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Cosmoprof Worldwide Bologna Debuts ‘Tailor-Made’ Format

The beauty fair’s 51st edition will be divided into the “Cosmo – Perfumery & Cosmetics” and “Cosmo – Hair & Nail & Beauty Salon” sections opening on different dates to better target buyers’ demands.

MILANCosmoprof Worldwide Bologna is approaching its 51st edition unveiling a new format. In order to better target and answer the demands of beauty companies and buyers, the trade show is dividing its dates and pavilions according to different product categories.

Running March 15 to 18, the “Cosmo — Perfumery & Cosmetics” will showcase companies operating in these two business areas, with an additional focus on natural and sustainable offerings and 27 national booths, which will include Sweden for the first time at the trade show.

In particular, attendance of exhibitors in the “Cosmo – Perfumery & Cosmetics” area is expected to grow 5 percent compared with last year. Companies will be divided in different corners, with the “Extraordinary Gallery” focusing on trends and small, innovative labels and the “Tones of Beauty” showcasing cosmetic products for different ethnic hair and skin. Sustainable and eco-friendly brands will be central at the new “Extraordinary Gallery – The Green Selection” and “Green Prime” spaces, featuring green niche brands and masstige labels, respectively.

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Concurrently, Cosmopack will register a 6 percent increase in attendance, including 464 exhibitors coming from 31 countries and presenting the latest trends in terms of packaging. In particular, the Cosmopack Factory division will present the Powderful project, reproducing every step in the production chain of a cosmetic powder palette.

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Opening a day after and running through March 19, the “Cosmo – Hair & Nail & Beauty Salon” will attract professionals operating in hair, nail and beauty salons as well as spas, in addition to showcasing the national pavilions of China and Taiwan. Companies exhibiting in the section grew 8 percent compared to 2017.

Overall, the new format has been embraced by exhibitors, which will be up 3 percent to 2,776 companies, coming from 70 countries. Expectations in terms of visitors are also on the rise, since online pre-sale for admission tickets are currently up 25 percent compared to last year’s edition.

Specifically, ticket sales from foreign countries registered a 34 percent increase, boosted by the activity the fair’s organizer BolognaFiere is implementing to promote the format globally.

Thanks to the partnership with Italy’s trade agency ICE, BolognaFiere embarked on a series of roadshows in the last quarter of 2017, reaching strategic regions such as South Korea, Thailand, Malaysia, Ethiopia, Vietnam, Russia, Jordan, Kazakhstan, Tanzania and Mozambique.

“We consider Southeast Asia as one of the areas growing the most,” said ICE’s president Michele Scannavini, underscoring that part of the 110 operators the agency will bring to the upcoming edition of Cosmoprof is coming from such regions.

In addition, partnerships with local beauty trade shows in Thailand, Philippines, Vietnam and Malaysia have been inked with the goal to strengthen the presence of the format in Southeast Asia.

The expansion of the beauty fair’s network also resulted in the creation of a new international edition. Already present in Las Vegas and Hong Kong with Cosmoprof North America and Cosmoprof Asia, respectively, the fair will debut in Mumbai on Sept. 10 under the moniker Cosmoprof India.

“I believe Cosmoprof’s commitment in India is very farsighted, as this is such a key market, second only to China,” continued Scannavini, outlining the commercial opportunities provided by the country, which is planning major investments in infrastructure and communication in the near future and where consumption has grown 60 percent in the last five years.

“It’s a country with an extraordinary cosmetic tradition and culture, and once it overcomes its structural scarcity…it will be one of the most prominent assets for worldwide economy,” concluded Scannavini.

Additionally, collaborations with Iran Beauty & Clean and Colombia’s Belleza y Salud trade shows launched in 2017 have been confirmed to continue for the Middle Eastern and South American markets.

“Many times Italian [institutions] follow the lead of other countries and our companies arrive in markets already overseen by others. But this is not the case; we are playing in advance,” said BolognaFiere’s president Gianpiero Calzolari. The executive also underscored the financial efforts the company is making to revamp the fairgrounds in Bologna, which will unveil a modern, 1,507,000-square-foot exhibiting surface by 2021. “The main challenge is to proceed with the renovation works without compromising our activities and trade shows’ schedule,” concluded Calzolari.

Meanwhile, the upcoming edition of Cosmoprof in Bologna will be enhanced with a range of 19 talks, panels and workshops hosted by key personalities and institutions from the industry, in addition to live demonstrations of new beauty trends and products staged in the Cosmoprof OnStage area.

An installation promoted by Italy’s Accademia del Profumo will enable visitors to vote for the men’s and women’s fragrances competing for the association’s annual award — which will be assigned on May 15 in Milan — while at the fair; the best products and packages will be acknowledged with the new Cosmoprof and Cosmopack Awards. A jury of industry professionals will additionally give the Lifetime Achievement Award, promoted by the Paris-based consulting company Beautystreams.

In 2017, Cosmoprof Worldwide Bologna attracted more than 250,000 visitors and counted 2,700 exhibitors. Overall, the format — including the Asian and American legs — globally draws 6,800 companies and 370,000 visitors coming from 150 countries.