MILAN — The Cosmoprof beauty trade show will unveil a new look when it begins at the Bologna fairgrounds on April 2.

This story first appeared in the March 27, 2009 issue of WWD. Subscribe Today.

The event has undergone a structural change for its 42nd edition, and Sogecos, the trade show’s organizer, has dubbed the four-day exposition Neocosmoprof R-evolution 2009.

Aureliana De Sanctis, chief executive officer of Sogecos, said adjustments to the show are part of an ongoing strategy to change what was a “dusty” fair formula. “Before, Cosmoprof’s format was like a fruit market, now it’s become a show that has many small salons of excellence,” said De Sanctis. “Visitors can come here [and] streamline exactly what they want to see in shorter time.”

Headlining Cosmoprof 2009 is a new trend section called Cosmoff Lab, which will showcase present and future trends with five themes: dreams, theater, India, fruits and vegetables and technology and design. Located in the fair’s former press offices, Cosmoff Lab will also sell a beauty trend book compiled by Cosmoprof organizers. Called “Liquid Vision: Uno Sguardo si Dipana sulle ali della Bellezza,” the limited edition tome’s title translates in English as an “overview of beauty.”

“Cosmoff Lab will examine beauty like fashion,” said De Sanctis. “We have put our finger on current and future trends especially for this space.”

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In addition, Sogecos has integrated its former spa trade show held in Monaco into the Cosmoprof Bologna event. Cosmoprof Spa will occupy a 247,570-square-foot area in pavilions 14 and 15, and will be dedicated to every aspect of the spa industry. Enhancing the addition will be the Cosmoprof Spa Symposium, a four-day schedule of discussions on spa business models, designs and trends, which will be held in a conference room during the fair’s run.

The four sectors of the fair: Perfumery & Cosmetics, Hair, Beauty and Packaging will remain largely the same, though their locations and layouts will change. Perfumery & Cosmetics has moved to the more centrally located pavilions 21, 25, 26, 29 and 30 from its traditional home of halls 16 and 18. An area called Masterpieces, which will feature mostly new exhibitors, will also be integrated into that space.

This year, the fair’s total floor space covers 279,614 square feet and is to include 2,248 exhibitors, a 3 percent climb from last year. De Sanctis asserted that changes to the Perfumery & Cosmetics section would still allow visitors to discover new brands. Sogecos has put together a preview brochure of new products that will be available at the show.

“Launching new brands and products remains one of the key characteristics of this show, and we will continue to push that,” said De Sanctis.

Following the timetable from previous years, Cosmopack will open the show on April 2 and close a day earlier (April 5) than the Cosmoprof exhibition, which will close April 6.

Sogecos has also reinforced its calendar of daily roundtable discussions. Among the highlights is a group of accomplished female entrepreneurs from across the globe who will chat openly about what it takes to build a beauty empire in today’s environment.

Fledgling entrepreneurs and decision makers are invited to take part in the open forum Q&A featuring Space NK founder Nicky Kinnaird; Jan Nordstrom Arnold, co-founder of CND; and Rebecca Morris Williams, the makeup artist who founded Becca. The seminar will take place Friday, April 3 at 10:30 a.m. at Sala Italia Congressi Palace in Bologna during the trade show.

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