Health and beauty

Milan Beauty Week redesigns cosmetics

from Letizia Rittatore Vonwiller

An appointment that would like to become tradition takes stock of a sector in good health and in full evolution. The results? You can try them … on your own skin

No longer just fashion and design, now beauty is also at the center of the Milanese scene up to8 maggio. Organized by Cosmetics Italywith the collaboration of Cosmoprofthe cosmetics fair of Bologna, and of Esxencean event dedicated to niche and artistic perfumery that will take place in June, Milano Beauty Weekinaugurated last Tuesday, the first event in the world dedicated to cosmetics, acts as a hinge to the two events. The goal is to attract a public not only Italian and to promote the cultural, social, scientific and economic value of cosmetics. With an all-Italian and, above all, Lombard specificity. Highlighted by the round table “Economics of Cosmetics – A strategic supply chain that counts and talks about itself between responsibility and innovation” which took place at the Assolombarda headquarters in Milan and conducted by Barbara Stefanellideputy deputy director of Corriere della Sera.

On the other hand, the figures speak for themselves. From the analysis of the study centers of Assolombarda and Cosmetica Italia it turns out that the cosmetic sector, hit hard in 2020, has found a way to react by implementing investment and innovation strategies. «A commitment that paid off in 2021: with sales nationwide that has surpassed the 11.8 billion eurosof which 8 in Lombardy alone, with a growth forecast of + 3.1% for 2022 », he explained Filippo De Caterinapresident of the section Assolombarda cosmetics and vice president of Cosmetica Italia. “In particular the total turnover (3.7 billion euros) 44% of Lombardy’s cosmetic companies come from foreign sales (the national is 39%), about three-quarters of the sector’s foreign turnover “. The strategic role of the Lombard supply chain for the economy of our country is also underlined by Renato Ancorotti, president of Cosmetica Italia. «Cosmetics leave the factories in our area every day and reach markets around the world, where they are appreciated and recognized for their quality, safety and creativity. With a turnover that generates a turnover of over 33 billion euros and about 400 thousand employees. Milan Beauty Week offers the opportunity to tell, enhance and promote behind the scenes of a sector that lives “skin to skin” with the consumer and which represents a flagship of Made in Italy ».

Talks, workshops and themed walks

In the Milan Beauty Week (until May 8), whose ambition is to become a permanent appointment, there are four keywords chosen by the organizers to enhance the different facets of the beauty industry: innovation, sustainability, inclusion ed emotion. Heart of it all is Palazzo Giureconsultiin Piazza dei Mercantiwhich becomes a Beauty Village, where beauty in all its forms is the protagonist. Inside the Parlamentino they will take place every day Beauty Talk both in presence and in live streaming with experts, opinion leaders and professionals on topics, such as the false myths concerning cosmetic and chemical products, sustainability, multicolored and multifaceted beauty and mindfulness. Many i Beauty Corner where you can try products and treatments of the main cosmetic companies for free, in the Charity one there is one
fundraising, the proceeds of which will be donated to the non-profit organization La Forza e il Sorriso. The world of fragrances is also the protagonist with the exhibition “The Scent of Cinema” from Academy of Perfume in collaboration with the National Cinema Museum of Turin, or with olfactory laboratories; among the perfume-themed events there will be the opportunity to see the film Greasein version uniformsal cinema of via Seneca
. In these days, numerous locations and commercial spaces scattered around Milan organize ad hoc appointments, and accompany passionate and passionate about the subject for exhibitions, guided tours, themed walks.

Beauty is tech

In the Beauty Village you can live immersive and futuristic experiences. As in the corner Beauty Tech which opens up new scenarios. The group L’Orealin particular, it exposes some of the most up-to-date technologies that the public can try. With a photo shoot, Vichy Skin Consult AI, developed together with a team of dermatologists, measures the state of aging of the skin. Skin health is diagnosed by Kiehl’s HSA Tool which is based on two barrier parameters and hydration level. While K Profile in Kérastase, a device with a micro camera connected to a smartphone, can tell the conditions of the hair and skin. Could not miss the Beauty Tech DayFriday 6 May: alla Cariplo Factory in un open talk di StartupItalia sponsored by L’Oréal Italia we talk about metaverses, NFT, big data with experts in the sector. Guests: From BaloochDirector of the Augmented Beauty Métier, Caroline RenardInnovation & Program Office head for Tech Accelerators, Gouzelle Ishmatova, Chief Strategy Officer BOLD Corporate Venture Fund L’Oréal. And for those who want, still many tests dedicated to the skin with Skin Screen di Lancôme which analyzes the damage suffered by exposure to the sun; Match My Shade by L’Oréal Paris that with a selfie helps to identify the ideal shade of foundation; YSL Red Tailor Made which combines a smart device to keep at home with an app to download on your smartphone to produce drops of lipstick of the desired shade and texture.

May 5, 2022 (change May 5, 2022 | 20:15)

Leave a Reply

Your email address will not be published.