The Italian perfumery chains Limoni and La Gardenia are stepping up their game, offering hairstyling and barber services in select stores.

Since 2013, both chains are controlled by Leading Luxury Group, or LLG, which is focusing its marketing strategy on a combination of new openings and the development of existing locations. Last year, group sales totaled 314 million euros, or $351 million at current exchange, with more than 520 doors in Italy, covering 50 percent of Italian perfumery chains and 22 percent of the country’s cosmetic market.

In 2014, LLG introduced a formula that incorporated a range of cosmetic treatments to its product offerings, inaugurating its first Beauty Lounge in a Limoni store located on busy shopping street Corso Buenos Aires, in central Milan.

“With the creation of the first Beauty Lounge in Italy, in 2014,” said LLG chief executive officer Fabio Pampani, “we started a unique and pioneering project in the beauty retail [scenario].”

To further push the chains’ evolution, LLG decided to flank the makeup, nail and skin care treatments with a hairstyling and barber service, signing a partnership with Panariello Group. Based in Castellammare di Stabia, near Naples, the hairdressing company counts four direct salons and 170 franchising shops in Southern Italy.

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Panariello’s Hair Studio’s and Barberia Elite areas, dedicated to women and men, respectively, debuted last week in Milan’s Limoni Beauty Lounge.

Pampani defined this expansion as “another important step in creating select and tailor-made services [aimed to] clients’ fulfillment. The partnership with Panariello Group,” he added, “allows us to proceed toward a real, total beauty experience, making us stand out, once again, for offerings’ range, spirit of innovation and advanced training of our work team.”

The goal is to open 50 beauty lounges under the name Limoni and La Gardenia by the end of July 2017, all provided with a Hair Studio’s salon or a Barberia Elite area, if not both. In addition to Milan, beauty lounges were opened this year in Rome and Prato, under the name Limoni. The upcoming agenda includes launches in the Tuscan cities of Pisa, Viareggio and Siena under the La Gardenia banner.

Customers can book the services through an app and, starting Oct. 15, through the new Limoni-La Gardenia web site.