Rinascente has upped its beauty game by launching an initiative dubbed Beauty Fair. 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. In Milan it was set up on the sixth floor traditionally dedicated to home collections, therefore temporarily adding another space for beauty to its existing presence on the ground floor and the Beauty Bar area in the adjacent Annex shop. Betting on beauty came naturally as the category’s sales are gaining traction across the retailer’s network of nine locations in Italy. Rinascente hit the €1bn sales mark last year, reporting a 16% increase versus 2022 and 14% growth over its record year in 2019. Sales grew in all merchandise categories, with a particular focus on luxury accessories and beauty, which climbed 28% and 30%, respectively. In 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.

Estée Lauder, La Mer and Bobbi Brown all staged booths replete with cabins for skin care treatments and makeup stations. Upon reservation on the Rinascente’s website, customers can access free services and beauty consultancy. These include master class sessions to discover products and skin care techniques from an Estée Lauder expert; an exclusive treatment focusing on cellular rejuvenation and based on the Crème de La Mer moisturizing cream, and free Seasonal Color Analysis sessions by Bobbi Brown makeup artists. In Rome, the initiative is set on the basement floor and counts corners by companies like Appealskin, Eterea, Fler, Manucurist and Sobea, in addition to a multibrand space displaying the likes of Barberino’s, Espressoh, GHD and Paula’s Choice, among others. Olaplex, Nabla, Alkemy, Bigoodino and Coistel Beauty are among the labels spotlighted in the Turin store.