On October 18, 2018 'Beauty Made in Italy' and the Italian Beauty Council (IBC) hosted their inaugural panel discussion on 'The Rise of I-Beauty: Heritage, Creativity & Innovation' at The Italian Trade Commission in New York City. 

The discussion was moderated by Jenny B. Fine, Executive Beauty Editor at WWD & Beauty Inc and welcomed panelists Rossano Ferretti, world renowned hairstylist, Linda G. Levy, President of The Fragrance Foundation, Vincent Longo, celebrity makeup artist and Meredith Kerekes, Head of US Beauty Desk at the Italian Trade Agency. Guests included over 40 members of the press, retailers and other beauty industry executives. The session was livestreamed to the entire country of Italy and welcomed participants there to join.

The panel discussed the history, singularity and innovation of Italian beauty and fragrance brands and why they are uniquely poised for growth in the US market. In addition, the event covered the excellence of Italian manufacturing in the beauty industry and the challenges faced by Italian brands entering the US market.

'Beauty Made in Italy' is a new program launched by The Italian Government that promotes the awareness, availability and excellence of Italian beauty products and brands to the US market and consumer. The Italian Beauty Council was created to support this program and is an advisory group of Italian professionals and specialists from the beauty industry who offer valuable advice, knowledge and personal experience to the 'Beauty Made in Italy' member companies.