MILAN — How did the Cosmoprof and BBSI partnership begin?
Though Cosmoprof is a young and stylish Italian tour de force, in order to successfully branch out into the North American market, it knew it needed a partner. BBSI, a U.S. beauty industry stalwart that’s been operating since 1904 and has been putting on the professional salon trade show BBSI for more than 100 years, admits it was in need of an image overhaul.
Steve Sleeper, BBSI’s chief executive and executive director, agreed. “Our annual convention had been going for nearly 100 years and we wanted to transform it into something major — something different.”
The company the two have formed, North American Beauty Events, has raised out of the ashes a show that many considered to be losing its luster — and attendance. Roles of the two companies are clearly defined. Cosmoprof is responsible for marketing, while BBSI handles registration sales and logistics.
“Our presence is minimized because of the strength of the [Cosmoprof] brand. They are bringing to the table a specialized role,” said Steve Sleeper, BBSI’s chief executive and executive director.
According to Laura Zaccagnini, the beauty industry was ready for a new trade show, not just one that catered to the professional salon industry.
“BBSI looked down the road and saw that getting beauty and cosmetics under one roof was the future,” Zaccagnini said.