Informa launches Alternative

Putting an end, after 13 years, to the Beyond Beauty Paris tradeshow, Informa has decided to split it into two different events: the first one, Alternative Fragrance & Beauty, will be dedicated to emerging cosmetics and perfume brands and will take place on 16-18 June 2016 at the Carreau du Temple in central Paris, the second one, Beauty Factory, will be dedicated to suppliers, and will open its doors on September 13th to 14th 2016 at Palais des Congrès Paris.

Much more than just a fair, Alternative Fragrance & Beauty will break the rules of traditional events and will host around a hundred participants carefully selected in an unusual and unique setting that was designed by the agency Centdegrés,” claim the organisers.

Alternative Fragrance & Beauty will take place on 16-18 June 2016 at the Carreau du Temple in central Paris

The first two days of Alternative Fragrance & Beauty will be dedicated to business meetings and to exchanges between brands, distributers, and international buyers (department stores, e-shop, concept stores, selective distribution and assisted sales, independent perfumeries, niche perfumeries, pharmacies, health and beauty stores, drugstores, alternative networks, travel retail, spas, hotel groups, boutique hotels), looking for something unusual.

The last day will be open to the public: the exhibiting brands will be able to sell their products on site and to test their potential, but, more than anything, they will have the opportunity to establish a direct link with their customers and to forge an intimacy with the brand.

Tranoï invites perfumery

Similarly, Tranoï, the event that has been revealing young fashion designers for 15 years, is seizing the opportunity of its move to a larger venue at the Cité de la Mode et du Design, in the East of Paris, to complete its offering with an area dedicated to perfumery and lifestyle, thus meeting buyers’ expectations. “The demand comes from the show’s customers, stores, and concept stores, who have been asking for more perfumes in their shops,” explains David Frossard, founder of Différentes Latitudes and partner of the project.

About 40 brands selected by a committee composed of Martine and Armand Hadida, Marie-Françoise Stoulz, Director of the beauty department of Le Bon Marché, Lionel Paillès, journalist, Philippe Di Méo, designer, David Frossard, and Wouter Wiels, creator of the event Les Rives de la Beauté, are expected to take seats on 23-25 January 2016 in a central area designed and set up by Philippe Di Méo.

It still remains - before January - to convince the brands that will need to meet the requirements of our selection.

Tranoï’s visitors do not necessarily know much about perfumery, so it is important to guide them by narrowing our selection to truly beautiful brands”, adds Wouter Wiels. “The transversality of the two worlds, the good image of Tranoï, and the experience of the Hadida family, who also own the L’Éclaireur concept store, represent a good starting point,” he concludes.

Targeted shows acclaimed

Actually, these launches confirm the success of smaller fairs, less expensive for exhibitors, more practical and easier to access for visitors. As far as the supply-side is concerned, tradeshows such as MakeUp in Paris, then declined in New York, Seoul and Sao Paulo, or such as PCD, for packaging, and Cosmetagora, for cosmetic ingredients, have pioneered the model. The launch of Beauty Factory in 2016 and the launch of Cosmetic 360, this year, confirm this deep trend.

Regarding finished products, the most convincing models were the Exscence and Pitti Fragranze events, both located in Italy and dedicated to rare perfumery, or Elements in New York, which recently partnered with Capsule.