L’Oréal and Dufry have opened the first Prada Beauty airport permanent counter worldwide at Milan Malpensa airport.
Prada Beauty, L’Oréal’s latest launch, has been unveiled by L’Oréal Travel Retail Europe, Middle East, Africa, India and Dufry, at Milan Malpensa airport (first airport worldwide to launch Prada Beauty) where the new beauty collection will be available in travel retail for the first time ever.
Coinciding with Milan Fashion Week, Prada Beauty lands at Malpensa Airport, revealing the new Beauty collection to traveling consumers flying through Terminal 1.
The new counter underscores the power of Prada as a new multi-axis brand and showcases its diverse portfolio of fragrance, skincare and makeup products.
PRADA: RETHINKING BEAUTY
Since 1913, Prada has been creating dialogue and challenging conventions, signalling new changes with radical elegance, intellectual purity, and unrestricted creative experimentation. Today, Prada rethinks beauty. Reimagining existing definitions and expectations, Prada proposes a free-thinking, avant-garde vision of beauty activated by tech and creativity. Skin and Color are redefined through their intention, characterization, and expression to open new perspectives and possibilities of self-reinvention that is timeless, yet always evolving.
Prada rethinks Skin through the lens of adaptation as the new performance. Built on the purpose of helping skin adapt as fast as the environment changes, the Skin range from cleanser to foundation provides instant and over-time care. Prada Color rethinks self-reinvention as the new self-expression. An invitation to explore all the shades of you, the Color range covering eyes and lips offer maximal expression with minimal effort from versatile fashion-curated colors and smart textures.
OPENING NEW PERSPECTIVES OF BEAUTY
Prada introduces Skin and Color, two emblematic offerings that reimagine beauty categories into two gestures: Skin for a full skincare-to-complexion routine including foundation, and Color for a multi-dimensional spectrum of expressions. Realized in tandem, the respective skincare and makeup collections reconcile minimalism and maximalism; sophistication and playfulness; simplicity and versatility, drawing from both heritage and technology for formulas and packaging that bring luxury and responsibility into harmonious conversation.
From eco-designed packaging to the skin-conscious formulas within, the new collection showcases precisely engineered architectural forms, intentional color composites, and essential materials. The refillable mechanism is streamlined and intuitive to ensure maximal user experience with minimal environmental impact.
RETHINKING COLOR EXPRESSION
Prada Color brings a touch of eccentricity to a sophisticated complexion. An invitation to explore and experiment, Prada Color sees self-reinvention as the ultimate self-expression.
Prada Color is fashion-curated. The lipsticks provide two perspectives on matte, inspired by the ubiquitous mattified lips seen on Prada runways since the brand’s first Ready-to-Wear show in 1988. Drawing from the Prada fashion archive that holds 27,000 textiles and patterns, the eyeshadow palettes showcase an unexpected curation of pigments in dynamic finishes.
Prada Color is tech-augmented. Avant-garde technologies are at the core of Prada’s SMART TECH-XTURES™, designed to provide hyper flexible, blendable, breathable yet durable wear with over-time care. In constant dialogue between physical pigments and digital colors, Prada Color offers an experimental spectrum of IRL-URL expressions.
This new counter invites travellers to experience the avant-garde Prada makeup services to try on the latest novelties on beauty. On top of the novelties on Skincare & Makeup, Prada exhibits on this counter the brand’s full range of fragrances : Prada Paradoxe, Luna Rossa, Les Infusions and the Olfactories