Cosmoprof North America is gearing up for its ninth annual show, scheduled from July 31 until Aug. 2 at the Mandalay Bay Convention Center in Las Vegas.


Based on last year’s feedback, show organizers said they anticipate growth of about 10 percent in terms of exhibit space and around 15 to 20 percent in terms of the number of attendees. In particular, Pavilion D, which is dedicated to professional hair, nail and tools, and the spa and wellness pavilion have seen a significant increase in the number of companies exhibiting.


New initiatives at this year’s show include a partnership with the Fashion Institute of Technology, where select students will attend the show and serve as “trend scouts” to discover new products and trends. The scouts will report their findings via Twitter @cosmoproflv and Facebook. The posts will also be shown in real time at the main entrance of the show floor to help attendees immediately identify hot exhibitors.


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Cosmoprof has also arranged a “Best Beauty Retailers in Las Vegas” tour, scheduled for July 30 from 1 to 5 p.m.


Discover Beauty will continue to present new companies, who receive prescheduled sales meetings and events with key retailers. Companies slated for Discover Beauty 2011 include Consonant, Dr. Kitzinger Skin Care, Fix Malibu, Gorgeous Cosmetics, Helix-D, LayLa Nails, Nougat London, Rain Cosmetics, Sin-care and Snowberry Beauty.


In continuing with its heavy educational focus, Cosmoprof is planning several seminars and conferences. Among the topics this year are “Creativity and Passion: Fueling the Brand Story,” which will touch on topics ranging from creating a brand that resonates with consumers to capitalizing on that connection;  “Private Label —Emotional Branding — How to Connect, Navigate & Attract?” focusing on branding from the perspective of a private labeler; and “Social Marketing: Monetizing Your Online Efforts.”


Retailers expected to attend the show include C.O. Bigelow Apothecaries, HSN, Beauty Division, Skins6|2, Nordstrom and Henri Bendel.

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