Cosmoprof unveils 'Beauty On Stage' concept

The concept will bring together leading names in selective perfumery, including Estée Lauder, Euroitalia, ITF, La Prairie, L'Oréal, Monarimport and Shiseido, all of whom are said to now be involved in the project.

Beauty On Stage will be held in the newly-constructed Hall 18 of the Bologna expo venue. Said to be one of the finest venues in the entire fairgrounds, the organisers say that the fact that the event will be broadcast internationally on Fashion TV, will help to make it a global event with credence - a fact that should in turn attract more visitors to the event.

The organisers say that the hall will feature a circular stage at its centre, tiers of seating for more than 400 guests on one side, with the luxury firms' stands on the other, overseen by a 50 square metre screen which will follow the simultaneous broadcast.

Starting on Friday 7 April, and continuing for three consecutive days, the perfumery and cosmetics brands will go on stage, one after another, with performances, events and guest stars, directed by Sergio Salerni - an established fashion events organiser.

The organisers also claim that a support campaign will ensure the initiative receives significant media coverage. They also say that the key focus of the event will be trade, while combining the needs of the crucial end consumer.

The role of selective perfumery will be honoured with awards for the best fragrances, best packaging and best communications for a perfume product for women, and one for men, being chosen from a shortlist of 30 finalists. The event is expected to attract significant interest from the international press and the leading names in global perfumery, the organisers added.

The bi-annual Cosmoprof was last held at the same event and at the same time of year. Most recently Comoprof US closed its doors in August of this year, having attracted 25,000 visitors.