MILAN — Milano Beauty Week is changing dates for its sophomore edition.

After its debut last 12 months in spring, the town’s consumer-facing event dedicated to beauty is moving to fall and can run from Sept. 26 to Oct. 2, right after Milan Fashion Week.

The brand new timing and schedule of events was shared Friday, when organizers hosted a press conference. 

Along with the brand new dates, one other novelty is the doubling within the variety of primary sites dedicated to the event. The Palazzo Castiglioni location can be added to the Palazzo Giureconsulti constructing in being changed into a Beauty Village that can host panels, workshops, laboratories and charity events related to the cosmetic world. These can be flanked by activations across the town, at beauty retailers, department shops, perfumeries and pharmacies, in addition to cultural spots that can be involved within the week-long edition. 

A brainchild of the national association of beauty firms Cosmetica Italia in collaboration with the Cosmoprof and Esxence trade shows, the initiative was introduced last 12 months with the goal to advertise the values of the Italian cosmetic industry and create awareness around each the social and economic roles it plays within the country. 

“Last 12 months we launched a particularly ambitious and unprecedented cultural project: to create and implement a large-scale event that would narrate to anyone the values ​​of our industry, its relevance for the country and the essential nature of cosmetics,” said Cosmetica Italia’s president Benedetto Lavino.

In accordance with data released by the association, total sales of the local beauty industry grew 12.4 percent to 13.3 billion euros in 2022, and are projected to extend 7.9 percent this 12 months. Specifically, sales generated within the Lombardy region accounted for 66.2 percent of the national total.

Last 12 months, overall exports grew 18.5 percent to five.8 billion euros in comparison with the previous 12 months, while projections show 10 percent growth for 2023.

The industry plays a key role on the occupational front in addition to for its scientific impact, since local beauty firms invest a median of 6 percent in innovation, double the investment made by other manufacturing industries within the country.

In presenting this system for the upcoming edition, Accademia del Profumo’s president Ambra Martone underscored the inclusive nature of the event, since all activities can be open to the general public and mainly free.

The town’s central Palazzo Giureconsulti will proceed to incorporate beauty corners, olfactory and floral laboratories to coach visitors on the importance of raw materials for cosmetics. Novelties will include the Wellness Lodge section offering free sessions of yoga, face yoga and meditation within the morning, in addition to the Never Ending Beauty project promoting the circularity of the industry. Here, visitors can be invited to bring their old and empty bottles of beauty products, which can be replaced with latest ones by partner firms of the event, while they can even receive information on how the packaging can be recycled or repurposed. 

Among the many latest implementations at Palazzo Castiglioni, the Dermocosm section will host scientific sessions about skin-related topics, starting from anti-aging treatments to skin issues, in a bid to bring together experts resembling doctors, pharmacists and aestheticians, and the general public. Other initiatives will include “Love is within the Hair,” which can offer hair styling sessions and coverings upon a donation to support scientific research to cure cancer and an exhibition dedicated to Italy’s perfume history.

While firms and retailers can be invited to stage events throughout the week independently, organizers will coordinate a series of activities across the town, including setting the Beauty Cube pop-ups; running the Beauty Tram, which can turn considered one of Milan’s signature public transportation trains into an itinerant beauty station offering express makeup sessions and sweetness consultations; promoting the Beauty Saturday Night, which could have beauty stores open until late at night, in addition to offering olfactory guided tours through the town, amongst others.

Special events can even include Accademia del Profumo’s annual award ceremony, which can be staged on Sept. 26 on the Teatro Strehler theater and for the primary time be open to public.

The final word goal of the initiative is to duplicate the FuoriSalone format that has sealed the success of Milan Design Week over time, and make the event an annual one that would turn Milan into a worldwide epicenter for beauty, too, along with design and fashion.

This may gain advantage Milan not only when it comes to image, popularity and attractiveness but additionally economically. Local institutions shared that the town through the February edition of Milan Fashion Week generated 70 million euros across all its different sectors, from transportation to hospitality, from restaurants to retailers, and greater than 200 million euros during Milan Design Week. 

Last 12 months, Milano Beauty Week attracted 10,000 visitors to the Palazzo Giureconsulti hub and featured greater than 900 events across the town, involving 100 firms and greater than 100 stores through different formats. As reported, considered one of the highlights was a special award bestowed on Giorgio Armani, who was celebrated for having won the best variety of Accademia del Profumo prizes within the organization’s history, which traces back to 1990. 

The inaugural edition ran in early May, right after Cosmoprof Worldwide Bologna, because the original idea was to create a novel momentum for beauty within the country, with the Bologna trade show followed by the events in Milan and the Esxence show dedicated to area of interest perfumery. But that concept was disrupted by the postponement of the Esxence show to the next month. 

The following edition of Esxence will run March 6 to 9 in Milan, followed by Cosmoprof Worldwide Bologna. The latter is scheduled for March 21 to 24 and can tweak its format by opening all its sections at the identical time. Specifically, Cosmopack and Cosmo Perfumery & Cosmetics will run for 3 days, while Cosmo Hair, Nail & Beauty Salon — that are dedicated to the skilled channel — will run throughout the entire show.