Beautyworld 2010 theme: follow the trends

The 2010 edition of Beautyworld, International Trade Fair for Perfumery, Toiletries and Cosmetics, will have the theme “follow the trends”. Beautyworld has a new fair concept, to ensure easy orientation and accurate target-group contacts. It will focus on the world of beauty in its entirety with three new sections: Beauty_at_Work, Beauty_at_Business and Beauty_4_You; the focus of which is on service, retailing and direct sales.

“By combining performance, know-how and presentation, we make the first beauty date of the year an unmissable business rendezvous,” said Eva Olbrich, Director of Beauty Fairs in Frankfurt. The focal showcase is provided by the Competence Center lecture platform in Hall 1.2. All the theme areas at Beautyworld will be covered in the form of lectures, panel discussions, interviews, best practice models and make-up workshops.

The Competence Center offers beauticians and buyers, at specialist store and wholesale level, valuable know-how and a host of expert tips for their daily activities. The lectures and best practice models encompass natural cosmetics, wellness and spa, current demands on perfumeries and beauticians and the number one trend theme, anti-ageing.

German beauty industry identity, Ruth de la Motte will make a guest appearance in an interview on the theme of "Anti-aging on the peripheries of medicine”.

Another discussion, “Anti-aging treatments with natural ingredients or chemicals?” will be conducted by Ingrid M. Breyer of Thalasso & Spa Consulting. Thalasso & Spa Consulting, an independent consulting company, advises cosmetics institutes, day spas, hotels, beauty farms, spas and thermal baths. Company owner Breyer has been active for over 30 years in the cosmetics industry and internationally as a lecturer on cosmetics, original Thalasso therapy and spa.

Natural Cosmetics is another show theme. Susanne Stoll, editor-in-chief of Inside Beauty, will gather experts to discuss: "How much green is credible?” Representatives from trade and industry, trade associations and the media will take part.

Natural Cosmetics expert, Elfriede Dambacher, will also devote her attention to this theme in her lecture, The trend market for natural cosmetics – margins and market segments. The approach of this industry expert and publisher of an industry report on natural cosmetics is that in the capricious, dynamic natural cosmetics market, strategic consulting demands credible, sustainable concepts.

The state of the Wellness & Spa industry in the current economic climate will be examined by Claus Arwed Lauprecht from the European Wellness Institute. Lauprecht is managing director of the Wellness Institute, Wellness- & Gesundheitsbildungswerk and CoFit Corporate Fitness GmbH.

On the Sunday of the fair, the 7th international European Wellness Institute’s SPA & Wellness Congress will feature a program with exciting specialist lectures and practice-based models presented by experts from the wellness industry. The focal themes will be medical wellness and medical beauty. A separate ticket is required for this parallel EWI event. For more information visit:

"Live on stage” will show what is possible in the world of beauty. The Famous Face Academy/Make-up Artist will stage a styling show. In addition, two make-up workshops will be held by make-up artist and beautician Beni Durrer and the Maske Akademie Cologne, a training academy for make-up artists.

Beautyworld, takes place from 30 January to 1 February 2010 at Frankfurt am Main, Germany. Visit

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