You enter a world and then, through innovative spa rituals, natural products with inebriating fragrances and expert hands, you come out regenerated and transformed. Whether it's a fashion show, a film set or a salon experience, since 1966 Aldo Coppola has been a point of reference for natural beauty. A passion that runs in the blood and is passed down from generation to generation. Let's pause time and retrace the most important chapters of this journey. Aldo Coppola Jr. takes us behind the scenes of what is now an international company with offices around the world.
"Ours is a very personal story. My father opened his first shop in the center of Milan in '66, but the story began even earlier, with my grandfather who was the first to open a small hair shop in the Isola neighborhood of Milan. My father Aldo, not wanting to study, started working there at'age of 12 and then study at'Academy of our sector".
At the roots of Aldo Coppola's story is a romantic visionary with boundless artistic talent…
«Certainly. At 15 my father was already a teacher of'art, with an uncommon gift, a natural artistic talent: he could have even been a painter. From'intuition of the grandfather and from'Aldo's creative flair started the whole carousel and our legacy with the world of beauty and hair. At around 22, together with his brother Antonio, Aldo rented his first shop in via Manzoni in Milan and from there we entered the heart of our story.
A story you have been part of since birth and in which, at a certain point, you began to play an active role. Do you want to tell me about your journey?
«I entered the'activity when I was 15 years old, it was 1986. At 13 I was already in love with the job and I would have liked to work in the shop, but my father told me that it would be the'last job of my life…and not having a great communication relationship with him because he was very busy at work, and he was also quite demanding as a person (says Aldo Jr. laughing), you can imagine the clashes during my adolescence. So I had no choice but to take him literally and choose what seemed best to me at that moment and I started studying dental technology».
But the call of the Salon and the world of beauty was too strong: you can't say no to true love, right?
«In order to be as close as possible to my father's Salon, I worked during the day in a studio that was only 500 meters from the Salon in via Manzoni. Every day, during the break from one to three, I went to the Salon and since there was a lot of work, I helped wash the customers' hair and did other tasks. In those years, between the '70 and the '80, in Milan c'was a'incredible atmosphere. In the fourth year of my studies as a dental technician I said to my father: “look, I want to do your job, if I don't do it at your place I'll go to the hairdresser across the street and do it there”, and since then I have actively entered the'family business."
Your presence has stimulated the growth of the'company with new strategies on a national and international level: what were your first steps?
«First of all I learned the ropes by knowing the secrets thoroughly ""artisans" of the trade, working for 10 years as a hairdresser. I was lucky to do this job before, and to know all the internal dynamics, because they helped me for commercial development and in communication with the customer of the Sector. Initially, I opened a'freelancer agency with hairdressers, make-up artists and fashion stylists trained by us. A service that did not exist in Milan at the time and that led us to work a lot, not only for fashion, but also for the press, advertising, TV and cinema. In 1990 I set the new philosophy of the company with the opening of new direct Ateliers and in 1992 the launch of our franchising partnership».
L'When was Aldo Coppola Academy founded?
"The'Accademia was born some time later, in 1993. It was a consequence of the creation of franchising. At that point I understood that it would be appropriate to create a training signed by Aldo Coppola that would transmit our spirit and our vision to those who would represent the brand. I opened our first Academy in the center of Milan in via Volturno in the Isola neighborhood and in the meantime I also relied on the Accademia dell'Oreal which had larger spaces. In 1998 I opened our Flagship Academy in the center of Milan in via Varese 10. Since then we have grown a lot, and today about 1200 Salons follow our philosophy. We have a unique approach that aims at the quality of'teaching rather than quantity, with small groups of up to eight people followed by a teacher."
Since then the brand has never stopped innovating and growing both in Italy and abroad.'abroad: how important are human relationships in the growth of a business?
«A lot, a lot, everything starts from there. Before every new store, direct or franchised, in Italy or abroad'abroad, there was a significant personal connection. The first international store I opened was in Monaco. A very nice customer of ours introduced us to the Prince of Monaco and that made the whole process easier. In '95 a Russian client fell in love with our concept, just by attending the Monegasque Salon, and wanted to bring our Aldo Coppola philosophy to Russia: today we have 18 stores in Russia, an Academy and an agency that deals with communication and management of hairdressers and make-up artists for fashion. This September we are opening a new salon in Dubai, in the Dubai Mall».
What are the values at the heart of the company?
