The Italian Government's program, 'Beauty Made in Italy' partnered with the iconic Italian luxury concept store 10 Corso Como New York for a special holiday beauty pop-up that took place from Thanksgiving through New Year. The pop-up featured 12 Italian beauty brands from the 'Beauty Made in Italy' program including: Acca Kappa, Bioline-Jato, Carthusia, Eva Garden, Jusbox Perfumes, Marvis, Milanesi Skincare, Perlier, Proraso, Ripar Cosmetics, Skin&Co Roma and Tutto Tondo. The 'Beauty Made in Italy' Holiday Pop-Up occupied a designated space within 10 Corso Como New York where each brand showcased their new products and holiday offerings. Covering beauty categories across skincare, makeup, bath & body, fragrance and men's grooming, the 'Beauty Made in Italy' pop-up was designed to offer everyone the very best in Italian beauty for the gifting season.
To kick off the launch of the holiday pop-up, 'Beauty Made in Italy' and 10 Corso Como New York hosted an intimate press evening that welcomed select editors. The event started with a cocktail hour and discovery period in the pop-up space where editors met with brand representatives to learn about the Italian brands' unique heritage and collections. While meeting with each brand, the editors 'shopped' the pop-up to build their own gift bag with full size products. After the discovery period, guests were led into the restaurant at 10 Corso Como New York where they were treated to a multi-course custom tasting menu prepared by the chef. Each course was inspired by ingredients found in the featured brands' products. In December, 'Beauty Made in Italy' and 10 Corso Como New York welcomed customers and influencers to the pop-up space for a second event, where Italian brands hosted beauty activations including makeovers from color cosmetics company Eva Garden, a men's beard grooming station from Capri-based brand Carthusia and luxurious hand massages using honey and almond lotions from Perlier. Guests sampled all products and interacted with brand representatives, learning about their superior Italian craftsmanship and manufacturing capabilities. The pop-up also featured a bespoke juice cart that served organic organe, kale and carrot juices to the guests.
