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Experience Lab: a second edition in the sign of success. It ended with a positive balance sheet the reference appointment of the niche beauty

Milan, June 23, 2022 – In the heart of City Life, inside MiCo, Milano Convention Centre, the second edition of Experience Lab, Italy’s benchmark appointment for niche beauty, successfully concluded. Held in conjunction with the twelfth edition of Esxence – The Art Perfumery Event – the international event dedicated to artistic perfumery attended by more than 280 exhibiting brands – the events recorded a total of more than 9,000 attendees including operators, buyers and beauty lovers from around the world. Open to perfumery and beauty professionals and the enthusiast public, it brought under the spotlight 66 Italian and international brands (UK, USA, Taiwan, Australia, Germany, Switzerland, Denmark, Spain, France, Sweden), which presented new products in skincare, suncare, oral care, make-up, grooming, baby care, bath & body, home beauty, lifestyle and beauty tools. During the four-day event, there was no shortage of in-depth discussions with industry experts, who gave workshops and talks on current topics such as new beauty trends in the post-Covid era, the importance of storytelling, product innovation, and the relationship between beauty and wellness, to name a few. Visitors had the opportunity to meet the founders of the brands, participating in meetings in the live areas, discovering products and novelties, under the Endless Beauty statement, this edition concept of Experience Lab. Gaining self-awareness, through personal care, brings out the best version of oneself. By living freely and learning to value oneself, it enhances the value of beauty at all ages. The project carried out in collaboration with the Health & Beauty New Generation excellence training course of the Politecnico di Milano, aroused a lot of interest. It involved 22 students inviting them to develop the vision, mission, design and integrated communication of new cosmetic product concepts.


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Giuditta Amisano