L'Italo-Americano

THURSDAY, MARCH 23, 2023 www.italoamericano.org 16 L'Italo-Americano " P l a n t s a n d f l o w e r s w i l l n e v e r c e a s e t o amaze me, to fasci- n a t e m e , t o b e m y inexhaustible source of inspiration." These are the words of Daniela Villa, tech- nical director and co-founder of L ' E r b o l a r i o , an 100% Made in Italy brand that spe- cializes in natural and organic b e a u t y p r o d u c t s . I t w a s founded in 1978 by Daniela and her husband, Franco Bergamaschi. The couple started making natural cos- m e t i c s i n t h e i r o w n h o m e using only plant-based ingre- dients, and quickly gained a reputation for their high-qual- ity, eco-friendly products. Over the years, L'Erbo- lario has grown into a global brand with over 500 products ranging from skincare, hair- care, body care, fragrances, and home fragrances. The company is renowned for its dedication to using natural products, staying away from d a n g e r o u s c h e m i c a l s , a n d engaging in sustainable and eco-friendly operations. Indeed, L'Erbolario's phi- losophy is rooted in a deep respect for nature and a belief in the healing power of plants. The brand is committed to using only the finest quality natural ingredients, carefully selected for their therapeutic p r o p e r t i e s a n d p r o c e s s e d using traditional techniques to ensure their purity and potency. L'Erbolario's prod- ucts are free from parabens, s y n t h e t i c f r a g r a n c e s , a n d other harmful chemicals, and are never tested on animals, all characteristics that have b e c o m e e s s e n t i a l f o r c u s - t o m e r s w h o a r e m o r e a n d more ethically aware. The company prides itself also on another thing: every phase of production takes place in Italy, in their Parco Adda Sud production center. A s i t i s e x p l a i n e d o n t h e company's website, L'Erbo- lario never delocalized pro- duction to other countries so that it can guarantee every- thing is made ethically and sustainably. In their 2000 square meters botanical gar- den, more than 100 types of flowers and 70 types of veg- etables and fruit are grown, to later become key ingredi- ents in L'Erbolario's prod- u c t s : f r o m l a v e n d e r t o dahlias, from passion flower and chamomile to vanilla a n d i r i s , a l l t h e w a y t o a b s i n t h e , e c h i n a c e a , a n d argan. The dedication of L'Erbo- lario to delivering a distinc- tive and unforgettable client e x p e r i e n c e i s o n e o f t h e major contributing elements to its success. The brand's retail locations are created to i m m e r s e c u s t o m e r s i n a world of natural beauty and well-being, complete with l u s h g r e e n e r y , r e l a x i n g music, and knowledgeable and pleasant staff to help them navigate the product selections. To further assist c l i e n t s i n l e a r n i n g m o r e about organic beauty and well-being, L'Erbolario also provides a variety of pro- grams and events, such as s k i n c a r e c o n s u l t a t i o n s , herbalism lessons, and scent workshops. I n t o d a y ' s d a y a n d age, L'Erbolario's dedication to sustainability and envi- r o n m e n t a l r e s p o n s i b i l i t y represents one of its most appealing features. The com- pany acquires its products from organic and sustainable farms and employs environ- mentally friendly packaging materials, like recyclable paper and glass. Other envi- ronmental and social pro- jects, such as reforestation efforts and campaigns for women's empowerment, are also supported by the com- pany. L'Erbolario also strikes for its deep connections with Italian culture and tradi- tions. Several of the compa- ny's products include typical Italian components like olive oil, lavender, and rosemary. The brand takes inspiration from Italy's long legacy of herbal medicine and natural cures. As you would expect with a true Made in Italy endeavor, the company gives a lot of attention to style, too, by working with local arti- sans and artists to produce one-of-a-kind packaging and accessories that honor their Italian roots. In recent years, L'Erbo- lario has expanded its reach beyond Italy and into inter- national markets, including A s i a , E u r o p e , a n d N o r t h America. Despite this global e x p a n s i o n , t h e b r a n d remains committed to its core values of natural beauty, sustainability, and Italian heritage. In 2004, it also started a joint venture with D r . F a u s t o M e a r e l l i , Erbamea, a phytotherapeu- tic products line sold exclu- sively in pharmacies. Thanks to its commitment to natural beauty, sustain- ability, and environmental responsibility, the company became a leader in the natur- al cosmetics industry. Its d e d i c a t i o n t o c r e a t i n g a memorable customer experi- ence has earned it a loyal fol- lowing around the world, in a way that is typical of the best Made in Italy. D i d y o u k n o w that the inven- tion of the sofa bed, the most v a l u a b l e a n d essential item in every college student's apartment, is credit- ed to an Italian American? To be fair, the idea of combin- ing a bed with a sofa is much older, with some evidence of similar furniture appearing even in imperial Rome. During the Victorian era, the sofa bed became popular in Europe as a practical solu- t i o n f o r a c c o m m o d a t i n g guests in smaller homes or apartments. These early ver- sions were typically made of wood and featured a pull-out frame with a folding mattress. Forget about a good night of sleep though, as they were o f t e n u n c o m f o r t a b l e a n d bulky. But it was Italian-Ameri- can Bernard Castro who, in the 1930s, revolutionized this now ubiquitous piece of furni- ture, making it what we are familiar with today. Castro migrated to the US in 1919, where he trained and then worked as an upholsterer. In his free time, Castro liked nothing better than visiting the Metropolitan Museum of Art in New York, fascinated by the spectacular furniture h e c o u l d s e e . I n 1 9 3 1 , h e invested a total of 400 dollars and opened his own business, which flourished quickly: its best pieces were sofas that c o u l d b e f u l l y a n d e a s i l y opened up and turned into beds, the first modern sofa beds. What made them differ- ent from Roman or Victorian versions was the fact they looked — and could be used — just like regular couches, and could be as trendy and luxuri- ous as one desired. Initially, in fact, the sofa bed was consid- ered a luxury item, reserved for the wealthy and the élite. However, with the advent of new materials and manufac- turing techniques, it became much more affordable and accessible to the average per- son. The turning point for Cas- tro came after the end of the Second World War, thanks to the economic boom: in those years, Castro Convertibles were all the rage. In 1948, he even got his 4-year-old daugh- ter, Bernadette, to film a TV ad for his sofa beds. The com- mercial, which stressed how Castro sofa beds were so easy to open even a little girl could do it, was hugely popular, to the point that Bernadette was crowned the most TV-popular child in the US. Throughout his life, Bernard Castro sold more than 5 million sofa beds. What a number! Curiously, sofa beds turned into a sort of "cult object," too. This is the case, for instance, of the one from the 1960s hit television show The Dick Van Dyke Show, which quickly became a recognizable symbol of the era. More recently, the sofa bed has been featured in films such as The Holiday and Up in the Air, further cement- ing its place in popular cul- ture. T h e f i r s t s o f a b e d w a s i n v e n t e d b y C a s t r o i n t h e 1 9 3 0 s ( P h o t o : M K Lasek/Shutterstock) The front of a L'Erbolario store (Photo: Casimiro PT/Shutterstock) Bernard Castro and the sofa bed Our Made in Italy: L'Erbolario IMPRESA ITALIA MADE IN ITALY TOP BRANDS BUSINESS & ECONOMY

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