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Cosmoprof Worldwide Bologna Gears Up for Its 50th Edition

The international beauty fair will run March 17-20.

International leading beauty fair Cosmoprof Worldwide Bologna is gearing up for a special edition. Running March 17-20, the 50th anniversary of the show is set to break attendance’s records both for companies exhibiting and visitors.

BolognaFiere’s president Franco Boni said the exhibitors attending are 2,604, 73 percent of which coming from outside Italy, for a total of 69 countries involved. “For the first time, Argentina, Chile, Japan, Latvia and United Arab Emirates will attend [the fair],” he revealed, adding that a restyling of the fairground is also in the works to accommodate the audience in wider and more modern spaces in the future. The economic investment for this project will be around 100 million euros, or $105 million at current exchange, while an additional 50 million euros, or $53 million, will be channeled in a digital development program.

BolognaFiere's president Franco Boni.
BolognaFiere’s president Franco Boni. Courtesy Photo

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Up 7 percent compared with last year, the growing attendance to the fair is also confirmed by the 10 percent increase in visitors’ pre-accreditations registered on Cosmoprof Worldwide Bologna’s web site.

Running March 16-19, cosmetics packaging trade show Cosmopack’s exhibitors will also increase 8 percent compared to 2016. Coming from 29 countries, attending companies will include for the first time South Korean and Japanese firms, which will showcase sustainable and innovative industrial solutions.

A range of new initiatives has been introduced to enhance Cosmoprof Worldwide Bologna’s offering. The “CosmoprofTrends” area will feature Beautystreams trend agency’s experts instantly analyzing and discussing the new products, while “Spa Symposium” will offer a series of talks dedicated to wellness and spas. For the first time, international barbers will gather in the “United Barbers Show,” spotlighting a category that is becoming more and more popular worldwide.

In addition, the 8th edition of the “On Hair” event and the “Mediterranean Hair Ring”, both dedicated to hairstylists, will showcase live performances retracing the evolution of hair style in the last 50 years and reproducing the upcoming Milan Fashion Week’s looks, respectively.

To celebrate the show’s milestone, a whole new pavilion named Cosmoprime will also make its debut starting from March 16 and ending on March 19, concurrently to Cosmopack.

Cosmoprime will showcase 151 international beauty companies, selected through a deep scouting activity across 28 countries and ranging from high-end mass market to prestige and niche perfumery.

It will be divided in different sections, including “Extraordinary Gallery,” focusing on trends and small, innovative labels, and the “Premium Perfumery” corner, dedicated to masstige fragrances. The “Tones of Beauty” booth will showcase cosmetic products for different, multiethnic kinds of beauty, while the “BeOrganic” section will feature ten companies with biological certification only. In addition, the “Glamour Me!” area will allow buyers to test all the products directly while workshops and seminaries will be held at the “CosmoTalks” section.

At last, thanks to the collaboration with Accademia del Profumo, Cosmoprime’s “The Perfume Factory” division will reproduce every step in a scent’s productive chain. A dedicated, 10,000-piece limited-edition fragrance will also be realized to celebrate the fair’s anniversary.

Prominent Italian personalities Oliviero Toscani and Roberto Bolle have been tapped to further promote this edition. The photographer shot Cosmoprof Worldwide Bologna’s advertising campaign, highlighting the international appeal of the show, while the ballet dancer will inaugurate the fair on March 17. The day before, a “Roberto Bolle and Friends” performance will be staged at the EuropAuditorium theatre — a 20-minute walk from the fairground — as the show represents “the perfect match between Beauty and Italian excellence,” according to Boni.

Cosmoprof Worldwide Bologna's 2017 ad campaign.
Cosmoprof Worldwide Bologna’s spring ad campaign. Oliviero Toscani