Beauty Store Business magazine - January, 2020

CPNA Debuts Multicultural Tones of Beauty Program

Cosmoprof North America, which is scheduled for July 12-14 at the Mandalay Bay Convention Center in Las Vegas, is set to debut its first-ever multicultural program, Tones of Beauty.

The integrated program will be curated by love, Aunt Bonnie and will showcase a select group of coveted and innovative multicultural brands across five distinct categories: skin, hair, cosmetics, fragrance and lifestyle. The 10 selected companies represented will also cover the retail gamut from small indie brands to ever-growing power brands. The global beauty-media group is helping to drive the polyethnic beauty conversation by offering integrated digital campaigns to emerging and established brands aiming to make a mark among multicultural consumers. Corey Huggins, CEO of love, Aunt Bonnie, capitalized on his collective marketing and brand-management background to launch the group and has since charted strategic direction for Maybelline, Black Opal and PhytoSpecific, to name a few. His reputation among brands seeking to connect with the Black and Brown beauty markets made his organization the first choice to lead CPNA’s Tones of Beauty debut.

“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," said founder Huggins. "Polyethnic consumers are eager to embrace beauty brands that recognize their individuality and offer a more customized solution to their range of needs. 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.”

Not only is CPNA setting the stage upon which alternative and mass retailers alike will become educated on the Tones of Beauty brands, but a group of multicultural digital influencers will also create live brand and consumer interactions throughout the course of the event.

Additionally, love, Aunt Bonnie will utilize its Bonnie Box program to distribute to its members a one-time beauty sample box comprised of hero products from each of the 10 exhibiting brands.

Tones of Beauty is spearheaded by Daniela Ciocan, marketing director of CPNA, whose decade of success in the launch of innovative programs at the yearly event has resulted in global industry accolades. This year’s trade show is expected to welcome more than 940 exhibitors from 40 countries with an expected attendance from 101 countries. Tones of Beauty was inspired by Ciocan’s market observations and fervor to ensure that CPNA continues to meet growing beauty demands. While many multicultural brands exhibit at CPNA, this is the first time show organizers have created an exclusive section dedicated solely to the industry.

Ciocan stated, “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. 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.”

Editor's note: There are many more details about this program in the "CPNA Launches TONES OF BEAUTY and DISCOVER SCENT" feature story by Liz Barrett (page 36) in the April print issue of Beauty Store Business, which is now mailing. See the April BSB digital edition on our website's homepage!

[Image courtesy of Cosmoprof North America]