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Trade Show Adds Spice to Image

Cosmoprof Worldwide Bologna is kicking off a new advertising and public relations campaign.

An ad for Cosmoprof's Las Vegas show.

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.