Cosmoprof celebrates 40 years in beauty and for beauty

New dates for Hall 16-18 Beauty Landscapes, events and initiatives to celebrate the 40th anniversary of the world’s leading Beauty industry trade fair

Cosmoprof celebrates its 40th anniversary in 2007: 40 shows that have contributed significantly to influencing the history of beauty in Italy and all over the world. Firms have grown over the years as a direct result of Cosmoprof - and Cosmoprof itself has grown thanks to the thousands of companies that have supported the event.

Today, Cosmoprof is more attuned than ever to the present, and acutely aware of the future scenarios that will shape the beauty industry, in order to meet the requirements of a continuously evolving demand.

During the 2006 edition, Cosmoprof sparkled with the stars of Beauty on Stage (where Selective Perfumery took to the stage at Cosmoprof to the delight of visitors); Masterpieces (the world’s only international event for Artistic Perfumery) and Nail Word, (the hall given over entirely to hand- and nailcare). These stars are set to shine again in 2007 with a new and even more intense light. And they will be joined by some new ones!

A Truly International Event
Without doubt, it is Cosmoprof’s international vocation that makes it stand out from all the other fairs in this sector. No other show brings such large numbers of international exhibitors, buyers and businesses together at the same time and place.

Again in 2006, all the indicators confirmed the success of the marketing initiatives designed to broaden the event’s international scope. The number of foreign countries from which exhibitors came, increased to 53, as did the number of international exhibitors, which numbered 1,191 out of a total of 2,140. The number of foreign country pavilions also rose to 21, while the number of foreign visitors increased to 34,215 out of a total of 138,411, coming from 130 countries.

Cosmoprof’s strength lies in its proven ability to bring the entire world of beauty together for a single week -attracting professionals from every corner of the globe. The main industry sectors are all well represented by the fair’s four sections: Perfumery & Cosmetics, Hair Salon, Beauty Salon and Cosmopack. And, of course, the 2007 edition will offer a rich mix of new features to enliven every section.

PERFUMERY & COSMETICS (Halls 16-18: 29 March – 1 April 2007; Other Halls: 30 March – 2 April 2007)

New dates for Hall 16-18 Beauty Landscapes
In 2006, visitors applauded the organiser’s decision to open Cosmopack one day earlier than the rest of Cosmoprof. In 2007 another important change will occur as Halls 16-18, which house Beauty Landscapes, the home of Selective Perfumery, will open on the same dates as Halls 19-20 Cosmopack: 29 March – 1 April. The synchronised openings are designed to tap the close synergies between Packaging and Perfumery and Cosmetics, and make better use of the physical connection between the two halls, called the “Beauty Gallery”. It means that visitors attending on Thursday 29 March will be able to focus solely on Halls 16-18 and 19-20. The rest of the fair (30 March – 2 April) will open on the following day. On Monday 2 April, Halls 16-18 and 19-20 will be closed, while the other Perfumery & Cosmetics, Hair Salon and Beauty Salon halls will be open.

Update to innovate: Beauty on Stage
Cosmoprof stands out for its ability to update and innovate, using well-conceived initiatives such as Beauty on Stage. The 2006 edition involved top tier players in Selective Perfumery such as Bulgari, Estée Lauder Companies, Ferragamo Parfums, ITF, La Prairie Group, L’Oréal Prodotti di Lusso Italia, Monarimport, Shiseido and Sisley. They spent three consecutive days putting performances, events and guest stars on stage, all skilfully directed by Sergio Salerni who, for more than 20 years, was the man behind a series of top fashion shows and events. The stage performances were beamed to all five continents by the Fashion TV channel. For 2007, Cosmoprof has teamed up with Selective Perfumery firms to repeat the Beauty on Stage format with the same objectives; updating and invigorating its formula to reach out to its audiences even more effectively.

Masterpieces: an international appointment with Artistic Perfumery
Cosmoprof has the capacity to create custom spaces for exhibitors who belong to specific market segments. One example of this is the Masterpieces area, which is tailor-made for Artistic Perfumery. First launched in 2005, it has already acquired the identifiable profile of a privileged space, with all it takes to beautifully set off the products on show and generate targeted business opportunities. This is a must-attend part of the show and remains the only place - anywhere in the world - to see the most celebrated names in Artistic Perfumery concentrated together in an unparalleled, subtle environment.

New infrastructure and services
The exhibition area has recently benefited from the addition of new infrastructure, such as the Beauty Gallery, that links Halls 16-18 Beauty Landscapes and Halls 19-20 Cosmopack. In 2007, the Beauty Gallery will be home to exhibitions that bridge the gap between the sectors of Perfumery and Packaging.
Visitors and exhibitors also appreciate the services made available to them: the Cosmoprof Club lounge, a privileged location for that vital business meeting, or the Infusions bar, an elegant locale for a moment’s well-earned relaxation, both designed by the architect Piero Lissoni; and the Hair & Beauty Lounge, 1,000 square metres in Hall 36, set aside for exhibitors in the Hair Salon and Beauty Salon sectors to organise business meetings in a quiet, reserved atmosphere.

HAIR SALON (30 March – 2 April 2007)

Hairdressing is a sector that has experienced a veritable boom at Cosmoprof in recent years: the surface area of the display space devoted to it has grown by more than 80% since 1995. In 2006, the Hair Salon area filled 1,300 square metres of net surface area - more than in the previous edition. The stands hosting all the world’s leading names in professional products for hairdressers offered a ceaseless sequence of demonstrations, as hairstylists displayed their interpretations of the year’s spring and summer fashions for hair. While videos and music created a spectacular backdrop for showcasing the creations of these artists of hair, they also created the perfect atmosphere for the audience of professional hairdressers who flocked to Cosmoprof in great numbers to acquire continuous professional development and also inspiration.

