Reed Exhibitions has announced the launch of InterCharm Milano, a new tradeshow dedicated to the perfumery, cosmetic, hair styling and nail care and packaging sectors. The show will also include a beauty institute section.

The first edition will open its doors from the 18th the 20th of September 2010 at Fieramilanocity, the fairground in the centre of Milan (Italy). Designed on the model of InterCharm Moscow, the show will be held just a few days before the opening of the Milan Fashion Week.

Firamilanocity, night view

On the occasion of the InterCharm Milano launch, Reed’s Italian subsidiary recruited additional staff to strengthen its knowledge and understanding of the Italian and European cosmetics industry, including Maurizio Morra, appointed Exhibition Development Manager. Mr Morra is the former director of Cosmoprof, the world’s largest beauty event, which is also held in Italy but in Bologna.

Actually, InterCharm Milano will partly continue the legacy of the Wellness Spa & Beauty Exhibition, but will extend its scope to new sectors with the aim to cover the entire beauty industry.

Reed said that being located in Milan, an international capital of fashion and design, is one of the event’s strengths with its timing, for September being the peak month for the prêt-à-porter industry and the city being filled with fashion shows which attract celebrities, designers, makeup artists, and hair stylists.