Estée Lauder opens first European store in Milan

By

Elena Passeri

Translated by
Nicola Mira

Published
Nov 9, 2017

US cosmetics group Estée Lauder has picked Milan as the home of the first European store for its eponymous brand. The store's interior and retail concepts were created at Estée Lauder's New York headquarters. The 40 m2 shop is located at 7 via Dante, in the heart of the Italian city, and its main asset is digital interaction with customers.

"Milan is a key city for the world of luxury and design, and also an international tourism hub. Our ambition is that this boutique will become the beauty destination of choice in Italy's most fashionable city, attracting the Milanese and tourists alike. A place where they will find professional consultants, able to attract and appeal to beauty aficionados of all ages," said Fulvia Aurino, the General Manager of Estée Lauder Italy.

The store's large glass-panelled entrance leads to a central 'beauty table', where customers are advised by the Estée Lauder experts. The store showcases the brand's entire range, top billing going to the premium Re-Nutriv skincare line and to the Aerin fragrance collection, launched in November 2013.

A series of iPads featuring augmented reality app YouCam allow customers to test products virtually and to discover the latest make-up trends. The store also offers a customisation service for gift packages.
 
Besides Estée Lauder, the brand portfolio of The Estée Lauder Companies includes Jo Malone, La Mer, M.A.C, Clinique and Tom Ford. The group is present in more than 150 countries with approximately 1,430 stores.