BEAUTY MADE IN ITALY - WHAT'S NEW/WHAT'S NEXT, an event organized by The Italian Trade Agency, in collaboration with Cosmetica Italia – The Personal Care Association and Cosmoprof Worldwide Bologna, took place on September 17, 2024, in the heart of New York City.

Beauty industry leaders, professionals, media, and influencers discovered the latest innovations and future trends of Beauty Made in Italy, living a multisensory experience enriched by the most advanced technologies. The 3D motion animations, entirely created by artificial intelligence and designed by ATELIER Creative Services, enchanted the participants, perfectly blending tradition and Italian craftsmanship with modernity and innovation.

Numerous guests took part in this immersive and engaging experience, moderated by Jim Fallon, Editorial Director of WWD. The evening featured panel discussions on the uniqueness and trends of Italian beauty, with speeches by Fabio Franchina, President of Cosmetica Italia, Samantha Raimondi for Cosmoprof Worldwide Bologna, Dennis Katawczik, President of Framesi NA, Elisa Giraudi, Co-owner of the Kelemata Group and CEO of Orlane, Inc. and Daiana Nadler, U.S. Buyer of C.O. Bigelow.

In addition to art and technology, space was given to sustainability, the use of locally sourced ingredients, and the innovative ways Italian beauty brands are setting themselves apart globally.