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Cosmoprof North America Generates a Buzz Before Its Big July Show

CPNA has evolved into one of the most important beauty exhibitions in the U.S. This year a new feature will bow for upstart companies looking for exposure called Vanities.

Cosmoprof North America is gearing up for its beauty trade show, which will be held this year in Las Vegas from July 29 to 31, with several new programs.

First up was a global view of beauty trends from around the world at the Ron Robinson store in Santa Monica, Calif., earlier this week. The event, entitled “The Beauty of Trends,” showcased a selection of trend-forward products launched at the worldwide Cosmoprof shows in Hong Kong, Bologna, Italy, and Las Vegas. It was attended by influencers, buyers and media. “Cosmoprof is the only beauty platform that offers a truly global showcase to the industry, spotlighting beauty trends and innovation from around the world,” said Daniela Ciocan, marketing director of CPNA, who moderated the panel. Trends highlighted included girl power, sustainability, portability, cooling, edibles, the marriage of beauty and technology.

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In March, CPNA will showcase some of its key exhibitors via collaboration with Los Angeles Fashion Week, kicking off March 15. CPNA will present key indie brands in a limited-edition Boutique beauty box loaded with new items. The box was created by HCT Packaging and includes more than $200 in buzzy brands such as Eve Pearl, Pink Pewter, My Skin & Co., Hue for Every Man and Royal Apothic.

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“It is no secret that fashion and beauty are inherently linked,” Ciocan said. That was the genesis for combining the two to offer a look at upcoming brands on display at the show in July. “With so many celebrities, influencers and tastemakers at both of our events, this collaboration brings tremendous value to everyone involved,” stated Arthur Chipman, executive producer of LAFW.

Also new this year at CPNA is a program called Beauty Vanities. Created to provide access for smaller brands to make a splash at the show, the show space offers value pricing for upstart brands. The prerequisites are that brands are new to the U.S. or have a limited retail footprint with no more than 10 stockkeeping units. The companies must also be ready to launch and financially secure to honor rollout costs.

“Beauty Vanities was specifically created as an entry point to give smaller companies that are new to the market a little extra ‘TLC’ at our expansive international exhibition,” Ciocan said. Participation in the Beauty Vanities special also gives exhibitors access to many of CPNA’s programs such as Boutique — an on-site sampling bar — buyers programs, TV shopping auditions and innovative social media programs, such as Beauty-E Zone, CPNA Beauty Reviews and See It @ CPNA.

Over the past few years, CPNA has ballooned into the “must-see” beauty exhibition. Last year, more than 36,780 attendees prowled the 1,278 exhibitor’s booths for compelling launches. Among the curated specialty areas were Discover Beauty, Discover Green, Tones of Beauty and two new exhibits: Discover Green Leaf for green, eco-friendly, clean, organic and natural items targeted for spa and specialty retail; and Discover Pack for packaging innovations. As always, retailers praised the efficiency of one-on-one “speed dating” meetings held during the show. Retailers attending included HSNBarneys New York, Kohl’s, Pharmaca, QVC and Amazon.