Cosmoprof Worldwide Bologna is kicking off a new advertising and public relations campaign to help create a more beauty-centric, glamorous and global image of the beauty trade event.
To do this, Cosmoprof, which holds beauty shows across the world, will add a bit of sex appeal to its new imagery, and has created original, independent ads for each of its various trade shows, which are held in regions such as Shanghai, Hong Kong, Bologna, Rio de Janeiro and Las Vegas. The latter show kicks off July 13 at The Mandalay Bay Convention Center and runs until July 15. For example, ads for the Las Vegas show will have imagery incorporating the color green, which represents not only the current trend in eco-friendly products, but the power of money, which many equate to Las Vegas.
Ad agency Red Cell, which is based in Milan, wanted to make the ads focus on Cosmoprof's core ideology, which includes harmony, seduction and well-being. Newly appointed chief executive officer of Cosmoprof parent SoGeCos, Aureliana De Sanctis, said each image will bear the new tag line, "Where are you going, beauty?" to help paint a picture of the places where Cosmoprof holds shows, places where beauty trends and products are most likely to emerge.
For its second year, the Las Vegas show will hold Discover Beauty — along with newcomer Discover Beauty Spa — during the three-day event, programs created to help make looking for the next big thing in beauty a bit easier for retailers and spa buyers. Here, only select brands are featured, and one-on-one prescheduled meetings have been arranged to guarantee face time with the industry's all important decision makers. The program will be located in the Cosmetic & Personal Care Pavilion within the trade show floor. About 710 manufacturers are expected to exhibit their wares with approximately 25,000 people attending overall.
“My personal philosophy to beauty is paying attention to oneself. I love to be outdoors, lots of fresh air, trying to take care of yourself as best you can. I always notice that comes through,” says Felicity Jones, the global face of @shiseido-owned @cledepeaubeauteus, which launches today. Head to WWD.com to read more about the actress’ love for beauty and how she prepared for her new role in “The Basis of Sex,” playing the young Ruth Bader Ginsburg. #wwdbeauty (📷: @dandoperalski)
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews