Discover Beauty aims for a third year of success

Cosmoprof North America’s Discover Beauty program enters its third year in 2009, again matching new beauty companies with US and international retailers such as Henri Bendel, Fred Segal, Bergdorf Goodman, Shoppers Drug Mart and Murale (Canada).

In 2008, the program saw US brands such as Mommy Makeup, SKIN by Monica and VMV Hypoallergenics successfully securing strategic partnerships and launching with many of these high-end retailers. Australian men’s skincare brand, VitaMan, scored a major coup, being taken on by Wynn Apothecary at Wynn and Encore Wynn Las Vegas resorts’ spas.

Clare Matthews, Director and Co-Founder of Vitaman, said following Discover Beauty 2008 that Director of Wynn Resorts Limited, Mrs. Elaine Wynn, had personally selected the brand.

“Discover Beauty was the best program I’ve done since exporting [approximately nine years]. The lead-up to the show and during the show with PR, as well as the one-on-one meetings with leading buyers from department stores, specialised retail stores and hotels, was priceless,” she added.

Another Australian company, Private Formula International, also garnered great interest in its brands as a result of the program, including Dr Lewinn’s and SPF brand, Hissyfit. This year, Hissyfit will participate in the Discover Beauty program.

Other new brands announced for the 2009 program include the boudoir-themed Booty Parlor body care from the USA, New Zealand skincare brand, Lanocrème and certified organic anti-ageing range, Skin 2 Skin.

Director of Marketing for Cosmoprof North America organisers, SoGeCos Americas, Daniela Ciocan, said: “In its third year, Discover Beauty really is the trend spotting venue that retailers want to attend to get a feel of the innovation in the pipeline and to pick up new resources. We are thrilled when retailer buyers themselves reach out to us to enquire on the new brands that will be previewed at the show.”

Ciocan added that Cosmoprof North America 2009 will again see participation from Austrade. “The feedback from visitors and retailers was very positive in 2008. The Australian brands really made their mark on the show, offering something very unique with their indigenous ingredients and ‘out of the box’ marketing strategies. Hopefully we will see many more successes from Austrade this year.”

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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