BolognaFiere's president Gianpiero Calzolari.

MILAN — Growth, sustainability and internationality are the key words defining the upcoming edition of the Cosmoprof Worldwide Bologna beauty trade show, running March 14-18 in Bologna.

The 52nd edition of the fair is set to showcase 2,947 exhibitors — hailing from 70 countries — marking an 8.2 percent increase compared with last year. Expectations in terms of visitors are also on the rise, since over 250,000 visitors from 150 countries are said to attend the show.

“This is an important growth,” said Gianpiero Calzolari, president of the fair’s organizer BolognaFiere, presenting the trade show’s program at Milan’s Torre Allianz tower on Thursday. Calzolari credited the intense scouting activity and the roadshow program that saw the Cosmoprof Worldwide Bologna format touching base in Japan, South Korea, Kenya, Russia, Saudi Arabia and India throughout 2018 among the reasons marking the increasing interest and attendance.

“This international dimension is essential for us,” continued the executive, mentioning also BolognaFiere’s acquisition of the German-based media group Health and Beauty among the assets that will further increase the global footprint of the trade show.

As reported, Health and Beauty is a media company publishing 30 beauty-related trade magazines and operating the international Beauty Forum trade show format, which is held annually in 14 different countries, including editions in Munich and Leipzig, Germany; Zurich; Paris; Warsaw; Budapest, Athens and Dubai.

According to Calzolari, the deal “will enable new significant operations in Europe, as our goal is to strengthen our reputation and consolidate our ability to host trade shows in this area.”

In addition to Bologna, international Cosmoprof editions are also held in Las Vegas, Mumbai and Hong Kong, under the Cosmoprof North America, Cosmoprof India and Cosmoprof Asia monikers, respectively.

Along with the international expansion strategy, Calzolari also illustrated the logistic improvement of the Bologna fairgrounds, that will debut renovated pavilions this year.

“This is part of a wider plan aimed at revamping 60 percent of our spaces and expanding the fairgrounds of 35 percent by 2024, thanks to a total investment of over 130 million euros,” said Calzolari, who also underscored that BolognaFiere’s goal is to reach 200 million euros in revenues in a couple of years. The Cosmoprof format registered revenues of 80 million euros in 2018.

The new pavilions will help improve the fair’s layout, conceived to meet the visitors’ demands, and will reflect the annual theme of sustainability and circular economy as installations and settings will be made with recycled materials and a reduced use of dyes and varnishes.

As in the previous edition, Cosmoprof Worldwide Bologna will replicate its tailor-made format targeting different companies and buyers by dividing its dates according to product categories.

Running March 14 to 17, Cosmopack will showcase the latest trends in terms of packaging in an extended space to respond to the 9 percent increase of exhibiting companies this year. Here, the sustainable theme will find resonance in three key initiatives.

The Cosmopack Factory division will present the “No.Co. – No Compromise” project, reproducing every step in manufacturing an innovative and natural scalp oil through environmentally friendly techniques. For instance, the No.Co. product will be ‘water safe,’ as it can be removed with one-third of the water usually used to rinse the hair, and will come in a packaging entirely made by recycled materials.

The “S.M.A.R.T. – Solution, Manufacturing, Automation, Research & Technology” area will display the most innovative solutions in manufacturing and digital tools enhancing the efficiency, quality and safety of industrial operations.

In addition, the “20×2021 Colors & Materials” installation will feature 12 must-have colors and seven innovative materials to design the packaging of the future. In sync with the sustainable mission, the hues are formulated with components with little environmental impact and the materials are recycled and biodegradable.

Concurrently to Cosmopack, “Cosmo — Perfumery & Cosmetics” will showcase companies operating in these two business areas, with a focus on natural and sustainable offerings in dedicated sections.

Housed in a new pavilion, Cosmoprime — an area reserved to professionals and displaying high-end and niche brands — will feature many “green” corners, including the “Green Prime” space and the new “Zoom on Emerging Prime” division showcasing 15 companies debuting at the fair. The “Extraordinary Gallery,” focusing on trends and small, innovative labels, will increase 4 percent to 71 exhibitors and feature the usual “Extraordinary Gallery — The Green Selection” corner.

Opening a day after and running through March 18, the “Cosmo – Hair & Nail & Beauty Salon” will attract professionals operating in hair, nail and beauty salons as well as spas.

In particular, the beauty salon and spa area will be expanded of 21 percent, as it will be housed in three renovated pavilions exploiting the natural light and reducing the energetic impact.

A new pavilion will be also added to the four existing ones housing professional hair companies, marking a 4.5 percent increase of the space dedicated to the category. The growing attendance of Italian companies operating in this industry reflects the recovery of the category in the domestic market, while the increasing interest in men’s grooming will cause the debut of a separate area for barbers.

Sustainability will also be at the core of CosmoTalks, a range of 30 talks, panels and workshops hosted by 150 speakers, key personalities and institutions from the industry.

Also at the fair, a jury of industry professionals will be acknowledged at the new Cosmoprof and Cosmopack Awards to the best products and packages, which visitors could try in the new stand The Store. Promoted by the Paris-based consulting company Beautystreams, the Lifetime Achievement Award will be additionally bestowed to French celebrity hairstylist and beauty entrepreneur Frédéric Fekkai.

An installation promoted by Italy’s Accademia del Profumo will also enable visitors to vote for the men’s and women’s fragrances competing for the association’s annual award.

In collaboration with Cosmetica Italia, Accademia del Profumo additionally developed an exhibition showcasing Leonardo Da Vinci’s studies and papers on cosmetic recipes, including procedures to distillate essences, skin-care formulations and hair-dyeing processes. Named “Leonardo Genio e Bellezza,” or “Leonardo Genius and Beauty” in English, the interactive exhibit will be staged at Cosmoprof, before hitting the Museum of Perfume in Venice and then Milan. A dedicated, limited-edition fragrance is also in the works and will debut at the end of the year to mark the 500th anniversary since the artist’s death.

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