Dentsu Italy has launched Beauty++, a multidisciplinary observatory exploring how beauty brands are combining culture, experiences and commerce to build stronger consumer relationships across an increasingly fragmented journey. Using Milano Beauty Week as a lens, the research examines the evolution of beauty from a product-driven category into a broader ecosystem shaped by wellbeing, education, community and cultural relevance.
According to data from Cosmetica Italia highlighted in the report, the Italian beauty market is expected to reach €13.1 billion in 2026, confirming its position among the country’s most dynamic consumer sectors. At the same time, brands are expanding beyond traditional product communication, investing in experiences and touchpoints that foster deeper consumer engagement.
Held from 16-20 September 2026, Milano Beauty Week has become Italy’s leading city-wide beauty festival, bringing together brands, institutions and consumers through activations, educational initiatives, masterclasses and immersive brand experiences across Milan. The fifth edition attracted more than 360,000 visitors, featured over 500 free events and involved more than 50 brands, reinforcing its role as a major platform for consumer engagement.
Combining strategic observation, consumer research, sentiment analysis and mobility intelligence, Beauty++ analysed 48 brands across eight categories to understand how companies engage consumers before, during and after large-scale experiential platforms. The study integrates on-the-ground observation, consumer interviews, behavioural data and brand activation analysis to provide a comprehensive view of engagement in today’s beauty landscape.
“Beauty is one of the most advanced categories today when it comes to innovation and creating meaningful consumer connections. As such, it offers valuable lessons for other highly competitive, emotionally driven sectors. Looking at platforms such as Milano Beauty Week, which bring people together around shared interests and experiences, we can see how the most innovative brands are combining live experiences and media amplification to strengthen their cultural relevance. The challenge is no longer simply to reach people, but to earn a place in the conversations, interests and everyday lives that matter to them.” comments Sara Mazzini, Chief Strategy Officer, Media, dentsu Italy.
From event to engagement platform
One of the report’s key findings is the transformation of Milano Beauty Week from a traditional event into a broader engagement platform. Brands are increasingly combining physical experiences, content ecosystems, media activity and community participation, extending consumer interaction well beyond the duration of the event itself.
The research also highlights the growing diversification of the beauty ecosystem. Three of the eight categories monitored in Beauty++ are new additions and account for 35% of all brands analysed, reflecting the increasing convergence of beauty, pharmacy, supplements, wellness and lifestyle.
Experience becomes a strategic marketing driver
The study found that brands activated an average of nine consumer touchpoints during Milano Beauty Week, building engagement across multiple stages of the consumer journey. Overall, 63% of activities were commerce-oriented, while 37% focused on cultural engagement, highlighting how brands are increasingly balancing commercial objectives with long-term relationship building.
Among the most common activations were sampling programmes, product trials and beauty consultations, underlining the growing importance of first-hand experiences in driving familiarity, consideration and brand affinity.
The power of experience beyond the event
The impact of brand experiences does not end when the activation is over. Beauty++ findings suggest that experiential engagement can strengthen brand affinity, generate advocacy and deliver lasting value beyond the live experience.
Among attendees surveyed, 33% discovered Milano Beauty Week through word of mouth, highlighting the continuing importance of peer recommendation and earned advocacy in driving participation. Meanwhile, 64% cited curiosity as their primary reason for attending, demonstrating consumers’ growing appetite for discovery-led experiences.
The research also found a clear positive impact on brand perception: 78% of participants said their opinion of a brand was maintained or improved after taking part in its activities, while overall satisfaction with Milano Beauty Week reached 72%.
Together, these findings suggest that experiential platforms are no longer simply awareness-building channels. Increasingly, they serve as strategic environments where brands can create meaningful connections, foster advocacy and build long-term consumer relevance.
About Beauty++
Beauty++ is a multidisciplinary research initiative developed by Dentsu Italy and Merkle Italy to analyse how beauty brands build consumer engagement across an increasingly complex journey. Combining strategic observation, consumer research, sentiment analysis and mobility intelligence, Beauty++ provides insight into the trends, behaviours and activation models redefining the beauty category.
Download the full report: Beauty++ 2026 – Dentsu Italy
CREDITS
Dentsu Italy: Strategy
Chief Strategy Officer Media: Sara Mazzini
Communication Strategy Director: Silvia Garagnani
Communication Strategist: Michela Di Fonzo, Alessia Ferretti, Elena Riminucci, Chiara Scerelli, Guendalina Tosi
Merkle Italy: Research & Data
Consumer Insight Lead: Barbara Rolandi
Senior Consumer Insight Analyst: Erika Tonon
Senior Data Scientist: Francesca Priante, Leonardo Pacciani Mori, Serena Cataudella
