Cosmoprof - Back to the future

The 39th Cosmoprof marked the return of some familiar faces and a new focus on its packaging arm, Cosmopack

After several high profile absences over the last few years, the 39th edition of Cosmoprof hailed the return of the big hitters. An abundance of selective brands including Estée Lauder, Bvlgari, ITF, L’Oréal Produtti di Lusso Italia, La Prairie Group, Monarimport Clarins, Ferragamo Parfums, Shiseido and Sisley returned to Cosmoprof in style, taking part in Beauty on Stage, an innovative concept that showcased each company’s products through the medium of catwalk shows and make-up demonstrations.

The high profile event, which took place in the prestigious Hall 18, was organised by Italian trade body Unipro and the Gruppo Vendite in Profumeria, and broadcast throughout the world by Fashion TV, further enhancing Cosmoprof’s reputation as the world’s largest beauty trade show.

“The idea of Beauty on Stage is to give back a glamorous side to Cosmoprof,” explained Gruppo Vendite in Profumeria president and general manager of La Prairie Group in Italy, Bonaccorso Roselli Cecconi. “We are here to talk as a professional group, not just as brand sellers. We want to make Cosmoprof more fashionable and create global attraction.”

Beauty on Stage also had strong backing from SoGeCos, the organisers of Cosmoprof, who welcomed the closer working relationship between the exhibitors. “Beauty on stage gives more vitality to the trade fair,” said Florio Terenzi, president of SoGeCos. “Trade fairs are undergoing development and change so we have to constantly innovate and renew ourselves to keep ahead.”

Many of the beauty houses used the event to showcase their latest launches. L’Oréal Produtti di Lusso Italia promoted Armani Code Donna, while Monarimport unveiled its latest fragrance license, the Everlast sports brand. “We came back to Cosmoprof because it is so important to be here - this is the cosmetics market,” said Camilla Schiavone, brand manager, Giorgio Armani, Viktor+Rolf and Helena Rubinstein. Francesca Silva, communications manager, Monarimport added: “We decided to come back to Cosmoprof to present the new fragrance and have an official window to launch it from. Beauty on Stage allows us to show our brand all around the world, not just to the industry at the show.”

There were some notable absences from the selective exhibition however, with Italian heavyweights Collistar and Pupa staying away this year.

Packaging perfection

Cosmoprof also pulled off another first this year, opening its packaging arm, Cosmopack a day earlier than the main show.

“Cosmopack is a trade show in its own right and we want it to have its own identity,” enthused SoGeCos director general Laura Zaccagnini. “A day devoted to the meeting of suppliers and manufacturers was borne out of requests by exhibitors and we hope it will be beneficial for everyone.” However the decision was met with mixed reaction by exhibitors, some of whom did not think the extra day had been given enough exposure. Generally the mood was upbeat. “The show has been very successful and the extra day has really helped,” said Dominique Bouvier, vp pharmacist, Strand Cosmetics Europe. The company showcased its latest seasonal collection of colour cosmetics and skin care inspired by the Belle Epoque era.

Schwan-Stabilo also unveiled its latest strategy, Evolution. “We are looking to an older target group and finding ways to fulfil their needs; the baby boomers are very important to our industry,” said Kathrin Hecht, head of creative marketing.

Innovation is key

Despite such investment in revamping the show, Terenzi made it clear that the aim of the 39th edition of Cosmoprof was to consolidate the growth achieved in 2005. The popular Masterpieces exhibition, which offered visitors the opportunity to explore some of the industry’s more niche brands, made a welcome return, as did Nail World, a standalone show addressing the growing nail sector. In addition to the nail exhibition, a separate satellite pavilion, where visitors could enjoy a manicure from a number of companies, was also in operation. Brands included Clarissa Nails, which specialises in intricate nail art and extensions.

Next year marks the 40th anniversary of Cosmoprof and organisers are planning to celebrate the land-mark in style. A new show will launch in Shanghai in January, giving Cosmoprof two high profile events in Asia Pacific and with such dedication to evolution and innovation, Cosmoprof looks set to be the world’s premier beauty event for many years to come.