LaunchPad - November 2011 - (Page 72)

MY WAY A Dream Realized Beauty industry veteran Louis Guarneri brings his passion for manufacturing and stylists together at American Culture. As a third-generation beauty industry veteran whose family has owned distributorships in New Y for more than ork 70 years, Louis Guarneri knows his way around the field. And after 20 years of working in distribution, he finally realized a lifelong dream of becoming a manufacturer when he started American Culture (, which manufactures Simply Smooth, Pure NV and Cure Tools. Growing up in the beauty industry, Guarneri always knew he would be making beauty products one day. When he was young, Guarneri mixed shampoos for his dad in the salon. “The shampoo was in powder form, and I was always experimenting, mixing other things into the product,” he laughs. “One time, I mixed soda into the shampoo for fragrance and everyone in the salon was sticky! My dad was pretty upset, but I did it again the very next week; that’s just who I am.” Guarneri’s vision when creating American Above: Louis and Doreen Guarneri Left: Louis with Steve Brody from BSG Louis with the American Culture team 72 11.11 Images: courtesy of American Culture Culture was to design a distributor-minded company with an understanding that the salon stylist is the customer. Ironically, Guarneri admits that one of his biggest challenges when starting American Culture—and one he still struggles with today—is finding distributors for his products. “Either the distributors are already on the treadmill running for sales for their largest vendor, or they have lost a major vendor and are reeling to survive,” he relates. “Stylists remain my biggest motivation,” Guarneri continues. “I want to go down in history as the company that gives back the most to stylists, and I want stylists to feel like they can become bigger and better because of my efforts.” —Liz Barrett

Table of Contents for the Digital Edition of LaunchPad - November 2011

LaunchPad - November 2011
Editor’s Notebook
In Touch
Runway Report
Star Struck
Backstage Pass
First Look
Inside Story
Brand New
Green Piece
Color Lab
Male Order
Tool Talk
My Way
Salon of the Month
First Person
Free Launch
Beauty 911
Saving Face
Quick Tips
Only Hue
Hollywood for the Holidays
Puppet Show
Advertiser Index

LaunchPad - November 2011