Experience Lab

EXPERIENCE LAB ThE APPOINTMENT WITh NIChE BEAUTY ExCELLENCE MAKES ITS RETURN

After its highly successful debut in 2019, then put on hold due to the Covid-19 pandemic, 2022 marks the return of Experience Lab, the event that connects unique brands, selected for their excellence in their reference niche, with operators in the international perfumery and beauty sector. Created as a tangible response to a new type of consumer, digitalized, interested in products other than mass market or wellknown brands, attentive to concept and innovative content, Experience Lab will take place from 15 to 18 June at MiCo, Milano Convention Centre in the CityLife District. Here, industry professionals and visitors will find unique emerging and cutting-edge brands offering experiences, discoveries and insights. The event will feature more than 60 exhibitors from all over the world (including UK, USA, Taiwan, Australia, Germany, Switzerland, Denmark, Spain, France and Sweden) who will present their latest products in the skincare, sun care, oral care, makeup, grooming, baby care. Experience Lab represents a look to the future of cosmetics, with a wide range of cuttingedge beauty products recognized as top of mind, attentive to detail, from texture to packaging, from ingredients to fragrance, capable of stimulating the five senses and awakening emotions, sensations and memories. The brands have been selected through a careful selection process by the Technical Committee, whose members are world-recognized experts. The new concept for this edition, Endless Beauty, is a statement of the conquest of personal awareness, underlining the value of beauty at all ages, which does not chase time, based on the search for products of excellence that can accompany and express the beauty and uniqueness of each person

at every time in life. The exhibition area will give visitors the opportunity to get to know the brands, try the products and there will be themed area outlining the orientations of the beauty sector for the future. Including high-tech cosmetics, mindful beauty, upcycled beauty, holistic experience, sustainable skincare etc. The calendar includes workshops and talks with experts in the sector. Lastly the event will display the 5 projects by the 22 students of the Health & Beauty New Generation course at the Milan Politecnico. The students had the opportunity to study the most suitable strategies for devising new concepts for niche cosmetic products by developing their vision, mission, design, integrated communication and the possibility of implementing brand extension projects.