Cosmoprof Vegas Conference Program

Cosmoprof Vegas presentation spotlights what it takes to develop brand cult status

By Simon Pitman

- Last updated on GMT

Cosmoprof Vegas presentation spotlights what it takes to develop brand cult status

Related tags Las vegas Brand management Mandalay bay convention center

One of the ultimate goals for cosmetics and personal care companies is to develop a brand that is so iconic it becomes a much-loved product that ultimately rides out ever-changing fashion trends.

At next week’s Cosmoprof North America event, to be held in Las Vegas from July 12 – 14, the comprehensive conference program will contain a presentation segment and roundtable that will dig deep into what it takes to develop a cult brand.

Titled “Achieving Cult Status: Keys to Success” the presentation will be held on Monday July 13th​ at the Mandalay Bay Convention Center and features guest speakers from the fashion world, fragrance and one of the most prominent cosmetics companies in the world.

Achieving Cult Status: Keys to Success

The two-hour session will be moderated by myself, Simon Pitman, senior editor for the Cosmetics Design brands, with guest speakers and roundtable participants: Liliana George, vice president, corporate R&D innovation at Estée Lauder Companies, Paul Ireland, vice president at Takasago International and Amy Levin, founder of

The session will begin with each of the speakers giving presentations about their very different areas of the business and sharing their ideas about the philosophy, psychology and imagery that combines to create a brand with cult status.

Achieving cult status does not happen overnight, so the presentations will go into significant depth in an attempt to get to the bottom of what is ultimately a complex and convoluted path, as well as pointing out some of the pitfalls and how to avoid them.

The roundtable session

Moving on from the individual presentations, the three speakers will form the panel for the roundtable, which will ask in depth questions about cult brands and how they are developed and sustained.

During this part of the session the speakers will answer a series of questions covering four principle areas:

  • What a cult brands means
  • Physical and sensory attributes
  • The role of marketing
  • The future of cult brands

What you may expect to walk away with

After attending this conference presentation you can find out how some of the most successful brands in the business have achieved cult status and how those practices might be transferred to your own business practices.

Ultimately attendees will discover how to create cult products that can seduce customers for life through targeted branding of products that are functional, sensual, luxurious and almost too good to put down.

The presentation will take place at the 2nd​ Floor of the Mandalay Bay Convention Center, Reef B, between 3pm and 5pm on Monday July 13th​. Tickets are priced at $65, while PBA members pay $50, and may be purchased by clicking here.

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