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THE COMPANY AND THE MISSION
Cadey is a leading Italian company in the world of Personal Care. Today
Cadey is an entirely renewed organisation that has used 50 years of experience to present itself on the market with increasingly innovative and competitive products. It is supported by strong advertising which has made the company and its brands famous in Italy and abroad.
MISSION: In an increasingly fast-paced society Cadey has no intention of being left behind; which is why over recent years the company has gone through some major changes, aiming to improve and refine its offer for the consumer.
Cadey intends to maintain its position as the reference Italian brand for
Personal Care, able to offer consumers high quality products, with an excellent price/quality ratio. Today the company is ready to tackle the American market with
Bilboa, its leading brand.
BUSINESS AREAS: Sun Care, Skin care, Hair Care
CADEY AND PERSONAL CARE: The goal of Cadey’s Research Laboratories is to develop distinctive avant-garde formulations with the help of the most innovative technologies and the purest and most natural and effective active ingredients:
• Use of active ingredients of plant origin;
• Formulation of new trends;
• Non-comedogenic products that therefore have no occlusive effects on the pores of the skin;
• Natural skin-friendly texture;
• Carefully selected, high tech. active ingredients;
• Close collaboration with research laboratories at universities and multinationals.
CADEY’S STRENGTHS
> Product development and innovation
The ability to identify emerging market trends and understand the specific needs of the consumer, responding with creative product, packaging and communication solutions.
> Production and packaging
Fast to develop the creative idea into the finished product.
> Marketing
Substantial and constant advertising budgets that lead to high brand recognition and spontaneous consumer approach.
> Competitive prices
Quality offered at an excellent market price has always been the reason for Cadey's success.
> Distribution channels
Hypermarkets, Supermarkets, Perfumeries, Chemists.
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Cadey is an Italian company that has taken care of the female universe with particular dedication for 50 years, binding its mission to the enhancement of beauty and care of the body, seeking to respond directly and effectively to the needs of all women.
THE HISTORY OF CADEY IN
ITALY
Cadei was the name of two brothers from Milan, well-known hairdressers who in early 1900 founded a company that almost exclusively sold henna-based products, in use in their salons.
1959:
Crucial stage in the progressive expansion of the company was without a doubt the move from Milan to Piacenza in 1959.
The Sixties:
In the following years the Cadey laboratory produced a product that was truly innovative in Italy at the time:
Depilsoap was the first depilating soap, a genuine innovation that simplified depilation, joining wax and the razor as an alternative and delicate method to remove unwanted hair. Over the following decades, Depilsoap became a rich and varied depilation line, with products ranging from depilatory cream to mousse, from strips to hot wax.
The Eighties:
In 1986 Cadey launched an innovative and enormously successful product onto the market:
Bilboa Bronze Shower, the line of shower gels that “do not wash away your tan”, available in many pleasant fragrances.
In the wake of Bronze Shower came Bilboa Sunscreens, a brand loved by the consumer, a wide and complete range of products for the protection of all skin types when tanning.
First Cadey proposed a multifunctional cream to the Italian market, combining the simple sunscreen with specific properties connected to particular consumer needs: Anti-wrinkle sunscreen, anti-cellulite sun cream, junior insect-repellent sunscreen.
In the same years (1989-1990), taking advantage of the assonance with the Bilboa brand, the
Bilba brand took shape which was specifically for hair, the first and only restructuring treatment based on a synergy between bone and placenta.
Bilba, the complete line of hair care and hair styling, stands among the top market positions in its sector thanks to the enormous publicity that supported it.
The Nineties:
After years of research, in 1996, Cadey launched an exceptional line of colouring products,
Herbal Nuance Cream. Stemming from the evolution and experience of the company, effectively supported by well-chosen packaging and a very successful advertising campaign, the line of DIY dyes took no time at all to impose itself on a market monopolised by giants, forcing them to adapt to the new rules of the competitive sector.
2000:
In 2001 Cadey launched the SkinChange brand, a line of creams that vary from anti-wrinkle line to anti-cellulite treatment, from anti-stretch marks and firming specialties to traditional moisturising and nourishing creams, which had great success thanks to the characteristic packaging in the maxi-format of 500 ml.
Today:
Today Cadey is a modern company that claims innovation as its strength. This is how
Staminaline was born, a technologically cutting edge anti-cellulite product based on
Plant Stem Cells. Cadey is still in constant growth today thanks to research into exclusive and innovative products and has decided to tackle the
American market, offering the American consumer its leading product:
Bilboa sunscreens.
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