First, I get to meet the students face-to-face and get to learn the different trends that are popular in each state as students come from different towns and cities,” DiLorenzo said. Traveling allows me to enter a city where my team and I are hosting education seminars. “Traveling around the country is extremely important to me, which enables me to have my finger on the pulse I like to have my ear to the ground. Part of what makes the Valentino Beauty brand so eclectic is DiLorenzo’s passion for traveling and scouting ideas from other countries. So, I got on, saw her salon and realized I could reach out to other Instagram influencers.” I had no idea what Twitter was someone said get on Instagram that day. I walked into a trade show in Long Beach, and this young girl, Kandi Yamz on Instagram, came running up to me and said, ‘David, oh my God.’ She said, ‘You’re in my business plan.’ She told me about how everyone wants this machine that I created, and someone whispered in my ear that she’s Twitter famous. “I was the first adopter at company on Instagram. for the past six years after technicians’ normal work hours,” DiLorenzo explained. I personally feel that establishing relations is key to our success, as I have stayed up until 4 a.m. We are in a contact sport the more consumers you speak to, the better chances you have at bat. I have always believed in guerrilla marketing, and this is guerrilla marketing on steroids. “Social media, most specifically Instagram, has allowed me to have direct contact with the end user-the nail technician and the clients. His Instagram account has 400,000 followers and his YouTube channel is becoming an authority in the beauty space. This gave me incredible insight on the market.”Īs a millennial who grew up in the digital age, DiLorenzo has largely focused his marketing campaigns on delivering messages through social media channels. That was an extreme honor for us, being present in the business for only a few years and getting to work side-by-side with the largest companies in the industry. “We also had the pleasure of being placed in OPI’s head training facility located in Southern California. “We are also in L’Oréal’s headquarters, at Essie’s training facility/salon in New York City,” DiLorenzo said. It opened the door for collaborative campaigns with recognizable brands, which further propelled Valentino Beauty’s success. Source Capture System was the springboard that launched Valentino Beauty Pure into the ranks of big brands like L’Oréal and Essie. “We started off exhibiting at trade shows, marketing in magazines, door-to-door sales and through traditional distribution channels.” “We started with patenting and developing what is now known as a ‘Source Capture System’ to help alleviate the odor and nail dust for the nail technician and clients’ benefits,” he said. I could afford to eat McDonald’s once a day.”Įventually, DiLorenzo’s business began to grow legs. At dinner, I’d eat a salad, pay for their dinner and go broke. “I was going out and taking potential clients to dinner. “I started the company in 2012, and I was broke until 2016,” he said. It’s the reason DiLorenzo was able to endure a rocky start with his business, subsiding on the McDonald’s dollar menu while he was going broke spending money for client dinners. It’s a lesson that stuck with him for life and lends to his strong work ethic and persistence. It’s sink or swim.’” His father’s teaching methods were a little unorthodox, but DiLorenzo learned a valuable lesson that day about tenacity and survival. You have to make this or you’re going to die. “I asked to get back on the boat, and he said, ‘There’s no boat to grab on to. “One day when I was a kid, my father took me into the ocean, and he said, ‘You want to be in business?’ He threw me off the boat and had me swim back to shore,” DiLorenzo explained.
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His father taught him how to win in business at a young age. The project started as a joint venture between DiLorenzo (pictured right) and his father, who was a veteran in the space and an unconventional business coach.
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