L’Oréal Travel Retail launches first Prada beauty counter at Dufry's Milan Malpensa shop

On top of skincare and makeup, the Prada counter features the brand’s full range of fragrances

Prada Beauty, L’Oréal’s latest launch, has been unveiled by L’Oréal Travel Retail Europe, Middle East, Africa, India and Dufry, at Milan Malpensa airport (the first airport worldwide to launch Prada Beauty) where the new beauty collection will be available in travel retail for the first time ever.

Coinciding with Milan Fashion Week, Prada Beauty lands at Malpensa Airport, revealing the new Beauty collection to traveling consumers flying through Terminal 1. The new counter underscores the power of Prada as a new multi-axis brand and showcases its diverse portfolio of fragrance, skincare and makeup products.

Prada has introduced Skin and Color, two emblematic offerings that reimagine beauty categories into two gestures: Skin for a full skincare-to-complexion routine including foundation, and Color for a multi-dimensional spectrum of expressions. Realized in tandem, the respective skincare and makeup collections reconcile minimalism and maximalism; sophistication and playfulness; simplicity and versatility, drawing from both heritage and technology for formulas and packaging that bring luxury and responsibility into harmonious conversation.

Avant-garde technologies are at the core of Prada’s SMART TECH-XTURES™, designed to provide hyper flexible, blendable, breathable yet durable wear with over-time care. In constant dialogue between physical pigments and digital colors, Prada Color offers an experimental spectrum of IRL-URL expressions. This new counter invites travelers to experience the avant-garde Prada makeup services to try on the latest novelties on beauty.

On top of skincare and makeup, the Prada counter features the brand’s full range of fragrances: Prada Paradoxe, Luna Rossa, Les Infusions and the Olfactories.

Niels Juhl, L’Oréal Travel Retail Europe, Middle East, Africa, India General Manager said, "We are extremely proud to launch Prada Beauty in Dufry as the first store in travel retail worldwide, right on time for the Milano Fashion Show. This new collection launch in our new impactful corner reasserts our long-term partnership with Dufry and opens new perspectives of Beauty in Travel Retail."

Romina Gabarro, Head of Beauty EMEA at Dufry, added, "It is an honor to get the chance to work side by side once again with L’Oréal, this time to launch the beauty collection of such an iconic brand for the first time in travel retail. Milan fashion week is the perfect setting, and we are delighted to be able to showcase this new space as part of our offer for visitors coming from all over the world."