BOLOGNA — Cosmoprof Worldwide — the beauty fair organized by SoGeCos, part of the BolognaFiere exhibition group — and Italian Vogue are joining forces to launch a special evening of shopping March 9, the day after Cosmoprof’s 46th edition kicks off.
Beauty in Vogue Night Cosmoprof is tailored specifically to Bologna, said Italian Vogue editor-in-chief Franca Sozzani, noting the city possesses a large student population in addition to being renowned for hosting fairs and exhibitions and for having a historical center that is well suited to pedestrian traffic.
“Beauty has always been at the foundation of our magazine,” she said, adding that the participation of all retailers in the town center would “give everyone the chance to be welcomed.”
Vogue has already championed similar events with the fashion industry. Vogue Fashion’s Night Out, which began in 2008 and now takes place annually in 19 countries worldwide, was devised as a way to bring people into high-end stores they might otherwise find intimidating, and give them the chance to buy limited-edition products at relatively low cost, all while benefiting local charities.
Beauty in Vogue Night Cosmoprof shares the charity focus of other Vogue initiatives, including the most recent Italian edition of VFNO: Proceeds from sales of the limited-edition products will help those affected by the Emilia-Romagna region’s devastating series of earthquakes in the spring of 2012.
At the Archiginnasio library, a photographic exhibition featuring Vogue Italia’s selected shots of 10 models representing modern beauty — including Fei Fei Sun, Liya Kebede and Mariacarla Boscono — will be on display. Campari is hosting a cocktail to kick-start the evening, while retailer QVC will be selling specially designed T-shirts and cosmetics, with a portion of sales also directed to earthquake recovery efforts.
The mayor of Bologna, Virginio Merola, said events such as the beauty night “are good for the whole city,” giving it a fresh identity in people’s minds and encouraging them to explore.
Duccio Campagnoli, president of BolognaFiere, said Beauty in Vogue Night Cosmoprof offers the fair “something extra,” in a year when it has altered its layout to accommodate an increase in foreign buyers. “We created a special buyer program, which already has more than 200 participants signed up,” he said.
Campagnoli also said he expected higher turnout from leaders in selective perfumery, and that Cosmopack, a special section dedicated to beauty packaging and machinery that runs from March 7 to 10, will have greater visibility this year. A new Cosmopack event, “The Lipstick Factory — An Italian Story” will demonstrate the lipstick production process for visitors, while from March 7 to 9 packaging experts will host Trend Forums.
Twenty-five countries will be present in the fair’s national pavilions, including, for the first time, India and Colombia. In all, foreign exhibitors are estimated at 1,500.