THEThe month of May 2023 opens with many events promoted by the world of beauty: we are talking about prevention of skin melanoma with Heliocare and La Roche-Posay, female self-esteem with L’Oréal Paris and Where. But not only, Sephora inaugurates the new “Armo-Lips” service curated by Rossella Migliaccio while the Italian brand EspressOh opens its first pop-up shop inside Milan Central Station. Here they are all.
May beauty agenda: Heliocare’s “Look for your mole” prevention campaign
In Italy, melanoma is the third most frequent cancer in the population under 50 years of age: one of the most dangerous forms of skin cancer that can be prevented with appropriate behaviors.
In fact, among the responsible factors there is the incorrect exposure to UV rays resulting in the inability to use sunscreens. The prevention of melanoma therefore requires constant attention to one’s skin. As? Using high SPF creams, monitoring changes in the shape, color and size of moles and spots on the skin.
For this reason Heliocare by Cantabria Labs Difa Cooper, brand leader in dermatological photoprotection, is undertaking a national tour offering free mole check-ups in order to raise awareness among the population on the risks of a lack of prevention.
From May 5tha mobile dermatology clinic will hit the road for cross Italy from north to south offering free skin screenings with the help of dermatoscopy. The project, in partnership with SIDeMaST– Italian Society of Dermatology – will touch 16 cities for 19 days in order to deliver more than 1200 visits.
La Roche-Posay supports SIDeMaST in the campaign against melanoma
Also La Roche Posay pledges to support SIDeMaST in the melanoma prevention campaign “Save Your Skin” (from 20 to 27 May).
Engaged for over 10 years in tackling the issue of melanoma, the brand has organized some free visits of the moles in the main Italian cities. For those who are unable to book the visit or cannot physically go to one of the centres, they will also be given the opportunity to request a free 15-minute telehealth consultation with a dermatologistbookable at the pharmacy from 13 May.
As a partner brand of dermatologists around the world committed to educating people about melanoma prevention for years, La Roche-Posay supports the ABCDE method – asymmetry, edges, color, diameter, evolution – method developed, approved and used by dermatologists worldwide for disseminate the importance of self-prevention he was born in knowing how to intercept any change in the size, shape or color of the moles.
L’Erbolario and LAV, against all forms of abandonment
L’Erbolario returns to support LAV – Anti Vivisection League – with a fundraiser to fully support the project “Together against all forms of abandonment”which sees the cosmetic company from Lodi working alongside the non-profit organization per promote the theme of correct coexistence with family animals through a national campaign of free microchipping and sterilisation.
L’Erbolario supports LAV in the project “Together against any form of abandonment”
Between June and November 2023, two LAV ambulances will be engaged in a national tour from North to South, divided into 10 days in 10 Italian squares. For each stage, 100 microchipping operations will be carried out and vouchers will be distributed to book sterilization operations at the veterinary ASL or a freelance veterinarian.
Only 42% of abandoned animals are in fact equipped with a microchip and therefore impossible to go back to the owner and only in 2020 there were 64,476 dogs entered the health kennels. With this commitment, the brand celebrates its 45th anniversary under the banner of its ethical commitment towards people, animals and the environment.
May beauty agenda: Jean Paul Gaultier together with the LGBTQIA+ community
Jean Paul Gaultier presents a limited edition PRIDE 2023. The bottle is a chrome bust wearing the “Get used to it” slogan. With this new fragrance, the brand wants to celebrate the constant commitment to the faces and values of the LGBTQIA+ community, and to convey a message of humanity and self-love.
The new PRIDE 2023 limited edition by Jean Paul Gaultier
The fragrance is one eau de toilette which aims to unite and involve everyone, without distinction of gender. With floral and woody notes, it opens on a flowery bouquet of orange blossom and neroli which is enlivened by a boost of lemon, fresh citrus and yuzu. An olfactory accord that transposes the brand’s most essential values into perfume.
L’Oréal Paris, the “Walk your worth” campaign
More than half a century ago, with the claim “Because you are worth it”, L’Oréal Paris highlighted the importance of female empowerment and self-esteem for women around the world. Since then, the brand has continued to support women, both through accessible and effective beauty products and with important initiatives aimed at allowing women to occupy the place they deserve in society.
After “Lessons of Value” celebrated last year, L’Oréal Paris presents the new campaign “Walk Your Worth” which has the goal of advocate the power of beauty as a catalyst for self-esteem.
Six International Brand Ambassadors – actresses Leïla Bekhti and Camille Razat as well as models Cindy Bruna, Luma Grothe, Liya Kebede and Soo Joo Park – walk the streets of Paris to communicate the power of beauty, inviting all women to join them to celebrate one’s differences, express one’s personality and always believe in oneself and one’s worth.
