MILAN — Cosmoprof has added another country to its expanding global beauty trade show empire.
Russia is the latest venue for the Italian beauty trade show company, which has placed an exhibition in most of the world’s continents, making up five trade shows held in Italy, the U.S., Hong Kong and Brazil.
The company signed a partnership deal with Mayer J. Expo, a small Russian trade show organizer that stages Russia’s existing beauty trade show, Expo Beauty, every year in Moscow.
Cosmoprof-Expo Beauty plans to stage its first venture in February 2005.
Laura Zaccagnini, general director of Sogecos, the managing group of Cosmoprof, said the addition of a Russian show was an opportunity that Sogecos and its exhibitors didn’t want to miss.
“Russia is an emerging market in beauty and lots of our exhibitors in other shows were asking us for advice on how to break into the country’s market,” Zaccagnini said.
Russian beauty buyers will get a taste of what Cosmoprof has to offer on March 10 in a pavilion at Expo Beauty in the Expocentre Krasnaya Presnya in Moscow.
Zaccagnini said the Russian beauty market is more akin to those in Europe and she expects the Russian buyers to have a better understanding of what Cosmoprof is about.
“A lot of packing manufacturers, color cosmetics and fragrance companies, are interested in showing there. The high-end brands will do well,” Zaccagnini said.
While the Russian plans are being developed, Cosmoprof also confirmed that the main Italian show, which is held in Bologna, will undergo a facelift in 2005. The move involves a new fairground with 10,000 square meters, or 107,640 square feet, more space. Zaccagnini said the added space will allow Sogecos to redraw the layout to make the fair more customer friendly. She also noted that this year’s show, which will run April 2-5, is attracting more exhibitors from Korea and Brazil.
— Stephanie Epiro
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