What is the story about?
What's Happening?
Borghese, the Italian skin and body care brand, is expanding its retail presence and celebrating the 40th anniversary of its popular mud mask, Fango. The brand is opening a four-month spa residency at Printemps in New York City, offering exclusive facials featuring the Fango Purificante Mud Mask. Borghese is also launching on Ulta.com and Bloomingdales.com, preparing for partnerships during New York Fashion Week, and engaging in out-of-home activations. The brand has reported significant sales growth, with Fango sales up 60% from last year and a direct-to-consumer business increase of 21%.
Why It's Important?
Borghese's expansion and anniversary celebration mark a significant milestone in its brand renaissance. The strategic move to open a spa residency and expand retail partnerships reflects the brand's commitment to enhancing its market presence and reaching a wider consumer base. The increase in sales and new customer acquisition indicates strong consumer interest and brand loyalty. By leveraging partnerships with major retailers and engaging in high-profile events like New York Fashion Week, Borghese is positioning itself for continued growth and increased visibility in the competitive beauty industry.
What's Next?
Borghese plans to continue its retail and global expansion throughout the year, with new product launches anticipated in 2026. The brand's focus on meeting customers where they shop, including platforms like Amazon and TikTok Shop, suggests a strategic approach to capturing diverse consumer segments. The upcoming product launches and expansion efforts are expected to further strengthen Borghese's market position and drive sales growth.
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