In just over one month, Cosmoprof North America will welcome more than 30,000 beauty industry leaders to Las Vegas. This marks the 15th edition of the beauty industry’s biggest business-to-business show in America. WWD discussed the major new wrinkles awaiting attendees as they arrive at the Mandalay Bay Center Convention Center on July 9th through 11th with Daniela Ciocan, marketing director for Cosmoprof North America.
WWD: What’s new for 2017?
Daniela Ciocan: We are looking to break the 1,200-exhibitor mark. We have a lot of new initiatives this year. When I started with Cosmoprof North America, my focus was trying to provide a platform where start-up companies and indie brands can help develop their business — bring them face-to-face with buyers, distributors, influencers that can help them spread the word. One example where we have accomplished this is through the “speed dating” program in Discover Beauty. Retailers love the format and we keep growing. The roster of retailers and this year include new participants Space NK and Dillard’s along with returnees Barneys, Neiman Marcus, HSN, QVC, Amazon, Kohl’s, C.O. Bigelow and others.
We decided to expand it and offer a format to other sectors of beauty — we’re doing organic beauty, for example. The meetings we will have for this area we called Discover Green Leaf. We have 10 organic brands we hand-selected and they’ll do speed dating with retailers and buyers and owners of spa locations. And we’re doing a similar format for professional beauty. We selected 15 companies — mostly hair — and they’ll have speed dating meetings with distributors. And then, we decided to take this idea to packaging. We beefed up our packaging sector in terms of the distribution floor and we are launching Discover Pack. There will be guaranteed meetings with buyers and we have a lot of educational programs focused on packaging.
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WWD: Speaking of education, how many sessions do you have this year?
D.C.: We have a lot of great education and many people come specifically for education. We have about 28 classes this year. We are continuing with the Entrepreneur Academy which we launched last year — this is the only program of its kind with classes specific to beauty entrepreneurs for a full day of immersion into beauty business and covering all aspects.
Part of education I am also excited about is Google, which will speak about trends, the conversation on green and ethical consumer movement, the multicultural space and success road map tips from key people like Lisa Price, and lastly about the role of technology in beauty hosted by WWD. There will be lots of trends presentations which help beauty companies stay abreast of future consumer demands.
WWD: CPNA is known for innovations such as Discover Beauty and Discover Green, what have you added for 2017?
D.C.: Our event seeks to move the needle for beauty start-ups and midsized companies looking to grow their business. Value added programs and collaborations provide opportunities no other event can secure.
One of the new things we are doing this year is an initiative with QVC Beauty. The whole buying team will be at the show. They have a space at the show and everyone attending can come up to the merchants. There will also be conference rooms available for opportunities to speak about best practices. In the first quarter of 2018 [QVC] will have a segment “Discovered at Cosmoprof” for brands they discovered.
We did a similar project with Amazon last year. They launched a “Discovered at Cosmoprof Boutique that was promoted with a banner on Amazon Beauty. All the brands they picked up at the show, about 35 brands, were there. We’re looking to repeat that collaboration as well.
During the event, we seek to recognize the best in class across multiple categories for finished product. For the innovative suppliers driving innovation in our business this year we are debuting the Beauty Innovation & Design Awards. The winners will be announced on Monday, July 10th and each of the 12 winners will be getting a personalized 3-D-printed trophy along with an impressive prize package filled with business building tools.
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