Miro Marcelli is the owner of ERNESI 1978, a historic Marchigiano natural pharmaceutical cosmetics laboratory founded in 1978. Since late 2020, he left his corporate career to devote himself full-time to relaunching the family business with passion and innovation. Since 2010, Miro has lived and worked between Detroit, Michigan, and New York, promoting the Made in Italy philosophy overseas. We interviewed him for the New Yorker.
When did your first encounter with the reality of Ernesi 1978 take place?
The moment when my life meets with ERNESI 1978 is already as a child. My father and Silvana Virgili (who together with Ernesto Cappelli built the first workshop), were already together. Ernesto, unfortunately, died prematurely, but I have a very vivid memory of him. We lived in San Benedetto del Tronto, near the sea, and they were our neighbors. ERNESI comes precisely from combining the names of the founders Ernesto and Silvana. Since its beginnings, ERNESI has been distinguished by the highest quality of formulas and the pioneering use of natural and biomineral ingredients, focusing on the power of nature to enhance daily care. It all stemmed from a pioneering intuition. Silvana was an esthetician, knew the limitations of products on the market, and thought of creating something that combined multiple benefits in one product. Back then “natural” or “organic” were unknown concepts, not a commodity like today. ERNESI 1978 was born with three founding values: naturalness, sustainability (we were already using glass back then) and pharmaceutical quality standards.
But then you took a very different career path….
Yes, I had a fortunate career in Fiat Chrysler. I was very young but I had the opportunity to work with such outstanding leaders as Virgilio Cerutti, current CEO of Teksid Spa, Paolo Zangrillo, now Minister of Public Administration, and Alfredo Altavilla, former President of ITA Airways (Alitalia), during the Marchionnian period. That proximity/exposure to corporate management superstars was enough to make me think: Is this really the life I want? In my thirties, when everything seemed to be going best, I asked myself, “In the case of maximum “success,” what happens? Do I become Marchionne?” I had seen him a couple of times only-and with four BlackBerrys always in my hand. I was able to observe and learn up close how pursuing long-term corporate interest in the world of large corporations is almost a mission impossible, even for real leadership phenomena. This matured me very quickly. So, in 2006-2007, just at the time of my most important career promotion in the Fiat Group as the formalization of my direct reporting to SVP HR Paolo Zangrillo , I made a proposal to take over the company I considered family.
Was it a leap of faith?
Actually, no. It was precisely a family operation in order not to let a real gem die even then with a history of absolute prestige. I did not want that story to end. I put in an initial contribution as an external consultant to understand how the brand looked on the outside: the quality was there, but it needed work on image and packaging. For 10 years, however, I continued to follow everything from the outside. Only for the past 3-4 years have I cut off from the corporate world and devote myself full time to ERNESI 1978
How would you describe your brand management today?
Every day to root myself even more in the original vision. I ask myself: with today’s possibilities and knowledge, what would Ernesto and Silvana have done? One example is our new product, Collagen C+. A supplement, a first for Ernesi, but consistent with our history: the active ingredient is still collagen, the same one they had focused on in the late 1970s. Today Ernesi offers niche cosmetics, the result of a blend of scientific research, Mediterranean tradition and authenticity, embodying a “Ernesian” spirit: lovers of truth, genuine beauty and eco-sustainability.
Wasn’t the initial target audience the end customer? How did the line evolve?
No, our customer was initially only pharmacies, not the direct consumer. It was B2B, and this induced us to very high standards from the very beginning. Pharmacy products then started from a mid- to high-end price point, and we were distinguished from other brands by a rigorous pharmaceutical approach. We relied on legendary figures such as Dr. Gianfranco Salvi, founder and director for decades of the Carlo Erba plant in Ascoli Piceno, which has now become part of Pfizer. He was our mentor. We started in the hair area: nettle shampoo, strengthening lotion. In parallel, for skincare, cleansing milk, tonic and clay mask. The idea was simple: facial cleansing was fundamental, and creams/serums came only afterwards. We first bring this to the North American market: the focus on not skipping the necessary skincare routine and relying directly on the serum. With our tradition, we have, in addition to Made in Ital, a credibility built over many years of research but also Silvana’s direct experiences in the myriad “face cleanses” done by her on all skin types. The line has evolved but remained true to the original vision. It is a constant exercise in consistency. For me, everything revolves around one word: Authenticity: every briefing both product and marketing starts from there. We don’t count ourselves among the start-ups that study trends first and then commission accordingly to create a formula that best interprets/addresses that market trend. We start from who we are to get closer and closer to our roots, and then, at the end of the innovation process, we enhance them in the marketplace.
What is the biggest challenge today?
Keeping precisely the original vision alive in a world dominated by startups following trends. Our collagen was a protagonist in ’78 and still is today, with a new, modern, high-performance and, above all, consistent product. This is Ernesi 1978: a story that renews itself, focuses on its roots, with the ambition to enhance them especially in North America. For me, Ernesi 1978 is an act of love towards my Marche Region, growing on all fronts but still little known and underestimated, an enterprise very proud of its deep Picene roots, made of sharing, responsibility and authenticity.
You have lived in Detroit for years now and are very active in the local Italian community. How does Ernesi 1978 fit into your connection between the city and Italy?
Detroit is a city that never ceases to surprise me because of its resilience, the creativity pulsing in every neighborhood and that unique ability to reinvent itself without forgetting its roots. I have been working with several cultural institutions to strengthen the link between the Italian community and the creative fabric of the city. Just in early June, Detroit hosted the North American UNESCO Creative Cities Convening, sponsored by Design Core-the nonprofit organization that manages Detroit’s designation as a “City of Design.” The program for the 10th anniversary of this UNESCO recognition is full of panels, networking and convivial dinners to celebrate Detroit, the first U.S. city to receive this prestigious title, and in these ten years it has built an international network with other creative cities such as Turin, Montréal and Berlin. Ernesi 1978 has chosen to be present not only as a natural cosmetics brand, but as an Italian reality that has sustainability in its genes, and that bets in local identity and authentic beauty, all values that align with the mission of the celebrations. Our support is visible and appreciated. For me it is a proud moment: to see a very small Italian reality so rooted in family tradition actively participating in the cultural life of Detroit, building a thread with Le Marche, and growing in North American
The article Ernesi 1978: a story of family, vision and authenticity comes from TheNewyorker.
