MILAN — Cosmoprof, which bills itself as Europe’s biggest beauty trade fair, is about to get some competition on its own turf.

This story first appeared in the May 28, 2010 issue of WWD. Subscribe Today.

The first annual InterCharm Milano beauty fair, modeled after InterCharm Moscow and organized by Reed Exhibitions, is scheduled to take place Sept. 18 to 20 here in the centrally located FieraMilanoCity. Covering the categories of fragrance, cosmetics, hair products, nail care and packaging, the fair will run simultaneously with Milan Fashion Week.

The fair is proposing a people-friendly format allowing visitors to not only view new products and trends, but to discuss market trends and industry topics, through seminars, workshops, professional training and refresher courses — a format recently previewed at this year’s edition of Cosmoprof.

Mike Rusbridge, president and managing director of Reed Exhibitions, said, “The market is calling for an event in Milan that must be more dynamic and have stronger synergies with the fashion industry. We felt we had the space to organize one.”

Exhibition costs start from an average per square meter of 170 euros, or $220. The booth sizes start at 16 square meters for the smallest version.

“We have obtained positive results so far, I dare say almost unexpected,” said Maurizio Morra, exhibition manager for InterCharm Milano who confirmed beauty market players — including Ancorotti Cosmetics, Art Cosmetics, Baralan, BMP, Biokolor Make-Up, Deborah, E.u.W. Niegeloh, Faby Line-OPI, Fasel, Kaaral, Kepro, Kylua, Ladybird, Layla, LPG, Max Factor, Pevonia, Sothys and Tanalize — will be exhibiting at the show. “We are in touch with more than 500 companies and a number of exhibitors coming from several European countries have also confirmed their participation,” he said.

InterCharm also has planned an event in collaboration with Vogue Italia, dubbed Be Fashion Be Beauty, on Sept. 20. A fashion show will close the fair, celebrating the link between fashion and beauty. Prizes will be awarded to three emerging fashion designers, three makeup artists and three hairstylists.

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