The Italian Trade Agency (ITA), in a collaboration with Cosmetica Italia – The Personal Care Association and Cosmoprof Worldwide Bologna, recently celebrated the successful showcase event “Beauty Made in Italy — What’s New/What’s Next.” The event, held in the bustling heart of New York City at the Lavan Midtown, drew a myriad of industry leaders, beauty professionals, media personnel and influencers keen on exploring the forefront of Italian beauty innovations and trends.
The event captivated the senses with a unique multi-sensory gallery experience, featuring stunning 3D motion animations crafted entirely by artificial intelligence. These AI-powered visuals, a creation of the forward-thinking digital team at Atelier Creative Services Inc., provided a deep dive into the traditional craftsmanship and modernism that underpin the Italian beauty industry by blending both elements seamlessly.
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Fabrizio di Michele and Erica di Giovancarlo kicked off the event by thanking attendees and presenters and noting the growing importance of Italian cosmetics and its contribution to the global beauty market.
Cosmoprof Worldwide Bologna is the most important meeting point in the world for beauty professionals, established in 1967 and held in Bologna, Italy. It is organized by BolognaFiere Cosmoprof, as part of the BolognaFiere Group. For the 2024 edition, Cosmoprof registered 248,500 attendees from 150 countries and 3,012 exhibitors from 69 countries. The Cosmoprof platform extends throughout the entire world, with events in Bologna, Las Vegas, Mumbai, Hong Kong, and Bangkok. In 2024, a new event was launched: Cosmoprof North America – Miami.
James Fallon, executive editor of WWD, moderated a panel discussion on the newest trends and unique aspects of Italian beauty. The distinguished panelists featured were Fabio Franchina, vice president of Cosmetica Italia; Samantha Raimondi of Cosmoprof Bologna; Dennis Katawczik, president of Framesi NA; Elisa Giraudi, co-owner of Kelemata Group and CEO of Orlane; and Daina Nadler, vice president of sales & marketing at Bigelow Trading. The conversation revolved around the distinctive nature of Italian beauty, its drive towards sustainability, commitment to local ingredients, and innovative approaches that distinguish Italian brands on the global stage.
The presentation included the latest data on the Italian beauty market. The numbers were staggering and reflect a growing and dynamic market. In 2023, for example, with North America comprising 14.5 percent of Italy’s total cosmetic exports and surpassing one billion euros, the United States continued to lead this growth by generating over 962 million euros.
Erica Di Giovancarlo, trade commissioner of ITA New York, said the overwhelming response to the event was heartening. “We aimed to forge an environment where U.S. beauty professionals could engage with Italy’s latest creations through a synthesis of AI technology, live art, and unparalleled Italian craftsmanship, culminating in a fully immersive experience,” she said.
“The coalition of BolognaFiere Cosmoprof, the Italian Trade Agency, and Cosmetica Italia is essential for showcasing Italian excellence to the international markets,” said Fabio Franchina, vice president of Cosmetica Italia. He highlighted the strategic importance of the American market, known for appreciating the high-quality and innovation intrinsic to Italian cosmetics.
Enrico Zannini, general manager of BolognaFiere Cosmoprof S.p.A., remarked on the strategic importance of the event, noting, “The New York event is a pivotal step in fostering robust ties with U.S. market leaders, offering them a direct experience of Italian cosmetic excellence.”
Di Giovancarlo said the size of the Italian beauty market cannot be underestimated. She told Fairchild Studio Italy “is the third largest supplier for the U.S. market in the cosmetics products.” And the reasons are unique.
“Italy is always a combination between innovation and old traditions,” Di Giovancarlo explained. “Our companies succeed in producing products that are innovative in terms of quality and in terms of textures. Even though the market is very linked to the old traditions, which makes our products successful, and I think the combination between tradition and innovation is the key to succeed in the U.S. market.”
Raimondi echoed Di Giovancarlo, adding that the U.S. is a key market. “So, that’s one of the reasons why we’re here today,” she said. “It’s, of course, a mature market, but it’s a high spending market.” Raimondi said 67 percent of beauty products in Europe is made in Italy. And 55 percent that is globally sourced is from Italy. “Italy really has an outstanding position in the beauty sector, and we have the main brands having their products being made by the Italian suppliers.”
Franchina said skin care, fragrances and hair coloring is leading the way. “The U.S. is our number one market with a volume of business pretty close to 1 billion euros. So, of the 7 billion euros of global annual sales, 1 billion is made here,” he said. “And the reason is that the U.S. has a sophisticated consumer, a mature consumer. They embrace a level of quality that is unique.”
Aside from the “Made in Italy” quality, Katawczik said another compelling allure of Italian beauty products is its integrity. From packaging and sustainability to the use of the best ingredients and trend-forward colors, Italian cosmetics harbor integrity, he said.