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Markets & trends

In 2009, Cosmoprof announces its R-Evolution

Since she has taken over as head of SoGeCos, the company organising the Cosmoprof tradeshow, in 2007, Aureliana De Sanctis has focused its actions on renovating and redynamizing the venerable Italian fair. Premium Beauty News talked to her about the main lines of her 2009 strategy.

Premium Beauty News - 2009 is likely to be a difficult year for the industry. What will be the impact of the crisis on the next edition of Cosmoprof in April?

Aureliana de Sanctis - Our analysis is that buyers will have to make choices in order to reduce the number of tradeshows they will visit, and they will favour exhibitions where they can see the most important number of new products. Exhibitors should also make similar choices.

Eventually, the situation may be very profitable for a leading trade show such as Cosmoprof. So far, we can observe that both middle size and big companies have asked for larger stands, probably after a new market analysis. Companies are reducing their budget but focus their resources on tradeshows that provide the best answers to their development strategy. And the Cosmoprof Worldwide show [1] in Bologna is one of them.

Aureliana De Sanctis, SoGeCos

Aureliana De Sanctis, SoGeCos

Premium Beauty News - Under your supervision, the next Cosmoprof will carry on its evolution. Apparently, you made the choice of a “retail”, rather than industrial, positioning.

Aureliana de Sanctis - Cosmoprof is evolving toward the creation of synergies between the production and the distribution. This year Cosmoprof will propose “focus on”, BtoB meetings and conferences about the affective value of design, the creation of fragrances, the use of paper and the services for spa venues.

More than ever, the final consumer has an increased influence on every sector of the beauty industry.

Premium Beauty News - There are now two additional exhibition halls. How did you re-organised the showfloor?

Aureliana de Sanctis - One of the main changes at Cosmoprof this year is the reorganisation of the different industry sectors. We are aware that these choices are not always understood by exhibitors, but they are required by the evolution of the show. The aim is to bring a better legibility to professional visitors. A show is like a “big city to live in” during 4-5 days and our philosophy is to make our best to facilitate and simplify the visit of our exhibitors’ potential customers.

Premium Beauty News - Regarding the “packaging” and “full s ervice” sections (Cosmopack), how do you intend to highlight it?

Aureliana de Sanctis - The packaging and OEM sections will benefit from their opening one-day before the rest of the show, so that professional visitors can focus on this specific segment. Exhibitors in the packaging have been appreciating this separate opening for several years. On this occasion, Cosmoprof 2009 will offer dedicated events, featuring an internationl conference on the sector and the visit of a “Packaging Buyers Delegation” which will meet exhibitors of Halls 19 and 20.

Furthermore, our specific attention to this sector does not end with the show as we are organising “Business or Dinner” events all along the year in Paris or Hong Kong during which leading packaging companies are meeting decision-making staff from luxury and mass-market brands, with the aim to exchange on issues of specific interest.

Premium Beauty News - What is the future of tradeshow?

Aureliana de Sanctis - Tradeshows can no longer limit themselves to showcasing products. They must transform in forerunning and visionary events, in true laboratories where future trends are highlighted and where groundbreaking success stories are analysed. Cosmoff Lab, the brand new event of this edition, was precisely conceived with this aim: a real beauty laboratory where people can seize the opportunity to meet and exchange.

View online : www.cosmoprof.com

Interview by Jean-Yves Bourgeois - Edited by Vincent Gallon

Footnotes

[1Cosmoprof 2009, the dates to remember:
2nd-5th of April 2009, Cosmopack (Hall 19-20)
3rd-6th of April 2009, Cosmoprof (Perfumery & Cosmetics, Hair, Beauty)

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© 2009 - Premium Beauty News - www.premiumbeautynews.com
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