Over 28,000 persons in total have visited the second edition of InterCharm Milan, from 24th to 26th September 2011. That is to say an increase of +40% compared to the previous year, announced the organisers.
“The aim of this second edition was to focus on International. And we are happy that this aim has been achieved: foreign visitors have doubled and we were able to attract the attention of markets of major interest like Poland, the Russian Federation, the Ukraine, Latvia, Greece, Switzerland and far-off Australia,” said says Solly Cohen, Reed Exhibitions Advisor for Italy.
The organizers chose to focus on the hairdressing sector, positioning the show in direct competition with Cosmoprof Bologna.
This edition of InterCharm Milan thus hosted the Individual World Hairstyling Championships organized by OMC, Organisation Mondiale Coiffure, the international organization representing hairstyling federations from over 60 member countries. For the first time in Milan over 500 contestants from 35 countries competed against each other to win the title of OMC World Supreme Champion, with many prizes for the countries represented in the various different categories. It was an all-Italian winning podium with Angelo Fiorentino in the men’s category and Antonietta Cola for the women’s competitions.
Another important evenet was the charity show by Alternative Hair, Visionary Award Italy 2011 + Great Masters, which welcomed great International hairstyling masters Richard Ashforth, Gerry Santoro and Tony Rizzo. The event, which for years took place in London, at InterCharm Milano this year saw awards go to young hairstylists Marco Lamberti, Rino Riccio e Federico Faragalli. The show was just the peak moment during the Milano Hair Show in a long series of hairstyling demonstrations given by brands such as Paul Mitchell, Alfaparf Milano, Kemon, BES Beauty&Science, TagliatixilSuccesso for Screen.
The Nail sector was also highlighted with the Italian Nailart and Nail Design Championships in a panoply of trials to test creative skills, technique and speed.
Furthermore, the organisers announce over 1,000 participants in the Beauty Congress meetings, focusing on salon beauty issues. The event also hosted makeup demonstrations and shows.
A tradeshow that eventually appears as really attractive for professional hairdressers, estheticians and those specialising in nail care. “The strong point of this exhibition, stated Maurizio Morra, InterCharm Milano Exhibition Development Manager, was the quality and variety of the exhibition. We were able to create an excellent product and event format capable of offering a comprehensive view of the beauty world.”