Introduction: As Borghese celebrates the Advanced Fango Active Mud Mask’s 40th anniversary this year, Chief Operating Officer Dawn Hilarczyk reflects on the enduring power of the Fango ritual, the brand’s deep roots in Italian culture and its mission to offer travellers a moment of pause in an increasingly fast-paced retail landscape.
Hilarczyk discusses shifting consumer dynamics in travel retail, where travellers are prioritising wellness, authenticity and meaningful experiences over impulse purchases.
Against this backdrop, Borghese is doubling down on hero products such as the Fango Mud Mask, intuitive routines and a ‘time as luxury’ philosophy that aligns with the demands of today’s global traveller.
The Moodie Davitt Report: What sets Borghese apart from other beauty brands in the channel today?
Dawn Hilarczyk: Borghese is rooted in Italian culture, offering the gift of time and simplicity through intuitive, sensorial skincare.
Our legacy is built on purposeful, results-driven products like our Advanced Fango Active Mud Mask for Face & Body, celebrating 40 years as the Original Mud Mask.
What does the 40th anniversary of the Fango mean for Borghese? What key USPs have made the mud mask a long-running success over the years?
Our Advanced Fango Active Mud Mask’s 40th anniversary is a celebration of heritage, innovation and authenticity. Borghese has always offered the gift of time and simplicity through intuitive, sensorial skincare.
Our legacy is built on the power of pause and results-driven products and Fango is the ultimate expression of that philosophy. For four decades, it has been the Original Mud Mask, loved for its ability to connect the skin and body through the ritual of self-care.
Fango, Italian for mud, perfectly embodies our commitment to wellness and timeless beauty. It is more than skincare, it is an experience that resonates with consumers who value authenticity, balance and results.
How has the beauty landscape in travel retail changed in the last year and how are you navigating those shifts?
Consumers are returning with greater discernment and a heightened appreciation for wellness, authenticity and meaningful experiences. Impulse purchases are being replaced by thoughtful, purpose-driven decisions.
As travel becomes more fast-paced, Borghese aims to offer travellers a moment of pause. We focus on hero products that reflect our core values: reclaiming time, honouring Italian heritage and delivering science-backed, intuitive skincare. Each product is formulated to deliver maximum results with minimal effort.
Our goal is to meet the needs of modern travellers seeking simplicity without compromise.
How are you engaging the traveling beauty consumer in an increasingly digitised world? What role do service, retail execution and human interaction play in that journey?
In a digital-first world, we meet consumers where they are, by offering skincare that simplifies routines while delivering proven results.
At Borghese time is the ultimate luxury, and our products are designed to travel effortlessly, whether you are experiencing them in one of our luxury spa destinations or at home. We blend intuitive design, high-touch service and wellness-driven storytelling to create moments of meaningful connection across the consumer journey.
What are Borghese’s ambitions in travel retail? Can you give us an overview into your current presence in the channel and what your priorities are in terms of geography/retailer/channel type?
Travel retail is an incredibly exciting channel for us, one that aligns beautifully with our spa-meets-boutique narrative. The global traveller today is intentional, seeking wellness, authenticity and deeper experiences wherever they go while considering time as their most precious commodity.
Looking ahead, we are focused on establishing a strong presence in US, European, Chinese and Middle Eastern travel retail markets as we continue our renaissance journey, expanding the reach of Italian luxury skincare through the lens of ritual, heritage and innovation. ✈
