Mozzafiato: Italian Beauty has a new retail home in the US and Canada

By Deanna Utroske

- Last updated on GMT

photo courtesy of Mozzafiato
photo courtesy of Mozzafiato

Related tags Italy retail

Building on the multi-brand specially beauty concept popularized by retailers large and small, like Sephora, Ulta, Credo, and Beauty Heroes, Mozzafiato is curating Italian Beauty brands for the US market and reaching consumers both online and in store.

“This is Italy’s moment in time to captivate the North American marketplace with its incomparable beauty culture,” ​says Amy Parsons, who joined Mozzafiato as CEO back in October.

“In the same way that the Italian culture and lifestyle have created an enduring love for its design, fashion, food, wine, and automobiles, the world is ready to unlock its passion for Italian beauty,” ​says Parsons in a recent media release about the new beauty retail platform.

“American consumers,” ​she says, “have proven their affinity for exploring multiple and diverse beauty brands in a single location. Mozzafiato transforms that concept into a beautiful, emotional experience with this collection of truly authentic and unique Italian products.”

Italian Beauty retailers Mozzafiato is starting online and opening stores soon

Ecommerce has more than doubled this year in the US and Canada. And beauty consumers are buying more online than ever. These retail and consumer behavior facts are not lost on the team at Mozzatiato.

The Italian Beauty retailer launched online early last month: “just in time for the holiday shopping season, Mozzafiato’s mission is to reinvent the American beauty experience through Italian culture and spirit, with products ranging from ancient fragrances to clinical innovations in a truly immersive shopping experience that delights the soul,” ​explains the media release.

And there are already plans for more than 20 “immersive” ​retail stores to open in cities in both the US and Canada.

Developing a new market for Italian Beauty with consumer education, cultural exploration, and product curation

Online at Mozzafiato (“breathtaking” in Italian), site visitors can browse and shop by product category or by region, in much the same way one shops for wine by terroir.

It’s part of the retailer’s strategy to build familiarity and demand for beauty, personal care, and fragrance products made by Italian brands.

For the launch, Mozzafiato partners with some 17 brands across categories. Those brands are Acca Kappa, Acqua Dell’Elba, Acqua Di Bolgheri, B&C Natura, Borghese, Carthusia, Farmacia 1561, Marvis, Ortigia Sicilia, Parco 1923, Perlier, Proraso, Rudy Profumi, Skin & Co Roma, Storie Veneziane, Tuttotondo, and Lorenzo Villoresi; and they represent 9 of Italy’s 20 administrative regions: Abruzzo, Campania, Emilia-Romagna, Lazio, Lombardia, Sicilia, Toscana, Umbria, and Veneto.

And there is information on the site about the history and geography of each region as well as photos and stories about the brands themselves to help consumers ‘travel’ to Italy and learn about all that the country has to offer the beauty world.

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