Cosmetica Italia has paired up with the Italian Trade Commission to launch the Beauty Made in Italy program, which promotes Italian beauty products and brands to the US press, retailers and distributors, industry experts and consumers.
The partnership will serve as a launchpad for Italian brands entering the United States and will include a Business Incubator for brands not yet distributed in the country, a Brand Accelerator for larger, high-potential brands with some existing US distribution, and the Italian Beauty Council, which comprises industry leaders and heritage brands seeking to “guide the conversation on Italian beauty,” according to the organization.
High-performing Business Incubator participants with proven growth and commitment to the US market will be invited to join the Brand Accelerator program.
The Italian Beauty Council will include advisers such as celebrity hairstylists, makeup artists, skin care brands, digital media experts and social media influencers, US retail executives, heritage Italian beauty brands and members of the US press. The organization will offer advice drawn from well-earned knowledge and personal experience to member companies in annual roundtables, a breakfast series, corporate classroom experiences and a “Conversations in Beauty” series.
Participating companies will be able to access brand review reports, webinars, an industry resource library and become eligible to take part in promotional initiatives and events. The will also gain knowledge on the American market and consumer, as well as the country’s retail channels.
Those seeking more information on the program are asked to contact Meredith Kerekes, head of the US beauty desk at beautydeskusa@ice.it.
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