This is the 4th occasion in the past six years that I have attended this expo.
Cosmoprof North America is the second of 3 Cosmoprof Expo’s held around the world annually. The first one is held in Bologna Italy followed by Las Vegas with the last one held in Hong Kong.
The Las Vegas expo is held at The Mandalay Bay convention centre each July. The cost to attend the expo is $250 (New Zealand dollars) per person for 3 a day pass.
There are restrictions as to who can attend the expo. Attendees are required to show proof of your involvement within the beauty industry at the time of registration. The expo is open to all beauty therapists, hairdressers, educators and distributors however I feel the expo is most beneficial for suppliers and distributors.
When I looked at the stats online it stated that 36% of the attendees were distributors, 24% were salon or spa owners and 21% were manufactures with the remainder press and media.
You are unable to purchase any stock at the expo however on the last day some suppliers will sell their display stock at a discounted price.
There are 3 show pavilions covering 252,908 square feet.
Pavilion 1: Cosmetic and Personal care: dedicated to retail channels of the cosmetic industry including skin, hair, nail and tools.
Pavilion 2: Packaging & contract: this is dedicated to production supply from raw materials to machinery to packaging.
Pavilion 3: Professional beauty: this is dedicated to products sold in the professional channel including skin, hair, nails, tools and services.
Some new areas that I noticed this year were:
Discover Green: this area was dedicated to brands that are green, Eco-friendly and organic showcasing Noval ideas in growing this market.
Boutique Powered by Cosmoprof: this was set up as a sampling bar showcasing delux premium samples from 20 brands. Attendees could select 7 samples creating your own personalised box that was wrapped up in a high end gift box. Tickets were sold to enter the boutique of which $10 was donated to The Look Good Feel Better programme. I thought this was a great idea to incorporate into our beauty expo next year.
Tones of Beauty: was dedicated to products designed for multi-cultural consumer mainly targeting hair care and make up products.
Each time I attend this show there is always a strong category trend and this year was no different. The biggest trend is male grooming products. Brands such as BigBoy, Formen and NZ own Truimp and Disaster were very popular, closely followed by organic, natural hair products and make up.
Nails were still present but not as prevalent as in previous years. With the growth of the gel revolution globally the lacquer category has somewhat leveled off.
Skincare was very small with a clear trend towards brands with a natural and organic proposition. None of the major skincare brands were present rather new brands endeavoring to make an entry into the market. I did not notice anything new or dynamic within the category.
I left the expo feeling stratified that within our industry we are in line with what is trending globally. Based on categories and brands within our market of 4.5 million people we have pretty much everything on offer.
Keep an eye out though for some quirky little brands that I did source.
Written by Terri Grace