"Whoever joins Aldo Coppola learns the value of individual responsibility because meritocracy is very important to us. I have always focused on the development of young people, unfortunately often in the sector those who have great quality and mastery are clipped for fear that they become better than the master. Instead, we do the opposite, we try to bring out new talents and make them grow. Aldo Coppola is a big family, which offers all its collaborators great opportunities for professional growth".
The brand is based on a passion for an ancient profession and continuous research that puts natural solutions first…
"A strong combination that has led us to be ahead of the times. We have always favored the search for natural solutions and a holistic vision of beauty. My uncle Antonio, already fifty'years ago, he inserted all'inside of the'company l'use of henna and dyeing herbs instead of chemical dyes. Dyeing herbs and Shatush bleaching, a technique invented by my father in 1999, have revolutionized the world of color by offering a solution that does not damage the hair and treats the roots in a natural and healing way.
The pursuit of beauty is also evident in the interest in architecture and interior design, as demonstrated by the Aldo Coppola salons designed by famous architects. The latest important milestone is the boutique salon in via Cerva in Milan that you personally curated…
«The creation of unique spaces has always been a trademark. Thanks to the collaboration with important architects, avant-garde salons have been born. I started with Philippe Starck, creating the first atelier in Corso Garibaldi in Milan in 1991, which became a point of reference for design in the sector, frequented by journalists, architects and designers from all over the world. In 1998 I opened the first beauty atelier inside the La Rinascente shopping centre, a unique space in the world in front of the Madonnina of the Milan Cathedral. In 2013 I created the first “Kingdom of Beauty”, another unique concept of its kind, a “Hotel of Beauty” in the centre of Milan, where I created private areas such as Junior Suites, Suites and Presidential Suites, to be able to offer an increasingly exclusive Service, conceived by me and designed by Marcel Wanders. In March 2024, the new Salone Aldo Coppola in Via Cerva 19 was born, a new concept store surrounded by the flavors of nature: I wanted to design and create a furnishing composed of “living” objects, produced with recycled wood, from cedar to Briccola, the famous Venetian poles that are disposed of and brought back to life by the craftsmanship of Riva 1920, also a family of artisans rich in great passion».
What motivates you today to commit yourself daily to the growth of the company?
"Certainly what guides me is a great love for this world of beauty and design. The first question I asked myself was: what can I do to improve what is already there? I started from the desire to develop our brand, so that it would be recognized as synonymous with quality, professionalism and innovation. Today I am very happy and proud that "Aldo Coppola" is a brand recognized for its professional value at an international level."
What's the best thing about this job?
«I believe that the most beautiful thing is to be able to give happiness to a person who enters one of our Salons, to make them live a unique experience, which is not just a haircut but a journey of wellness and personalized beauty».
What brought you to move from frenetic Milan to sly Lugano?
"We have been living in Lugano, happily, for eight years now. Life's synchronicities brought us here. In Lugano we had a struggling franchise, so we found two financiers and decided to open our own store. The search for the right space took longer than expected and led us to spend more time in this beautiful area. In 2017 we opened the Salone Aldo Coppola in via Nassa 46, a true jewel of unique beauty with a wonderful terrace overlooking the lake, managed by a team of wonderful professionals. Little by little we fell in love with a less frenetic lifestyle and more in touch with nature."
A decision, that of moving to Lugano, that also allows you to disconnect more easily from your intense professional life. How do you recharge in your free time?
«I fly with paragliding, a huge passion that I have been dedicating myself to for years. When I am very stressed, if I go for a short flight, I recover completely. From'high I see things in a different light and I change my perspective completely. Then, together with my wife, we go on long mountain bike tours and on foot in the mountains of Switzerland. Contact with nature opens your head, your spirit and your heart. For many years, Monica and I have also practiced meditation, a'another activity that allows you to transcend the everyday and find a higher strength and vision."
How do you find space for everything besides responsibilities, loved ones, family, friendships and free time?
"Over time I learned to organize myself better and I learned that the ability to delegate and trust are fundamental. At a certain point you have to understand that you are not indispensable and that the wheel must turn even if you are not there. An aspect that is also good for others because you give people space and allow them to evolve. The journey of life is short, we never know when "the ticket runs out", and therefore it must be enjoyed to the fullest. The fact of moving and coming to live in Lugano has given me more personal space and more opportunities to enjoy free time as well. This transition has also allowed my daughter Federica to take flight with an important management role in the company, managing the entire Italian part".
