Fragrance house

Pino Silvestre

Pino Silvestre grew within the Vidal family’s Venetian fragrance business, whose roots Mavive traces to Angelo Vidal’s 1900 establishment of Vidal Profumi. Colonia Pino Silvestre was launched in 1950 as a reinterpretation of an older formula, followed by Pino Silvestre Original, a men’s fragrance created in Venice in 1955 by perfumer Lino Vidal. Its early public identity was shaped by testimonial advertising and television, including Amedeo Nazzari and the white-horse campaign for Pino Silvestre bath foam in the 1960s. After Vidal was acquired by Henkel in the early 1980s, Massimo Vidal reacquired Pino Silvestre in 1986 and made it the starting brand of Mavive; Mavive’s current brand directory lists Pino Silvestre in its portfolio. In 2020, Perlier Kelemata, through subsidiary Silvester, acquired Weruska & Joel, a company known especially for products carrying the Pino Silvestre name. The brand’s fragrance identity centers on a woody, coniferous, citrus-oriented profile associated with pine and its green pinecone bottle, and in 2023 Pino Silvestre entered the Osmothèque archive of historic international perfumes after Thomas Fontaine reconstructed Lino Vidal’s 1955 formula supplied by Mavive.