It would be a great pleasure for us at Erbavoglio to talk to you about how the company was born, how it has developed in recent years and the many results we have obtained. We could talk about the many positive experiences that have marked the modern breakthrough of herbalist science. We could talk about numerous challenges that we have overcome with patient research and constant dedication.

We however prefer to talk about the reasons that have made Erbavoglio a leader in this sector, about the dedication that has pushed us to study selected phyto-specialities and to improve health problems related to protection and personal care.

This company was created by the experience and initiative of Tiziana Lugli 30 years ago and she remains the heart and soul of the company. Erbavoglio projects and formulates phyto preparations of the highest quality, using selected natural raw materials. In modern laboratories specialising in research, development and quality control, Erbavoglio technicians follow each phase of the manufacturing process to guarantee the protection of the usage of
raw materials..

After her studies at the University of Perugia (Italy) and obtaining the diploma of Herbalist in 1976, Tiziana Lugli founded Erbavoglio in the same year with a Herbal/Natural products retail shop in Brescia (Northern Italy). Tiziana Lugli managed the shop herself with a lot of passion for herbs and for nature and with the aim to create a real culture of the natural products, between radio broadcasts and direct television transmissions (Radio Centrale, Radio Brescia, Teletutto) and the first Italian Nature's oriented house organ "Vitalità" (Vitality), answering punctually to the multiple questions of the public.

Very soon Erbavoglio and Tiziana's expertise became very popular in the city, resulting in many accomplishments such as the recognition as one of the most successful new activities from the Major of the city and leading to the expansion of the activity opening 3 other Herbal Shops. After a few years, the request from other shops located in several cities to have the same preparations was constantly increasing thanks to the popularity of Erbavoglio through the word of mouth of its clients. Therefore the decision of making these products available to other shops resulted to be very wise. The production and distribution company was established 1987 for the continuing needs to offer products that are really effective and sure, formulated with the herbalistic experience that by now is due to her.

The first product distributed throughout Italy was "XU Anti-cellulite", being one of the first cosmetic lines using Liposomes and that is still now a leading cosmetic product on the market. Xu was the first line within our range to obtain the very important "Certificate of Efficacy" from the University of Pavia. Such accomplishment was then obtained for many of our products also including Sodo.
Then the line "VENUS IV", one of the infusions that made the Erbavoglio shops popular in its basin, was introduced in the Italian market place immediately becoming the leading natural "Weight loss program" in Italy.

After almost a quarter of century of increasing results and over 140 products within the Erbavoglio range, our most recent step is the establishment of the "Erbavoglio Foundation". Started last year inside the globally renowned University of Milan, its purpose is the research and development of new cosmetic formulations and technologies for the cicatrization of the tissues in order to constantly improve the benefits that nature can bring us..

It is precisely from an herbalist shop that began Erbavoglio by Tiziana activity.
When Tiziana Lugli opened her first sales outlet in Brescia, she decided to call it "Erbavoglio", using an old refrain that parent repeat to their children to teach them that "the herb of naughty kids doesn't grow even in the garden of kings"

But since the natural products that Tiziana Lugli offered her clients were not only safer and healthy, but also effective, the first shop was soon extended to create a company that successfully manufactures and markets natural products all over Italy.

And its founder decided to add the "by Tiziana" logo to its name, to testify her direct, personal involvement and guarantee of the product natural components and ingredients.

Export Magazine: Why did you decide to create a whole range of cosmetic products?
Tiziana Lugli: I knew from my direct contacts with consumers, that women wanted their beauty and personal care products to be really natural and to use top level natural ingredients. I have always taken a great interest in research, especially when it is applied to natural raw materials such as plants, flowers and herbs, because I believe that it is only through nature that human beings can achieve beauty and psycho-physical well-being. On the other hand, I was aware that the traditional work of herbalists has to be supported by modern technology and by the contribution of professionals, such as chemists and cosmetologists, who provide their know how to ensure the product effectiveness and functionality. I have for instance worked in close contact with a chemist, in formulating our new 'Antipollution' line.

EM: Yet, it is sometimes difficult for herbalism and chemistry to work Science is an indispensable ally for natural products, when it respects their special features and is applied to pursue harmony and wellbeing.
EM: The range of Erbavoglio by Tiziana products includes, together with cosmetic products, also infusions, concentrates and food integrators. Do these products perform a synergetic action with
creams, lotions, shampoos, etc?
TL: Human beings are complex 'machines' whose beauty comes also from inside. The products that integrate the 'fuel' used for this machine or purify its inner parts can certainly enhance the action of cosmetic products and creams. Health is an indispensable prerequisite to beauty.

EM: There is a real culture of natural products. What means do you normally use to communicate its principles to consumers?
TL: I started 30 years ago, already, with radio broadcasts during which I explained the special properties of natural products, listened to the problems of people and offered them my advice on how to solve them, in a natural way, of course! I have also written many articles on this subject and I very often offer consultancy services. Finally, we use the traditional media, TV, newspapers and magazines to present the natural concept that is always the basic element of Erbavoglio by Tiziana products.

EM: What are the most common problems experienced by people who choose natural products?
TL: Losing weight and getting a slender, harmonious silhouette without going on a strict diet, or undergoing aesthetic surgery. Women are also very concerned about the condition of their skin;
age and pollution are two terrible enemies against which the skin needs to be protected to preserve its beauty. There are of course other problems, which are particularly felt by consumers: cellulite or a poor hair condition. Our range actually includes some natural products that are specially effective and really vanguard.

EM: Going back to communication, your company has a reassuring approach to problems.
TL: Our communication probably reflects my personal attitude to life and problems. I have a positive approach to the world and people around me and I want to transfer joy and serenity rather than drama or worries. All our products, our communication, our visuals are inspired by a more serene vision of life.

EM: Your company has been extending its scope beyond the Italian borders and you are now setting up your network of international distributors. What do you expect from your foreign partners?
TL: We are looking for companies and people who share our philosophy and understand how important it is for cosmetic products to be natural, safe, effective. I have been working for years to
formulate this kind of products, pouring all my dedication and efforts into them. I expect our partners to believe and to convey the same concepts that have guided me in creating our range. I cannot hide that our company has a strong interest in export, because our products deserve to be appreciated abroad as they are already being appreciated in our country. Italy has a very good reputation, all over the world, for herbalist products and this is another important element to justify our confidence.

EM: Do you think that fragrances can make a cosmetic product more pleasant or do they interfere with its natural concept?
TL: I like delicate scents that are not too persistent and recall the aromas of nature: lemon, orange, bergamot, lavender, lily-of-thevalley, lilac, etc. It is possible to use these simple fragrances and blend them in a variety of ways to create delicate accords that make the products much more pleasant to use.

EM: Why do most of your products carry names that are inspired to Ancient Egypt?
TL: First of all, because it-was the cradle of cosmetology; by paying homage to Egypt I wanted to acknowledge the role played by cosmetology to make us healthier, more beautiful and happier. And also because I have studied the raw materials that were used by Ancient Egyptians and I have made a few very interesting discoveries.
Like, for instance, the fact that lily was the flower of queens, who used its extract for its firming properties. I have included this extract in the formula) of the bust firming cream. But this is only one out of many 'revivals' that give me great satisfaction; working on ingredients that, for a variety of reasons, have been neglected for hundreds of years and finding out that they are extremely useful in solving the problems of modem people, is like a wonderful return to nature.