MILAN — Cosmoprof will inject a bit of entertainment into this year’s cosmetics trade show with Beauty On Stage, a theater-like space where at least 10 selective beauty companies will host events.
Newcomers to Cosmoprof, such as Ferragamo Parfums and Italian distributor Monarimport, will participate in Beauty On Stage. Mainstays like ITF, Sisley and Shiseido are also part of the project, as are some big names returning to Cosmoprof, including Bulgari, the Estée Lauder Cos. and L’Oréal’s luxury products division.
Companies participating in Beauty On Stage will hold performances and events in the 21,500-square-foot venue, which will feature a circular stage and tiered seating for 400 attendees. Additionally, Italy’s fragrance awards, hosted by the Accademia del Profumo, will be held at the space. The ceremony is scheduled for Cosmoprof’s opening night and is slated to be televised to five continents via satellite channel Fashion TV.
The idea is to renew Cosmoprof’s emphasis on the selective perfumery, a distribution channel in Europe that has experienced lackluster sales in recent years. It’s the latest in a number of changes at the show that began last year, when the retail and professional areas were separated and the selective perfumery space was moved to a new pavilion.
“The role of fairs is changing,” said Luca Franzoni, marketing manager of Cosmoprof organizer Sogecos. “They can’t just be a motor for business between exhibitors and their clients.”
Luciano Bertinelli, president of Ferragamo Parfums, noted, “The project seemed like an opportunity for us and for the fair. The fair has to change. Otherwise it is in danger of not succeeding in the future.”
Additional changes this year include new dates for Cosmoprof’s sister show, Cosmopack, which focuses on packaging suppliers. It will run from Thursday through Sunday, beginning the day before Cosmoprof opens and ending the day before the main fair finishes.