Europe

Milan Beauty Week offers a beauty walk-lifestyle

(By Daniela Giammusso) (ANSA)-May 5 Milan-not just fashion, but also design-Milan is also the capital of beauty at the moment, thanks to the first Milan Beauty Week (MBW).

Created by Cosmetica Italy in collaboration with Cosmoprof and Essence and held until Sunday, May 8th, this event will bring the best that this sector offers to Italian cities.

It is provided, for example, in the form of a “poetry” of personalized essence, without forgetting the latest state-of-the-art cosmetology research and the new watchword Sustainability.

The cosmetics and cosmetology division has annual sales of € 11.8 billion and is expected to grow 2.7% in 2022.

“We are proud to finally be able to give visibility to our sector. I think the details are not well known to consumers,” said Renato Ancorotti, President of Cosmetica Italia. ..

“What we’re introducing here is behind the scenes of making cosmetics.

“And cosmetics are one of the jewels of Made in Italy’s crowns around the world.”

The headquarters of Beauty Village is located in Milan’s Duomo Palace, just a short walk from the Duomo.

It provides a total experience and is crowded with a large number of people immediately after the store opens, attracting the general public who wants to know about new products and developments.

In total, more than 100 companies and 100 stores are participating.

In addition, the program will feature more than 800 events throughout the city, including scent workshops, presentations and beauty talks, with a “White Night” beauty on Friday.

The first trend to attract attention is new bespoke beauty products and services.

These range from the most sophisticated mechanical skin and hair analysis to find the most suitable routine for the needs of the high tech field, to the alumochromia analysis, which has become a “necessary” to determine the best. The colors you may choose for your makeup and clothes (and above all, the colors you should avoid).

Among the lead players of the first Milan Beauty Week are the essences and fragrances, and there are some surprises, such as the combination with the film that Academia del Profmo explored at the show at Palazzo Jure Consulti.

“These two worlds may look far away, but in reality they are both powerfully stimulating,” Academia del Profmo’s President Ambra Merton told ANSA.

From the first Italian sword and sandals epic Cabiria to the aching horror of Suspiria and the great success of Mediterraneo, the Academy has selected six iconic pieces of Italian cinema from the 12 famous international ” Get inspiration for new creations left to the nose.

This brought “Il Profumo del Cinema” (the scent of the movie) to life. This is a unique and unreproducible walk with images and scents created by celebrities such as Daphné Bugey and Antoine Maisondieu due to the pride of the Academy Awards at La Grande Bellezza. beauty.

Next is the special day-inspired essence Aurélien Guichard and the creation of Kabilia by Veronic Niberg, but beauty means solidarity and is one of the most popular features of Milan Beauty Week. Is a boutique space provided by Cosmoprof. While working on new products, it will help fund the activities of La Forza eIl Sorriso, a non-profit organization founded by the Italian cosmetics business to help women fight cancer. (ANSA).

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