Crema Beauty Days proved to be a significant event for beauty-lovers worldwide. It took place in multiple locations across Crema, our hometown, during the last weekend of September and featured a wide range of interactive activities that drew in participants from the cosmetics industry, as well as a large crowd of curious visitors.
Open Beauty was one of the highlights. Shuttle buses departed from the train station, taking visitors to our labs. Here, attendees had the opportunity to witness the behind the scenes of the making of a makeup product.
We also hosted an olfactory experience focused on fragrance layering at the S. Agostino cultural center. This activity was organized in anticipation of the launch of Ancorotti Perfumes, another step in the expansion of our Group’s diverse portfolio.
In Piazza Duomo, we presented the book ‘La Fabbrica per l’Uomo’, which tells the extraordinary transformation of the former Olivetti factory from an abandoned industrial site into a state-of-the-art cosmetics plant.
Finally, our industrial experts gave a live demonstration of powder pressing, showcasing how bronzers, blushes, and eyeshadows are created and answering all kind of questions about the fascinating world of cosmetics.
Crema Beauty Days offered a unique opportunity to dive deep into our industry and discover firsthand the excellence that defines it, a chance not only to showcase our work and achievements, but also a moment of connection with the local community. Crema, with its rich industrial heritage, once again affirmed its role as the heart of the Beauty Valley, where tradition and innovation come together to shape the future of cosmetics.