MILAN — The 47th edition of Cosmoprof Worldwide Bologna trade show is around the corner, and the fair will have an even more international edge, as well as a renewed focus on eco-friendly cosmetics and a more tangible connection to Italy’s art and fashion worlds, according to show organizers.
At a press conference here on Wednesday, Duccio Campagnoli, president of Bologna Fiere and SoGeCos, said 2,450 exhibitors would be present at this year’s edition of Cosmoprof — 65 percent of them from outside Italy — an increase of approximately 2.5 percent over 2013. Twenty-five country pavilions will be on-site, with newcomers Japan, Singapore, Malaysia, Indonesia, Thailand, Peru and Bulgaria on the roster.
Highlighting the strength of Italy’s cosmetics and packaging manufacturing firms, which have continued to perform well in spite of the country’s lackluster economic climate, Campagnoli noted that Cosmopack, which will open on April 2, two days ahead of Cosmoprof, will overlap with the latter for two full days, to allow more flow between the fairs. “This year, we wanted Cosmopack to become a show with its own strong identity,” he noted, adding that Italy manufactures more than 60 percent of the world’s makeup.
Four hundred exhibitors from 33 countries will be at Cosmopack. Following last year’s popular Lipstick Factory, which showcased the production stages involved in making lipstick, this year’s special attraction will be a pop-up Powder Factory, offering visitors freshly made powder compacts and a view inside the manufacturing process.
Italian Vogue editor in chief Franca Sozzani, who has long been a vocal supporter of young Italian fashion designers, said this edition of Cosmoprof — the second to involve the magazine — would put significant emphasis on “aspiring makeup artists, hair stylists and nail artists” looking to break into the beauty industry. Five finalists from each category scouted by Italian Vogue will participate in a live performance April 5, each of them reinterpreting one of the covers representing the five decades of the fashion glossy. The Vogue Beauty Talents Lounge, located inside the fair in an area designed by architect Pier Luigi Pizzi, will serve as a meeting point for beauty veterans and rookies.
Also April 5, the second edition of Beauty in Vogue Night will take place in the historic center of Bologna near Piazza Maggiore, with stores open exceptionally late, until 11 p.m. Italian Vogue will be launching a special initiative on Instagram, encouraging young photographers to snap beauty-related pictures throughout the evening and post them. Limited-edition products sold in stores will raise funds for the restoration of the city’s Salaborsa library, which will make exhibition space available for emerging photographers.
Celebrated Italian photographer Oliviero Toscani will exhibit more than 30 special images at Cosmoprof’s Green Pavilion, each portrait a floral composition of a face devised in collaboration with his sister. Noting he had spent years shooting top models, Toscani quipped that he was tired of relying on existing beauty. “It’s absolutely pretentious, but at some point I said, ‘I’m going to create my own models,’” he said.
Among the various conferences at the fair, Cosmetica Italia is putting the spotlight on advertising and the honesty of cosmetics claims through a meeting hosted by its technical division April 4 at the Palazzo dei Congressi and called “Bellezza senza trucco,” a play on words which translates to “beauty without makeup” and “beauty without tricks.”