Online navigational device is key to success at Cosmoprof North America 2011

By Ameann DeJohn

- Last updated on GMT

Related tags United states

One-2-One Beauty Matchmaking, a free app-like feature on the Cosmoprof website, provided a personalized, printable show floor plan, which was the key to navigating this massive, innovative beauty show.

This easy feature allowed participants to schedule meetings before, during and after the show. Visitors pre-planned booth visits and organized their time in this fashion which was integral to show attendee’s inevitable success.

Held at Mandalay Bay Convention Center, July 22 – 24, Cosmoprof North America 2011 brought 25,000 attendees together with over 760 exhibitors including importers, distributors, manufactures, and global beauty leaders from around the world.

Consumer media outlets including Lucky, Celebrity Style and Marie Claire combined with bloggers and on-line reporting venues to make or break new product launches.

Beauty Blogger Central cuts to the trends

Beauty Blogger Central, with over one hundred instant access reporting sites, had a total of over six million followers who were instantly connected to the minute-by-minute trending.

The show had a solid International feel, although it felt like the off-shore booths were scattered around the exterior rather than integrated. They were located in International Country Pavilions, designed to allow companies from foreign markets like China, Argentina, Italy, Taiwan Brazil, and South Korea to mingle with distributors and retailers in the hopes of locking up U.S. distribution.

Cosmoprof employed their International Buyers Program to unite buyers and sellers around the globe. International importers and distributors from every corner of the world were scheduling meetings with exhibitors in the hopes of securing new business for emerging markets.

Trending continued towards natural and self-empowerment

Trending continued towards more natural and chemical free offerings, but the focus was not on ‘save the world’ as much, but more on self-empowerment (ie: save your body), of course one leads to the other. One shining example was O&M out of Australia, introducing Mineral CCT to join the ammonia-free hair coloring movement.

The Discover Beauty Award, where brands were judged on innovation, market readiness and creativity was captured by Snowberry from New Zealand, another example of this trend. Following the Beauty industry’s personal health movement, this natural, anti-aging skin care line is chocked full of the purest herbal oils, vitamins and antioxidants from super fruits. Snowberry even has its very own plantation providing extracts from the New Zealand rain forest.

Overall, the crowds and vendor list were impressive, but the energy seemed to lag at times for whatever reason. Maybe people were pacing themselves due to the shear size of the event, but in review, the Cosmoprof North America 2011 show appeared to be a success.

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