MILANO BEAUTY WEEK | IGPDecaux

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milano beauty week

MILANO BEAUTY WEEK

Milano Beauty Week 2024 leverages IGPDecaux's OOH to enhance its program

IGPDecaux

Milano Beauty Week is an unmissable event for fans of the world of beauty and wellness. Now in its third edition, MBW took place this year from September 25 to 29, focusing on key themes such as innovation, sustainability, emotion, and inclusion.

Promoted by Cosmetica Italia in collaboration with Cosmoprof and Esxence, the Milano Beauty Week chose IGPDecaux’s out-of-home to offer unique and immersive experiences on 4 special trams, renamed for the occasion BEAUTY TRAMS. These trams, transformed into events on rails, went through the iconic streets of central Milan during the Milano Beauty Week, following a scenic route that passed through renowned landmarks such as Cantù, Arco della Pace, Fontana, Castello, Porta Genova, and Lanza.

IGPDecaux

Various cosmetic brands were present in the project, offering unique experiences on board of the “event” trams, including skincare sessions, makeup, and hair care. Experts such as dermatologists and makeup artists gave personalized consultations and live demonstrations. Passengers enjoyed and took advantage of services like quick hairstyling and express makeup, turning every ride into an opportunity for beauty and wellness. This initiative aimed to promote the brands involved, combining glamour and personal care in an exclusive urban experience.

The trams, customized both inside and outside with distinctive brand-colored adhesive films, were in perfect harmony with the theme of Milano Beauty Week. The interior decoration and setups were carried out by IGPDecaux’s Brand Solutions team, demonstrating once again their ability to create unique experiences, seamlessly integrated into the celebration of beauty and wellness culture, transforming each tram into an immersive journey through the world of Milano Beauty Week.

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IGPDecaux

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