Running through March 11, the project involves both established and indie brands across the makeup, skin care and fragrance categories staging pop-ups to present their latest collections, limited-edition or customizable products as well as offering in-store experiences, free treatments and master classes to customers.
“The main goal was to attract a large number of local customers and provide them with additional content and a different level of experience,” said Giuseppe D’Amato, Rinascente’s buying and merchandising director, on Tuesday. “This is one of our main locations, followed by Roma Tritone, but all stores are reporting growth….Beauty sales specifically increased double digit at all our stores. We’ve reached a level of offering that is very interesting and quite unique inIn Milan’s Beauty Fair project, one of the biggest pop-ups was set up by YSL Beauty, which installed its first Innovation Lab in the country with a focus on tech devices, in addition to showcasing its makeup and fragrance offering.
Spanish beauty brand Natura Bissé is among the brands making their Italian debut as part of Rinascente’s exclusives. The counter is flanked by an eye-catching inflatable “bubble” that acts as cabin for beauty treatments. “We see our future undeniably linked to this aspect of entertainment, so continuing our overall strategy to perform as a media company, where we offer further spaces to brands to enable them to express themselves,” he continued. “Our goal is to have at least two multicategory projects per year and work on monthly takeovers, also by a single brand,” said D’Amato, pointing to Rinascente’s recent activations for the holiday season as an example.