Beauty Store Business

JAN 2019

Beauty Store Business provides solutions for better retailing! New products, industry news, savvy business moves and important trends affecting both brick-and-mortar and online retailers are included in each issue.

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6 January 2019 | Industry News Courtesy of International Beauty Exposition Beauty retailers, professional beauty stores and distributors–mark your calendars for the very first International Beauty Exposition to be held at Bally's Las Vegas on January 20-21, 2019. Formerly the Western Buying Conference, the International Beauty Exposition has combined the Western and Eastern Buying Conferences into one larger, more dynamic show. Hosted by manufacturer rep groups from both coasts, approximately 150 national and international manufacturers will be exhibiting. The show offers a "quality over quantity" experience, providing a more relaxed format that allows time for genuine connections and business deals to be made. "[Beauty retailers and distributors] value a smaller and more intimate show where they actually have a chance to meet with the manufacturers and have conversations without the hectic pace of a larger show like Cosmoprof. It's more laid-back and casual, whereas at Cosmoprof you may have a half hour appointment and you have to get in and out quickly to get your business done to move on to the next one," explains Harlan Kirschner, CEO of The Kirschner Group and the show's treasurer. Of course, the show will give retailers and distributors a peek at what's new for 2019 in both the professional and consumer beauty markets. And manufacturers throw in a few surprises for attendees, often launching new products at the show and offering unbeatable deals. "From the retailer and distributor perspective, they can see 150 manufacturers all in one spot. They will have access to principals and decision makers, see promotions and complete lines that are not always pictured in product catalogs. The show allows attendees to see products live, where they can also touch, smell and feel them," Kirschner adds. For the first time, the show will be inviting international retail buyers from Latin America and Europe, opening up new opportunities for manufacturers looking to expand their distribu- tion to international markets. "We are also reaching out to all the members of the International SalonSpa Business Network (ISBN) and will hopefully have many of them attend," Kirschner says. For the second year in a row, non-represented manufacturers will be allowed to exhibit. Additionally, a full 40 manufacturers are new, indie brands offering fresh, innovative products that appeal to all forms of retailers, but especially to specialty retail buyers. The non-represented, indie brands are expected to infuse the show with energy–although established brands will bring plenty of that too. For those who have attended the show in the past, the format has changed slightly. Instead of a party on the first evening of the show, organizers have opted to schedule only a cocktail party so that show attendees can go out and enjoy all that Las Vegas has to offer. Attendees will also receive coupons offering discounts to highly rated restaurants, shows and entertainment a few weeks prior to the exposition. For more information or to register, visit Branded beauty stores continue to trend with CoverGirl having opened its first permanent retail store on Black Friday, November 23. The CoverGirl Times Square flagship serves as the physical epitome of the brand's philosophy, "I Am What I Make Up," where consumers experience a beauty playground. The polished, two-level store features minimalist black and white décor with pops of vibrant color, as well as a deeply digital interior where consumers can try on and experiment with CoverGirl products for the first time. Making use of AI, a virtual greeter named Olivia, powered by Dialogflow, can direct customers to products, share beauty advice and answer questions as soon as they walk through the door. In addition to Olivia, a team of knowledgeable CoverGirl BFFs can provide tips and tricks, product recommendations and makeup application. In the augmented reality glam stations, powered by Holition, consumers can virtually try on a range of products and share their makeovers with friends. Customization stations allow the personalization of makeup bags and lipsticks for shoppers. Every aspect of the store's design emphasizes the freedom of makeup expression, where consumers are encouraged to try on products, test out looks and celebrate their ideas. The store is also social media ready, providing the ultimate in selfie-backdrops to share shopping moments, product picks and CoverGirl looks. "The CoverGirl flagship represents this incredible moment in beauty– where rich experiences matter most and where true self-expression and experimentation are the only beauty standards," said Coty consumer beauty chief marketing officer Ukonwa Ojo. The store is located in the heart of New York City on 7th Avenue and W. 49th Street, with store hours from 10 a.m. to 12 a.m. daily. Earlier this year, CoverGirl became the first mass makeup brand to launch a cosmetic foundation, TruBlend Matte Made, with 40 shades all at once. CoverGirl was also the largest makeup brand to receive Leaping Bunny certification by Cruelty Free International. COVERGIRL OPENS FLAGSHIP STORE IN TIMES SQUARE THE FIRST INTERNATIONAL BEAUTY EXPOSITION IN LAS VEGAS

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