Cosmoprof North America marketing director previews 2009 show

With Cosmoprof North America just two months away, Director of Marketing for the show’s organisers, SoGeCos Americas, Daniela Ciocan, gives an overview of her most anticipated events.

The calibre of innovation and quality in the Discover Beauty area has increased with each passing year. We continually find, or are approached by, highly unique and compelling brands that will stand out in any prestige retail or spa environment. This year we have many innovative brands which will likely have an impact in the near future, and some may even go on to create new beauty categories in stores worldwide. In addition, the response and support we continue to receive from retailers and spa decision-makers demonstrates that Cosmoprof North America (CPNA) has found a winning formula with Discover Beauty.

Education has always been, and continues to be, a big part of CPNA. Since the show is a business to business event it is important that our visitors have the opportunity to spend as much time as possible on the show floor meeting with the exhibiting companies. Due to CPNA’s exclusive focus on the beauty industry, we have access to otherwise unavailable information, resulting in exciting topics and top-notch speakers at this year’s event. In addition, Cosmoprof North America covers all sectors of the beauty industry which include retail, spas, salons, and suppliers (contract manufacturing / private labeling / packaging) which truly sets it apart from other shows.

The most important topic these days revolves around technology and the need to educate yourself and your staff on its frequent changes and advances. A few specific areas which will be discussed during various CPNA seminars are:

• The need for a stronger focus on website design and rankings in marketing efforts.
• Promotion: How are you utilising technology to promote your company?
• Public relations in the form of the print media is taking a big hit as a result of an increase in reputable online forums and magazines.
• The ways in which legitimate bloggers are driving sales and brand awareness, demonstrating that many consumers are educating, or being educated, by other consumers.

With the addition of the Professional Beauty Association’s (PBA) Beauty Week, Cosmoprof North America attendees will also learn the findings of the PBA / PBA Foundation study called ‘Business of Beauty: Maximize Your Profitability’. PBA Beauty Week, which includes the new PBA Symposium, NAHA, Best Practice Club, BEACON, and City of Hope Gala, is a perfect complement to CPNA, creating an exciting event dedicated to networking and education, as well as a chance for the industry to celebrate its current and upcoming successes.

Experienced Cosmoprof visitors have come to rely on Cosmoprof North America to showcase the best product innovation on the market. As an international trade fair organiser specialising in beauty, we are able to bring many new resources to the show. New and seasoned visitors will not be disappointed as we have many exciting, ground-breaking products from new beauty brands as well as existing companies. Ahava will preview a new product, OPI is going to focus on their new Axxium Soak-Off Gel Lacquer and many more. This year, we are expanding the Emerging Beauty section which launched at last year’s show. Feedback from participants highlighted the desire to see more brands with smaller assortments and start-up companies with innovative ideas. As a result, we created special sections to emphasise these brands. We’ve now added Emerging Beauty sections in two pavilions: the Cosmetics Personal Care Pavilion (Pavilion A) and the Professional Hair, Nails & Tools Pavilion (Pavilion D).

Our team will stay focused and consistent, delivering a quality event of which we are all proud. I am excited to see top industry players from across the globe gain interest in the event and express a desire to come to Las Vegas to see the show. The incredible quality of performances, restaurants, spas and the exciting atmosphere only available in this town gives our event a clear advantage in attracting business-minded savvy beauty executives who want to have the upper hand in today’s competitive environment while staying current and up-to-date with the times.

Cosmoprof North America 2009 will take place July 19 to 21 at the Mandalay Convention Center in Las Vegas, Nevada. For more information visit

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