The Shows
The shows are another crucial component of the Hair Salon. The most prestigious names in world hairdressing strutted their stuff on the stage at the “Theatrum” and on individual stands for the more than 58,000 hairdressers who came to see them in 2006.

The big names performing for Wella were: Vidal Sassoon, Darren & Jackie Ambrose, Metodo Rossano Ferretti, James, Pier Giuseppe Moroni, Art Hair Studios, Mitù, Egidio Borri, Gandini Team, Joelle, Team Giovani Stilisti, Team Russi, Trend vision award, Eliseeva & Baranova and Interazione. For L’Oréal, there were: Franco Curletto, Maurizio Serretti, Matrix: Capellimania, Carlo Bay, Freestyle, Hair & Joy, Redken: George Alderete, Philip Anthony, Educators and Performing Arts. For Tigi: Creative Team & Anthony Mascolo’s Show and for Framesi: Collezione Lullaby and Collezione Super-Heroes interpreted by Italian Style Framesi, Starlight: I de Sisto, I Crispino, Modà, Hair Compilation by Fabio Zaffignani, Bohemien Passion: C.Area di Lepre, HaiRevolution by Damiani, HaiRevolution by Nobili, Planet Hair and BY Sacconi.

Hairdressers star more with every edition
For the 2007 edition, Cosmoprof has decided to launch a series of services, spaces and events that have been customised especially for the élite Italian and international hairstylists. The aim is to inspire and enrich them by injecting a strong component of experience and emotion that cuts straight through every form of expression. The project, which is due to be further refined in the course of the next few weeks, will get salon owners increasingly involved by offering them exclusive new services and contents.

BEAUTY SALON (30 March – 2 April 2007)

Professional beauty, an extensive sector of goods and services within the framework of Cosmoprof, demonstrated its enormous potential in 2006. The nine halls entirely devoted to treatments, products and equipment for beauty salons were crowded with visitors, all on the lookout for the latest new ideas in wellness and beauty. There were plenty of new products and techniques on show in the Salon, confirming the evolutionary thrust that pervades the industry. Cosmoprof’s development over the years owes a great debt to the Beauty Salon sector, while Cosmoprof in its turn has made a major contribution to the sector’s own growth. The numbers say it all: in the last 10 years, the area devoted to this sector has grown by 143%.

Nail World and Nail Lounge
Cosmoprof has become the driving force in hand- and nailcare with Nail World, an imposing, fifteen metre tall structure housing a concentrate of products, trends and the most important firms on the international scene. Just like its benchmark market, Nail World has grown significantly. In 2006, the total display area it occupied was 1,893 square metres, 304 more than in the previous year, while the exhibitors, which numbered 41, included the most prestigious firms in the sector. Completing the hand and nail treatments scenario was the Nail Lounge, a great new feature in 2006 where eight firms specialising in manicures and nail reconstruction and decoration offered their clients an exclusive treatment by invitation only. Nail World will be back in 2007, even bigger than before and with plenty of new features.

COSMOPACK (29 March – 1 April 2007)

For the second year running, Cosmopack’s more than 300 exhibitors will open their stands to professional visitors one day earlier than the rest of Cosmoprof (except for Hall 16-18 Beauty Landscapes). In 2006, more than 2,000 people walked the Cosmopack aisles during the early Thursday opening. This first day was not only more crowded than in the previous year, but the quality of the visitors was excellent, as also in the days that followed.

Introducing a big name in international packaging design: Thierry de Baschmakoff
The 2007 edition of Cosmopack launches a partnership with Thierry de Baschmakoff, who will bring a host of additional content to the event. Thierry de Baschmakoff is a star in the sector of packaging design, both for cosmetics and other product areas. The evidence is his clients list: he has worked with Bulgari, Celine, Versace, Cartier, Nina Ricci, Max Mara, Ferragamo, Cerruti, Guerlain. Thierry de Baschmakoff’s special touch will be evident in Cosmoprof’s 2007 communications: a corner of the Cosmoprof advertising campaign can be lifted to reveal a priceless bottle of perfume that symbolises Cosmopack and emphasises the event’s dates and its vocation as a fair within a fair. This is the Thierry de Baschmakoff touch!

29 March 2007: second edition of the Cosmopack Day
The second edition of the Cosmopack Day is planned to take place on Thursday 29 March 2007, when the doors open on Cosmopack Halls 19-20, entirely reserved for packaging, and on Halls 16-18 Beauty Landscapes. It promises to be a day for networking between professionals working in the packaging and the perfumery and cosmetics sectors, as they will be able to make appointments with more time at their disposal, but also take part in the special events planned exclusively for them on this day.

The first will take place in the morning at the Designer Round Table, to be moderated by Thierry de Baschmakoff. In addition to Baschmakoff himself, the round table will be addressed by top-ranking international designers, who will compare notes with managers of manufacturing and packaging firms about the topic of design applied to production. In the afternoon, the Cosmoprof Worldwide Beauty Observatory will present the results of the research project entitled “Future Store, the coming perfumery. How to win the challenge in the retailing sector”, an exploration of the processes of buying and consuming perfumes and cosmetics.