In an ongoing commitment to forward-thinking industry trends, Cosmoprof North America (CPNA) has announced it will debut its first-ever multicultural program this year.
A first for Cosmoprof North America, the annual grand-scale trade event will this year debut Tones of Beauty, a program designed to showcase a select group of innovative multicultural brands across five distinct categories – skin, hair, cosmetics, fragrance and lifestyle.
Set to take place this July 12-14 at Mandalay Bay Convention Center in Las Vegas, the event will feature 10 selected companies who will cover the retail gamut from small indie brands to ever-growing power brands.
The expo has partnered with renowned global beauty media group love, Aunt Bonnie whose Founder & CEO, Corey Huggins is personally curating the program. The media group are driving the polyethnic beauty conversation by offering integrated digital campaigns to both emerging and established brands aiming to make a mark among multicultural consumers.
“I’m very excited to introduce a handful of game-changing multicultural beauty brands that have been long deserving of Cosmoprof North America’s expansive platform of leading industry players. Polyethnic consumers are eager to embrace beauty brands that recognize their individuality and offer a more customized solution to their range of needs,” says Huggins.
Additionally, love, Aunt Bonnie will utilise its Bonnie Box program to distribute to its members a one-off beauty sample box comprised of hero products from each of the 10 exhibiting brands.
“Combining the expertise of love, Aunt Bonnie with Cosmoprof North America is a match made in beauty heaven. We have been a vocal advocate for growth in the multicultural beauty space since our inception and are thrilled to be instrumental in what I hope is a turn in the industry toward celebrating all tones of beauty,” says Huggins.
Tones of Beauty is being spearheaded by CPNA marketing director, Daniela Ciocan, whose decade of success in the launch of innovative programs at Cosmoprof North America has resulted in global industry accolades.
This year’s trade show is expected to welcome more than 946 exhibitors from 40 countries with expected attendance of more than 27,000 industry professionals from 101 countries. While many multicultural brands exhibit at CPNA, this is the first time the organisers have created an exclusive section dedicated solely to the industry.
“We pride ourselves on our ability to stay ahead of the curve and to transfer our in-depth knowledge of market projections to new programs that keep our industry competitive,” said Ciocan.
“We are thrilled to collaborate with love, Aunt Bonnie to debut Tones of Beauty and look forward to a successful event this year and beyond.”