L'Oréal Travel Retail Europe, Middle East, Africa, India (EMEAI) has collaborated with Dufry to unveil the inaugural Prada Beauty airport counter in global travel retail, located in Milan Malpensa Airport's Terminal 1. The debut of this counter coincided with Milan Fashion Week (September 19-25) and represents the first location worldwide to offer the complete Prada Beauty collection in travel retail.

This counter serves as a showcase of Prada Beauty's multifaceted brand and features its diverse range of fragrance, skincare, and makeup products. Some of the fragrances showcased at the counter include Prada Paradoxe, Luna Rossa, Les Infusions, and the Olfactories.

Prada Beauty's skincare line is designed to help the skin adapt to environmental changes, offering a comprehensive range of products from cleansers to foundation, all with skin-boosting benefits. The color cosmetics collection by Prada Beauty celebrates self-expression and offers a variety of versatile, fashion-inspired colors and textures for eyes and lips. The lipstick line is inspired by the matte lips seen on Prada's runway shows and draws from the brand's extensive fashion archives.

The entire range of Prada Beauty Color cosmetics products is crafted using L'Oréal's exclusive Smart Tech-Xtures technology, offering hyper-flexible, breathable, blendable, and long-lasting wear with skin-nourishing benefits. The collection combines physical pigments with digitally designed colors, resulting in an experimental array of shades. Additionally, the products are packaged in eco-designed materials and formulated with eco-conscious ingredients, with some items available in refillable formats.

The Prada Beauty counter's design features a pale mint-green color scheme, black and white checkered flooring, and the signature look of the fashion house.

L'Oreal Travel Retail EMEAI General Manager Niels Juhl expressed pride in launching Prada Beauty in Dufry's store, marking the brand's first appearance in travel retail worldwide, coinciding perfectly with Milan Fashion Week. Romina Gabarro, Dufry's Head of Beauty EMEA, also highlighted the significance of this launch, showcasing the special brand's beauty collection in the travel retail setting during Milan Fashion Week.