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INTERVIEW
THE INNOVATION THAT

CHANGES SKINCARE

NINE PRODUCTS. NEUROSCIENCE.

HIGHLY TARGETED BEAUTY ROUTINES,

CRIO-COSMETICA™ FOR THE FACE.
A CONVERSATION WITH THE FOUNDER,
FABIANA FILIPPI

There is one question that always returns, when a successful
entrepreneur changes direction: why? In the case of Fabiana Filippi,
the answer is like her, direct and authentic and it is: if not now, when?
Twenty years in the family brand, which was founded in Perugia in
1985 which made cashmere a recognizable name everywhere.
Then beauty which, in her case, is a lifestyle choice, her second
life. The brand is called F2O: a chemical formula rewritten,
where the F of Fabiana has taken the place of the H of water.
The 2 stands for her second life and O for Oxygen: her choice.
FABIANA FILIPPI, The concept around which everything revolves, CRIO-Cosmetica™, is

FOUNDER OF F2O BEAUTY a cosmetic innovation that comes from an intuition and a need: let’s
see how and begin from there.

EXPORT MAGAZINE: What is Crio-Cosmetica™? And delivery system. It is always the content of the formula
may I add immediately: why is it not simply cold that is worked on. Never on the condition of the person
skincare? receiving it. There is one thing I want to say about
FABIANA FILIPPI: Because it is not cold! Really, this is neurocosmetics, since they often lump us together and
the point I start from every time, and every time I have what they write is not always correct. Neurocosmetics,
to insist: we do not lower the temperature of the skin. as it is communicated today, is almost always a story
There is no ice, there is no cooling down. What we do of emotions: the fragrance, the texture, the well-being
is activate the heat receptors naturally present in the perceived. This is of course legitimate, but it is sensory
skin which react to certain molecules exactly as they marketing. Here there is a receptor mechanism that has
would react to real cold. You feel cool but the skin is been identified and molecules that have been patented. In
at the same temperature as before. This is where the the CC-1 complex, conceived for reactive skins, we work on
interesting part comes, which is what it is worth building two receptors in opposite direction, one which stimulates,
a brand around. The activation triggers off what our the other which soothes. It is not “only” a sensory effect:
formulators call it a window of receptivity and estimate it is a “regulation” that the skin naturally does because it
it lasts between fifteen and thirty minutes. The cold is has been stimulated in a scientifically proven way.
not the treatment. It is the key that opens the door to
the treatment. EM: Let’s go on to the skin, what does it feel and
what can be seen?
EM: Cosmetics have been telling the story of FF: There are three different periods, and I keep them
innovations for twenty years, often the same. separate because in beauty communication they are
Why should this be different? always expressed together, while in our cosmetics they are
FF: This is a legitimate question and I understand it. in a sequence. The first is what is felt, and it is immediate.
Let me answer this way. For twenty years the market The second is the microcirculation. The third is what is seen
has been working by addition; a more concentrated and continues with visible effects over time: compactness,
active ingredient, a rarer peptide, a more sophisticated tone, fine lines reduced and a more even radiance.

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