LAS VEGAS — Mind-blowing rave music blasting through a third-tier sound system wasn’t heard for miles, if at all, at this year’s Cosmoprof North America, held at the Mandalay Bay Convention Center here July 24-26. That’s because in its third effort in the U.S., some changes were made that acknowledge the show’s international business clientele. As a result, it was goodbye to the dance moves, 100-mile-per-hour haircuts and spandex usually seen in pavilion E on the Looks Mainstage, where the industry’s hottest hairstylists have in years past launched their interpretation for the season’s trends.
“It is much more civilized this year, I have to say. I can hear myself speak,” said Guita Dovas of Oloff Beauty, maker of the Barex Italiana and Aeto hair care lines.
Instead, a business-to-business approach took center stage, where more than 650 spa, wellness, cosmetics, packaging, raw material and hair care exhibitors met with international buyers and distributors to discuss their expansion potential. To help these industry leaders understand the ins and outs of exporting and importing laws abroad, a packaging club was set up on the trade show floor, complete with advisors and computers devoted to educating attendees on the various packaging, ingredients and marketing rules and regulations in international markets. “People need to know the impediments of marketing abroad before they sign on the dotted line,” said Vincent Gallon, market access Internet director for SoGeCos France, a regional arm of SoGeCos, Cosmoprof’s organizer.
Laura Zaccagnini, general director of SoGeCos, said that despite the absence of pavilion E, there were 50 more exhibitors this year; attendance remained constant at 20,000. Next year’s plans include some tweaking of the show’s very successful Wellness Summit, which has to date invited such notable experts as Barry Sears to discuss lifestyle tips. Next year the Summit will be more business focused too, with educational seminars discussing topics such as how cuisine can enhance a spa’s atmosphere and overall sales.
Next year’s show will remain in Las Vegas at the Mandalay Bay Convention Center, Zaccagnini said, and is planned to be held July 16-18. While pleased that the U.S. show has finally developed a real personality, Zaccagnini said there are still untapped markets. In 2006 she will further explore entering the trade show into mainland China, a region she said is ripe for a beauty trade show such as this.
