BOLOGNA, Italy — Cosmoprof appears to have reached a pivotal point in its 39th year of development.
By adopting a sexy showbiz approach, including continuous worldwide coverage on Fashion TV, Cosmoprof succeeded in luring back some major exhibitors, including Estée Lauder, L’Oréal and Sisley, while losing some Italian stalwarts, including Collistar and Pupa.
Ten top exhibitors were arranged across the back of the stage area, called Beauty Onstage, as if the brands were about to step into the spotlight. Fashion shows, makeup demonstrations and dance performances perpetually provided action to the loud accompaniment of rock music throughout the fair.
The Estée Lauder Cos. hosted a MAC dance review and a Missoni fashion show, with a guest appearance by Margherita Missoni, the face of Lauder’s new Missoni fragrance.
“We are really happy, it has been a smashing success,” said Orna Schezen Nofarber, managing director of the Estée Lauder Cos. Italy.
The fair also attracted Andrea Robinson, president of the new Tom Ford Beauty initiative and of the Prescriptives division.
In order to snag some of the Fashion TV coverage, the Accademia del Profumo staged its annual perfume awards on the Beauty Onstage set.
The star of the night was Bulgari, which swept four of six awards. Lancôme won best women’s fragrance with Hypnôse and Roberto Cavalli’s Serpentine took the prize for best women’s scent advertising. Bulgari’s Acqua Pour Homme was awarded best men’s fragrance, advertising and packaging. Omnia Crystalline, also from Bulgari, got the prize for best women’s packaging.
Next door to Beauty Onstage was Masterpieces, a showcase for 80 niche beauty brands, more than double last year’s tally.
“It’s working very well,” said Celso Fadelli, chief executive officer of Intertrade Europe and the mastermind of Masterpieces.
Laura Zaccagnini, director of international affairs at Cosmoprof, acknowledged that the complexion of the show is changing. She pointed out that almost 60 percent of exhibitors are foreign, coming from 52 countries. Zaccagnini also added that by including new components like Beauty Onstage and Masterpieces the fair was energized while providing a tailor-made approach to brand communication.
She said many of the major brands expressed a willingness to participate in Cosmoprof, but took the attitude “we want it to be fashionable.”
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