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The perfumer and chemist Dr. Giovanni Di Massimo, the founder of I Profumi di Firenze uncovered in 1966 the secret recipes of the perfumes used by princess Caterina de Medici.;From the recipes commissioned by princess Caterina de Medici, Dr. Di Massimo choosed the best one, giving it life again with the same natural fragrances;The other fragrances belonging to the Collection I Profumi di Firenze have been reproduced on the basis of the old formulas of de Medici Family, or have been created by Dr. Di Massimo himself.;the first laboratory and shop was founded in 1970, located in Florence - Piazza della Signoria.
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