The second largest European pharmacy player – Dr. Max, pays homage to the city of Milan, where it has 10 stores, with the brand’s first Beauty Lounge, open from 7 to 15 October in Piazza Gae Aulenti.
“The initiative is part of our Beauty Days project, days in which we organise promotions and special events on beauty products in our pharmacies and online on our e-shop, which for the first time we have decided to organise in the fall as well and not only with the usual spring appointment,” explains Alessandro Urbani, CEO of Dr. Max Italia, to FashionNetwork.com. “With the special activities planned in Milan, we want to consolidate our role as a point of reference for personal care, offering innovative and personalised experiences. We are in a moment of great growth, there are many pharmacies open both in Milan and throughout Lombardy, where we have almost 50 pharmacies.”
Inside its Beauty Lounge, Dr. Max offers, upon reservation on the brand’s website, 20-minute “express” treatments, but also one-hour sessions for those with more time. Inside the temporary pop-up, open from 8:30am to 19:30pm, customers can get personalised advice on the best products for their beauty routine from the Dr. Max Nuance brand or from Miamo, a partner in the project with its Skin Analyzer: a machine that allows you to precisely analyse 12 fundamental skin parameters, including pores, spots, imperfections, texture, UV damage and skin aging projection.
In parallel, Dr. Max pharmacies in Milan will offer discounts of up to 50 per cent on a selection of the best cosmetic brands until 15 October, in addition to individual appointments lasting about 20 minutes with an expert in the sector, who will provide personalised advice on the most suitable products for each skin type, followed by a personalised make-up session.
