Beauty Store Business magazine - September, 2019

Cosmoprof North America Has Record-Breaking Show

Cosmoprof North America enjoyed a record-breaking show during its 13th edition of the event, July 12-14, at the Mandalay Bay Convention Center in Las Vegas. More than 30,000 people were in attendance and more than 1,000 exhibitors from 39 countries were present, another record-breaking number for the show.

The three-day event, which took place under one roof encompassing more than 252,908 square feet, furthered its reputation as the leading B2B beauty trade show by introducing revolutionary technologies and forward-thinking programs.

A major highlight of the show was its introduction of new special areas and social programs, including Discover Scent, International Business Forum & Exhibition–Focus on the Beauty Supply Chain and Tones of Beauty.

Discover Scent located on the Beauty Avenue featured 13 companies representing artisanal high-end fragrances and fragrance suppliers and was developed in partnership with Sniffapalooza, which unites fragrance aficionados and industry heavyweights worldwide.

Tones of Beauty catered to the growing multicultural beauty market. Ten brands across five distinct categories—skin, hair, cosmetics, fragrance and lifestyle—were curated by Corey Huggins of love, Aunt Bonnie, to exhibit as innovators in the polyethnic market.

Another program freshly added to the exhibition was the IBFE–Focus on the Beauty Supply Chain. This area served as a business platform for companies specializing in packaging, machinery, OEM and raw materials, which gave them the opportunity to present to beauty professionals innovative technologies and new projects in an effort to fulfill the request for innovation and research of the North American beauty market.

To support the new focus on fragrance, CPNA partnered with Air Aroma, which developed a custom fragrance that was piped into several areas of the exhibition. In addition, to support the packaging sector, The Dieline Awards honoring packaging innovators hosted a special pop-up installation, making its first appearance at CPNA. Tones of Beauty also welcomed a select group of multicultural digital influencers who created live brand and consumer interactions throughout the course of the event.

There was also a strong international presence, featuring nine country pavilions representing cultural beauty from: Australia, Brazil, China/Taiwan, Ecuador, Italy, Pakistan, Peru, South Korea and Spain. The event hosted 356 international exhibitors representing 39 countries.

Some of the major retailers checking out what’s newest and best in beauty from entrepreneurial companies were Barney’s NY, ULTA Beauty, C.O. Bigelow, Apothia, Duane Reade, HSN, Kohl’s, Pharmaca, Amazon.com, Beauty.com, Beauty Bar, Murale, MAS Global, CHALHOUB Group and many more were all present at the show.

CPNA also enabled connections between its exhibitors and key buyers and leading online influencers. As part of the Domestic Buyer, International Buyer, Discover Beauty Buyer and IBF&E–Focus on the Beauty Supply Chain buyer programs, more than 750 one-on-one meetings occurred throughout the show. In addition, and unique to CPNA, leading TV shopping channels EVINE Live, HSN and QVC auditioned 22 select brands on-site to find their next winning on-air products. The U.S. Commercial Service group also hosted nearly 350 export counseling meetings and arranged approximately 225 meetings between U.S. exhibiting companies and international buyer delegates. Leading online personalities were in attendance and shared news from the show floor with their followers. The invited bloggers have a combined audience of 20 million followers. They posted live from the show floor on Instagram, Facebook and Twitter, getting more than 200,000 engagements to date.

[Image courtesy of Cosmoprof North America]