Where, the “Self-Esteem Project” in schools
We talk about self-esteem also with Where, which brings the “Self-Esteem Tour” to schools. The project was born in collaboration with Dr. Stefania Andreolione of the leading Italian experts in the field of developmental psychotherapy, and will provide real self-esteem lessons to students and training sessions for teachers.
The project Where has the objective of supporting the youngest, educating them and helping them to grow with a more positive relationship towards their appearance, discovering and accepting their uniqueness. TO starting from 21 April, the project will involve primary and lower secondary schools in the cities of Rome, Naples and Milan with the distribution of educational kits and tools to support teaching.
In addition to the tour, Where Self-Esteem Project this year it is spread across the territory involving over 4,000 teachers and 15,000 classes for a total of around 300,000 students.
Sephora inaugurates the Armo-Lips service
It strengthens it even more collaboration between Sephora and Rossella Migliacciowhich one year after the introduction of the service Armomake-up, celebrate the combination of color scheme and make-up introducing the “Armo-Lips” service, available from 1 May in all stores.
A team of make-up artists trained directly by Rossella Migliaccio will help customers discover the most suitable color palette for their season, selecting: glosses, lipsticks, lip tints, lip oil, pencils and everything you need for a perfect lip look. Thanks to an innovative crescent tool, The armoexpert they will accompany you in choosing the most suitable lipstick shade.
Sheila Daley is the new Lancôme International Make-up artist
The brand Lancôme announces Sheika Daley Which “International Make-up Artist” of the Maison. The talented make-up artist will bring her creative perspective and her expertise to the Lancôme universe, contributing to the development of new references and also broadening the brand’s vision, leading it towards a new chapter.
“I am delighted to welcome Sheika Daley to Lancôme. I’ve often had the privilege of seeing her at work on the sets of the many campaigns she’s collaborated on and, each time, I’ve been pleasantly struck by the passion she has for her profession; she is palpable when Sheika walks into a room because her enthusiasm is contagious.
But, beyond her recognized expertise, I am proud to have with us a generous and determined person, living proof that, when you follow your dreams, great things can be achieved» declared Françoise Lehmann, International President of Lancôme.
Self-taught, Sheika trained by studying professionals such as Dick Page, Billy B, Pat McGrath, Same Fine and Kevin Aucoin. “These artists have been a great inspiration for me: growing up I looked in magazines for the make-up they created, I watched their videos and studied everything I saw them do,” she said.
May beauty diary: Dior opens its first beauty boutique in Capri
Parfums Christian Dior inaugurates the summer season with a new boutique in the heart of one of the most renowned and exclusive places in the beautiful country: the island of Capri.
The new Dior beauty boutique in Capri
Located in Via Camerelle 21next to the Dior Couture Boutique, the new Beauty Boutique is a tribute to the Rivieraland of choice, place of refuge and source of inspiration, deeply connected to the history of the Maison Dior.
In the decorations and furnishings, natural elements such as wood, canvas and sand play a fundamental role, which are combined with the iconic Toile de Jouy, the famous printed fabric used for the first time by Monsieur Dior in 1947 in the legendary Boutique of Avenue Montaingne. Today Maria Grazia Chiuri reinterprets it in a contemporary way, creating an unprecedented fil rouge that connects the splendid island of Capri to Paris.
In the Beauty Boutique you will be able to discover the entire collection of fragrances and perfumed art de vivre creations of La Collection Privée Christian Diorthe exclusive Dior line with a couture soul.
Acqua di Parma and “il kiosk” in the heart of Milan
From 11 to 21 May the Maison transforms a kiosk in the center into a space where you can discover and enjoy the scents and flavors of the Mediterranean: The Parma Water Kiosk. A moment of Sicily in the city, where visitors will experience the Italian summer and be transported to the sun-kissed shores of the island. A bright and vibrant atmosphere in the heart of Milan.
The “kioschetto” in the heart of Milan designed by Acqua di Parma
Open every day from 9:00 to 22:00 for breakfast, lunch and an aperitif, at Il Chioschetto Acqua di Parma you can taste the specialties of Sicilian cuisine. Visitors will also be able to participate in sensory experiences and workshops to experience the Italian traditions and craftsmanship that distinguish the new fragrance “Arancia La Spugnatura Limited Edition”.
EspressOh, the first beauty corner in Central Station
ExpressOh, young and independent make-up brand founded by Chiara Cascella, opens his first Pop Up in a strategic location, the Milan Central Station.
The new EspressOh pop-up store in Central Station in Milan
Conceived and created in collaboration with Naessi Studio, the cosmetic product is the star of each showcase, giving travelers the opportunity to immediately discover the best seller of the brand: from Aroma Light glossy lipsticks to blush by the glass went viral on TikTok.
The shop also draws inspiration from traditional Italian clubs, but reinterprets them and transforms them into a real “mak-up bar”. EspressOh Pop Up Store Milano Centrale will be open every day from 13 April to 15 May on floor 1, in front of the platforms, from 8.00 to 21.00.
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