Italian cosmetic, fragrance and personal care brands offer a singular, unparalleled quality and excellence, and are poised for growth in the U.S. market. Opportunities abound, but challenges with niche brands’ marketing and promotional strategies need to be conquered. And they must learn more about the specific consumers they are targeting and hone their storytelling skills.

These were some of the key points made during the inaugural Italian Beauty Council (IBC) panel discussion on “The Rise of I-Beauty: Heritage, Creativity & Innovation” held at The Italian Trade Commission in New York City. The session was livestreamed to the entire country of Italy and welcomed participants there to join in the discussion.