The third edition of Milan Beauty Week attracted over 230,000 visitors, and Pettenon Cosmetics played a central role with significant initiatives involving the brands Alter Ego Italy and Alama Professional.
At Palazzo Castiglioni, the Alter Ego Italy team participated in the "Love is in the Hair" hairstyling marathon, which sold out completely. Meanwhile, Alama Professional took part in the "Beauty Gives Back" initiative, offering its products in exchange for donations.
Thanks to these charitable events, held on Saturday, September 27 and Sunday, September 28, over €63,000 was raised to support beauty workshops for women undergoing cancer treatment, organized by La Forza e il Sorriso Onlus.
Alama also engaged hundreds of visitors with the experience at the salon-bar "We Are Emma," where illustrator Momusso presented a creative installation blending haircare and art, offering "sentimental sessions" and personalized "letters from the future."
Relive the most meaningful moments by viewing the gallery:
