml. 98% natural ingredients

Cosmetic effect:

Basic Ingredients:

Application: Apply on wet body or face skin or hair, gently massage and rinse off with warm water.

Nourishing shower oil, 300 ml. 87% natural ingredients

Cosmetic effect: 

Application: Apply the shampoo on wet hair and foam it thoroughly, then rinse it thoroughly with warm water. Repeat the procedure if necessary.

Basic Ingredients:

Crema di Sapone, 100g. 98% natural ingredients

The gentle soap is produced in accordance with historical Tuscan traditions is based on a unique Piemaggio wine with adding natural nourishing coconut oil and calendula flowers extract.  The soap cleans skin softly and carefully, leaving it gently perfumed with a precious aromatic note. The Crema di Sapone collection is inspired by the charming beauty of Tuscany, each of the 6 types of soap reminds of the sunny and bright Italian summer!

Active functional principles:

The collection includes the following variations:

Botte di vino - Sophisticated fragrance of spices and noble wood;

Frutti di bosco - Rich fragrance of ripe forest berries;

Bouquet del rosmarino - Fresh fragrance with green notes of rosemary, sage, laurel and lavender;

Limoncello - Citrus and floral notes that remind of the citrus fruits of Sorrento, used to prepare Limoncello;

Giardino del fico -  Joyful fragrance of sun-scented flowers and figs, seasoned with the freshness of green leaves;

Estratto d'uva -  Warm fragrance of juiced grapes with notes of white peach and almond flowers.

WINE HAIR CARE

Volume & shine hair shampoo, 300 ml. 99% natural ingredients

Cosmetic effect:

Basic Ingredients: Active complex DiVina Bellezza, orange, lemon, kiwi, and grapefruit, and blueberry extracts.

Application: Apply the shampoo on wet hair and foam it thoroughly, then rinse it thoroughly with warm water. Repeat the procedure if necessary.

Hair repair shampoo, 300 ml. 99% natural ingredients

Cosmetic effect:

Basic Ingredients: Active complex DiVina Bellezza, silk proteins, panthenol, keratin, lemon and orange blossom extracts.

Application: Apply the shampoo on wet hair and foam it thoroughly, then rinse it thoroughly with warm water. Repeat the procedure if necessary.

Frequent use hair shampoo, 300 ml. 99% natural ingredients

Cosmetic effect:

Basic Ingredients: Active complex DiVina Bellezza, ginseng, lemon, orange blossom, cardamom, thyme and juniper extracts.

Application: Apply the shampoo on wet hair and foam it thoroughly, then rinse it thoroughly with warm water. Repeat the procedure if necessary.

Coloured hair shampoo, 300 ml. 99% natural ingredients

Cosmetic effect:

Basic Ingredients: Active complex DiVina Bellezza, aloe juice, panthenol, silk proteins.

Application: Apply the shampoo on wet hair and foam it thoroughly, then rinse it thoroughly with warm water. Repeat the procedure if necessary.

Hair Conditioner, 300 ml. 94% natural ingredients

Cosmetic effect:

Basic Ingredients: Active complex DiVina Bellezza, blueberry and pomegranate extracts, almond, shea and grape seed oils.

Application: Apply the conditioner to one's hair, pre-washed and thoroughly wrung out, distribute it evenly over the entire hair length, leave for 2–3 minutes, then rinse with warm water.

Complex Repair Hair Mask, 200 ml

Cosmetic effect:

Basic Ingredients: Active complex DiVina Bellezza, panthenol, sweet almond oil, lemon and orange blossom extracts.

Application: Apply the mask to one's hair pre-washed with shampoo and thoroughly wrung out, distribute it evenly over the entire hair length, leave for 5–8 minutes and then rinse it thoroughly with water. 

Intensive Hair Treatment Complex, 30 ml

Cosmetic effect:

Basic Ingredients: Grape seed, avocado and rosehip oils, panthenol and keratin, silk proteins.

Application: Take a small amount of oil in one's hands and warm it, apply it to dry or wet hair, and then distribute it evenly over the entire hair length. Do not rinse.

Hair Elixir, 100 ml

Cosmetic effect:

Basic Ingredients: Grape seed, sunflower, argan, Brazil nut and sweet almond oils.

Application: Take a small amount of oil in one's hands and warm it, apply it to dry or wet hair, and then distribute it evenly over the entire hair length. Do not rinse.

MARKETING & SALES

The company believes that Divina Bellezza is the first and only brand that contains red wine itself. The goal as a cosmetic brand is to present products for the care of the skin of the face and body, which carry all the unique properties of wine, known for a long time.

That is why Divina Bellezza:

It was important for the company to create a product that everybody want to use over and over again. That is why the percentage of return and repeat purchases is very high. In addition to the excellent quality and visible effect of the products, the company also encourages people to come back to the products through promotional materials and loyalty programs. The company's marketing path began with the presentation of the product line at TFWA World Exhibition 2019, where an innovative product in the field of skin care products caused a real hype. At the moment, the brand is successfully sold in the network both in the boutiques of Piemaggio Wine & Cosmetics, and in one of the largest perfumery and cosmetic networks in Russia, Rive Gauche (more than 160 points). In addition, the brand is represented in TSUM (Moscow).

As for the European market, the company's development plans were strongly influenced by the situation with Covid-19. Before the start of the pandemic, the company has signed a contract with Laiks Mode, Latvia (Neroli Riga stores), the distributor in the Baltic countries. The brand is represented throughout Italy in:

DITANO
Piazza Ciaia, 18
Fasano (BR)

MENTA E ROSMARINO
Via Carlo Cattaneo, 11
Pesaro (PU)

PROFUMERIA ESTASI
Via Alberto D'Andrea, 1
Centro commerciale Warner Village
Montesilvano

PROFUMERIA ESTASI LUXE
Via Trento 90
Pescara (PE)

CASAMARIA ROMA
Largo G. Toniolo, 7
Roma (RO)

Despite the closure of offline sales and the difficulty of adapting to the new reality, this was an excellent start for the brand's online promotion. The company is actively raising brand awareness through the following tools:

The brand's main attributes that it broadcasts to the audience are:

Locations where the products could be found:

E-commerce platforms are divina-bellezza.com, divina-bellezza.ru, rivegauche.ru, nerolicultbeauty.lv, ditano.com.

BRANDING & DESIGN

When developing the packaging, the company made a choice towards a more laconic and calm design. It was important to reflect the main qualities and advantages of the product, while not overloading information. The company also wanted Divina Bellezza cosmetics to fit well into any bathroom design, so the emphasis was on neutral colors that do not create visual noise. The brand has already made a complete rebranding and products already in the updated design will be presented on the European market end of 2021.