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Cosmoprof 2013

WWD’s coverage from Milan and Bologna.

The Italian beauty industry is counting on a renewed Made in Italy campaign to ward off competition and restore vitality.

The are sailing into the headwinds of the country’s roiled economy with new retail formats and marketing strategies to seduce customers.

The Italian cosmetics market is sagging under the weight of the European economic crisis, and consumers are altering their shopping habits.

Last year’s uptick in sales was driven by numerous factors, including a change in business model following the most recent financial crisis.

One of the new merchandising wrinkles of the fair was the return in 2012 of the Extraordinary Gallery section, which offers niche brands.

One of the prime initiatives to rejuvenate the fair was focused on the Cosmopack packaging supplier segment.

The big winner of The Accademia del Profumo’s 24th annual fragrance awards was the Trussardi My Land men’s fragrance, which went home with four awards.

In late January, his family’s refurbished old perfume factory opened its doors as a five-star hotel on Via Forcella.