The Italian Government’s 'Beauty Made In Italy' (BMI) program was delighted to host top US beauty editors for a curated excursion throughout Italy. This experience celebrated Italian beauty and immersed the editors into the country's burgeoning beauty industry. Visiting Rome, Umbria, and Florence, US beauty editors discovered a wide new array of Italian beauty brands and unearthed the authenticity of each brands’ ingredients and craftsmanship, all the while immersing themselves in unparalleled Italian beauty touchpoints. Editors returned to the US with a greater knowledge and understanding of what constitutes Italian beauty, an appreciation for the country’s prideful and luxurious artisanship, and newfound relationships with Italian beauty brands and their founders.