MILAN — L’Oréal Luxe Italia is launching a project to support the country’s perfumery channel, whose performance was significantly hit by COVID-19 restrictions.
In addition to this initiative, which will involve all shoppers even without a purchase, consumers spending at least 89 euros on L’Oréal Luxe products will be gifted a shopping bag developed in collaboration with Quid, an Italian ethical and sustainable fashion label.Founded in Verona in 2013, Quid manufactures limited-edition collections of clothes and accessories that use high-quality, deadstock fabrics recovered from Italian fashion and textile companies.
In particular, Liuni highlighted how personal relationships, consultancy and storytelling are at the core of this channel, as he defined perfumeries as “not providers of products but of service.” Yet, while online sales of beauty products in Italy rose 42 percent last year, sales generated in perfumeries decreased 26 percent to 1.5 billion euros, causing losses of over 500 million euros compared to 2019.
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