Paris placed firmly on the beauty map

By Katie Bird

- Last updated on GMT

Related tags Industry

The French capital will be taking its place at the heart of the beauty and perfumery industries during a festival programmed for autumn 2009.

The Rives de la Beauté event will take place September 16-20 at locations around the city and aims to provide some of the biggest beauty brands and distributors with a new way of communicating with their customers.

The mastermind behind the event is Wouter Wiels, who has been involved in a number of industry events including the Beyond Beauty show that takes place in Paris every autumn.

Beauty journey through the capital

However, Rives de la Beauté is not a salon or a trade show, Wiels told Instead it is an itinerary of events in different locations throughout the capital targeting interested consumers passionate about the world of beauty and perfumery.

Big name distributors, including Sephora, are involved in the project, as are some of the top names in prestige cosmetics, according to Wiels.

The event was in part inspired by similar projects dealing with other industries such as furniture design. According to Wiels, during the design show in Milan the city is alive with exhibitions and events that take advantage of the vast number of visitors during the period.

In the same way, Rives de la Beauté has been programmed to coincide with a number of industry events taking place in the city during the autumn.

Telling the story behind the products

According to Weils, the project has received an overwhelmingly positive response from an industry that is searching for new ways to communicate with the consumer.

Many sectors, in particular the fragrance industry, are realising the scattergun approach to marketing, which fires a plethora of products onto the market, may not be the way to entice consumers to the industry.

Indeed Rochelle Bloom, president of the Fragrance Foundation, said in a recent interview with CosmeticsDesign that the industry needed to recapture the romance and the art of perfumery.

According to Weils, the Rives de la Beauté event aims to do just this as visitors are invited to travel the city in search of beauty and perfumery delights.

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