Guerlain Plage Arrives at Alpemare Beach Club, the Seaside Retreat of the Bocelli Family in Forte dei Marmi
Beauty rituals by the sea.
Forte dei Marmi is the retro-chic Tuscan seaside town and exclusive beach retreat for Italy’s elite. Just over an hour’s drive from Florence, “il Forte” is recognized by its 1950s architecture, long stretch of beach dotted with private bagni—private beach clubs—and the place where bicycles outnumber cars and sun-kissed children are dressed in Loro Piana. Andrea Bocelli has a villa in il Forte along with his private beach club Alpemare that has been crowned Best Beach Club in Italy for two consecutive years. Anchored in Versilia’s natural beauty, Alpemare is a destination within a destination and where the French maison Guerlain has partnered with the Bocelli family for Guerlain Plage, a sensory oasis within the beach club.
Nestled beneath two white canopies, the Guerlain pop-up offers master classes, along with personalized fragrance and skin-care consultations. The skin-care lines Orchidée Impériale (whose key ingredient is orchid extracts that are produced in Guerlain’s Orchidarium and known to promote skin regeneration and longevity at the cellular level) and Abeille Royale (backed by bee science and committed to sustainable sourcing) are on full display. Even so, the highlight is the L’Art & La Matière Haute Parfumerie fragrance bar showcasing Guerlain’s prized scents like the innovative Tobacco Honey and bestsellers Cuir Beluga and Angélique Noir. So too a range of Aqua Allegoria scents—including Bergamote Calabria and Mandarine Basilic—for those seeking lighter fragrances for layering.
Guerlain skin and fragrance experts are on hand to offer beachgoers customized beauty rituals ideal for the summer months.
