Milan, the new capital of beauty

Milan turns the spotlight on the cosmetics sector by cutting the ribbon on its first Beauty week. Until May 8, the city will host a total of over 800 events aimed at the public and dedicated to beauty, scattered between the city and Palazzo Giureconsulti, confirming the centrality of the sector for Made in Italy and, in particular, for Lombardy. More than 55% of Italian cosmetic companies are based in the region, where about 67% of the sector's turnover is concentrated in, but which has never hosted an event of this magnitude dedicated exclusively to beauty.

«We nurture the ambition to become part of the Milanese weeks calendar, along with fashion and design,» Renato Ancorotti, President of Cosmetica Italia, told MFF. It is a sector whose 2021 turnover reached 11.8 billion euros, or rather 33 billion euros if we consider the economic system of the entire supply chain. In terms of employment, the cosmetics sector employs 36,000 people, a figure that rises to almost 400,000 if we consider all the professional skills involved along the value chain, from upstream to downstream.

What is the purpose of having brought Beauty Week to Milan?
Milan is the city of weeks, so we have also joined this initiative by creating a beauty week. It is a cultural project that aims to make all consumers more aware of the importance of cosmetics and increase the reputation of a sector that boasts three important pillars. The economic one, which makes it a flagship of the Made in Italy, with 11.8 billion euros in turnover and an export of 40%. The social one, because a part of the cosmetic industry is indispensable for human life. Finally, the scientific one, because behind every finished product there is a long technical-scientific process. Suffice it to say that in Europe there are 32,000 cosmetology scientists.

What are your expectations and how did companies respond?
Very well, so much so that 750 events have been organized during the week. We are starting with solid foundations and a great collective interest, with the support of our strategic partners such as Cosmoprof, Esxence, Regione Lombardia, the municipality of Milan, Assolombarda, the National Chamber for Italian Fashion (CNMI) and Confcommercio Milano Lodi Monza e Brianza.

Do you have a reference model of what you would like Beauty Week to be for Milan?
We would like it to become a moment of reference for the entire country and to contribute to making the public aware of our industry’s value.

Do you think it can become a fixed appointment every year?
We want it to be and we will do everything we can to make it so.

How strategic is the cosmetics industry’s value for Lombardy?
67% of our turnover is generated in Lombardy and 55% of our companies are based in the region. Therefore, it is a very important area.

Is this year's proximity to Cosmoprof a positive factor or has it created some difficulties?
It is a deliberate proximity because Cosmoprof is a partner of our project. There is a common thread linking Bologna to Milan. There is no competition whatsoever but there is an absolute integration between the two events.

What are the differences between Cosmoprof and Beauty Week in terms of target audience?
Cosmoprof is a trade fair, while Beauty Week is a series of product promotion events aimed at the public.

Will you be moving Cosmoprof to Milan in the future?
Absolutely not. We will continue to create continuity between Cosmoprof, which has just closed, and Beauty Week. (All rights reserved)