MILAN — Cosmoprof is launching a new advertising campaign created with the Leo Burnett agency, which will develop all communication for Cosmoprof’s Bologna, Las Vegas and Hong Kong editions in 2013 and 2014. The print campaign will kick off this month, while a television commercial will air in February.

At a presentation in Milan, Duccio Campagnoli, president of BolognaFiere and SoGeCos, the Cosmoprof trade shows’ parent company, said the campaign reflected a new branding strategy intended to highlight the fair’s international appeal, as well as its professionalism and innovation.

Cristiano Tonnarelli, a creative director at Leo Burnett’s Milan office, said the new campaign portrays Cosmoprof as “the business that guides the world of beauty,” and plays with the concept of “natural growth,” using different floral-inspired images for each of the regional fairs. Dutch fashion photographer Edland Man shot the campaign, which shows glass vases from which models draped in delicate colored scarves emerge like flowers.

The Asian edition of Cosmoprof will take place in Hong Kong from Nov. 14 to 16, while Cosmoprof’s 2013 edition in Bologna will kick off March 8 — International Women’s Day — and will close on March 10. A special section dedicated to packaging, Cosmopack, will open a day earlier and close a day later, with more than 300 exhibitors already on the register. New in 2013, a section called Spot-On-Beauty will show case first-time Cosmoprof exhibitors, while the Premium Parfumery will promote high-end fragrances.