Rinascente focuses on beauty with the Beauty Fair and the opening of the Odeon Beauty Hall in Milan

Rinascente is betting on beauty: the Beauty Fair is back, the event dedicated to the beauty universe which, in its fifth edition, confirms the theme of interactivity, transforming the exhibition spaces into real beauty playgrounds, with products, experiences and the latest trends in the sector. The event will be followed by the opening planned in Milan for May 2027 of Rinascente Odeon Beauty Hall, an exclusive 3000 m2 hub entirely dedicated to the world of beauty.

Throughout the entire store network, there are always-on customisations and activities designed to engage customers in an immersive, multi-sensory experience, in perfect beauty playground style. The calendar counts around 400 events, 100 more than the February 2025 edition, and the focus is on free in-chair flash treatments and flash make-up, services that have already been a great success in previous editions.

At the flagship store in Milan's Piazza Duomo, fragrances are confirmed as the mainstay of the event, with 18 brands present, including Maison Crivelli and other brands from the Olfattorio Bar à Parfums pop-up, as well as Kilian, Nishane, Essential Parfums and many others. From 12 February to 16 March, visitors will be able to immerse themselves in curated olfactory paths, participate in masterclasses dedicated to the philosophy of the brands and enjoy personalised experiences.

In the Rome Via del Tritone flagship store, the brand mix evolves with the entry of luxury skincare and niche perfumery brands and will be live until 16 March.

In the other stores - Rome Piazza Fiume, Turin Via Lagrange, Cagliari Via Roma, Catania Via Etnea, Palermo Via Roma and Monza Largo Mazzini - the Beauty Fair came to life on 4 February and will continue until 9 March, with shop windows dedicated to the event in some locations.