Beauty Store Business

JUL 2016

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74 July 2016 | REMEMBER LAST YEAR WHEN COS- moprof North America introduced a host of hot, new show attractions, including Tones of Beauty, the Beauty Pitch competition and the Discover Scent program? And let's not forget the addition of BOUTIQUE in recent years. Well, this beauty trade show isn't resting on its laurels. During Cosmoprof North America 2016, taking place at the Mandalay Bay Convention Center in Las Vegas July 24-26, attend- ees will continue to be satiated by the show's diversity of highlights. CPNA 2016 will unveil even more attractions, including Glamour Me, featuring beauty services; the Entrepreneur Academy, featuring a variety of workshops to aid beauty entrepreneurs in their start-up endeavors; and Discover Green, which will present a host of natural and organic beauty products. As CPNA's marketing director Daniela Ciocan puts it: "We're just trying to continually promote the show and give value-added opportuni- ties to exhibitors. If you can provide it, why not? So it's always a question of what else can we do? What are we not providing yet—and trying it." So, below is an opportunity for you to survey these latest additions to the show and even scoop up a discount. THE LATEST ATTRACTIONS Glamour Me Attendees will be dashing for a taste of this experiential beauty area, which is open to all. The "mini salon" will be presented in a lounge on the show floor in the Cosmetics and Personal Care Pavilion, and will feature eight beauty stations, spanning hairstyling, hair tools, hair art, makeup, nails, nail art, brows and skin care. Each beauty station will be sponsored by a show exhibitor that specializes in the category. The beauty lounge will give attendees an opportunity to experience some of the participat- ing companies' newest products. Each company will provide beauty services by appointment in 30 minutes or less. The salon will be open throughout show hours Sunday through Tuesday. "Glamour Me is similar to BOUTIQUE, which is the on-site sampling bar," says Ciocan. "It's kind of the same idea, because you get to try samples that you pick and choose based on your specific interest. [With Glamour Me], you're try- ing something; but you're trying it through a service. Beauty products, ultimately, come to life when you experience them and try them. For many people who work in the industry, and for women, that's what we love to do. When you try something on, you get it. You know how it works, and you're interested in further exploring it." CPNA has announced the first few companies that will be hosting beauty services and showcasing their latest products in the "salon." That list includes: Obliphica, which will offer a hair- styling station Zotos, also offering a hairstyling station and showcasing its new aerosol stylers, aerosol root touch hair color, its new aerosol texturizer called 180 Pro Teaseless and more. Orly, hosting a nailcolor station and showcasing its newest nail product, which will be unveiled at CPNA. DISCOVER GREEN CPNA 2016 will also launch its brand- new Discover Green area, which will focus on products that are organic, natural and/or free of perceived harm- ful chemicals. It'll feature 20 different beauty brands; some of which are com- panies that have been around a long time, such as Jurlique; and others that are more nascent brands, both national and international. Beauty-industry vet- eran Mary Bemis, founder and editorial director of Insider's Guide to Spas, is working with CPNA organizers to curate the section. "The reason we are doing it is because we're starting to see more of that conver- sation happening at the consumer level. We felt, as a trade show, that we had organic beauty brands and natural beauty brands scattered throughout the show floor. We thought, why not put together a section." explains Ciocan. TV SHOPPING CHANNEL CPNA 2016 will be unveiling a brand- new collaboration with the TV shopping channel EVINE LIVE. The merchants from EVINE Live will not only take part in the on-site auditions, but will also have their own booth on the show floor to meet with exhibitors and discover new brands for a special on-air beauty segment: "DISCOVERED AT COSMOPROF NORTH AMERICA." Three exhibitors from the 2016 edition will be selected for the special segment and will be shown with footage from the show. PERFECT CORP. "We have a special collaboration with Perfect Corp., which is one of the larg- est app providers for cosmetics," says Ciocan. "Their YouCam Makeup app has over 200 million downloads and is ranked as one of the best virtual makeover apps by consumers." Exclusive to CPNA, five hand-selected exhibitors from Discover Beauty will be featured within the award-winning app, giv- ing them enhanced visibility and the opportunity for business development at the event and with consumers at large. Attendees can meet with the Perfect Corp. team inside of Discovery Beauty, while trying on makeup products instantaneously with the aid of the app. In addition to being featured within the This year's trade show offers a bevy of new offerings, including Glamour Me, Discover Green and the Entrepreneur Academy! by Manyesha Batist CPNA 2016 Boasts More Attractions powered by COSMOPROF Images courtesy of Cosmoprof North America

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