The promotion strategy of the Cosmoprof Worldwide Bologna network is obtaining highly positive results, thanks to a road show program presenting the exhibition in international key markets.

The 2018 edition of the leading international trade fair dedicated to cosmetics and beauty is being promoted worldwide with the support of the Italian Ministry of Economic Development and ITA – Italian Trade Agency, and in partnership with Cosmetica Italia – Personal Care Association. Over 600 participants attended the first 7 stages of the program: South Korea (Seoul on September 18 and 19), Thailand (Bangkok on 3rd and 4th October), Malaysia (Kuala Lumpur on October 5 and 6) , Ethiopia (Addis Ababa from October 5 to 7), Vietnam (Ho Chi Minh on 11 and 12 October), Russia (Moscow, 24 to 26 October), Jordan (Amman on 29 and 30 October).

Presentations of Cosmoprof Worldwide Bologna 2018 involved distributors interested in increasing overseas the presence of local products, importers looking for international brands to be introduced on the domestic market, companies wishing to evaluate any international development of their own business, retailers interested in new collaborations, and local press. New institutional and commercial contacts emerged, with very positive effects on the trade shows in Bologna, Las Vegas and Hong Kong. It was also possible to analyze the characteristics of each market, in order to find appropriate solutions to the specific needs, with ad hoc initiatives during the Bologna event.

In South Korea the presentation of Cosmoprof Worldwide Bologna has been followed with great interest by manufacturers, purchase directors of the many department stores in the country, distributors and press specialized in representing the Korean cosmetic industry, which has gained a leadership position in recent years in the most relevant international markets. The road show in Seoul was very important for the activation of new distribution
channels and new collaborations, which will further enrich the next edition of Cosmoprof in Bologna, with a special focus on retail and digital technologies.

The spa sector has been the focus of the meetings in Thailand and Malaysia, and the ongoing initiatives at Cosmoprof Worldwide Bologna 2018 for the spa and wellness centers arose the interest of industry associations and companies interested in exporting local products and trends, as well as in introducing in their country new items, still unknown in Asia.

In Ethiopia, there are many elements revealing the country’s potential in the beauty sector: with steady growth in the middle class and a stable political and economic situation, the country can aspire to an important position on the African continent, along with more affirmed realities such as South Africa or Nigeria. This first presence of Cosmoprof Worldwide Bologna in Ethiopia was linked to the Fashion Week Hub of Africa in Addis Ababa, of which Cosmoprof was a cosmetic partner. Aim of the collaboration, putting the spotlight on make-up, which is becoming more and more attractive in this country thanks to the growth of training schools, beauty bloggers, make-up artists
and spa center chains that offer all kinds of beauty treatments.

In Russia, Cosmoprof and Cosmetica Italia – Personal Care Association presented the next edition during the leading international beauty conference organized by the Russian Cosmetic Association – a unique opportunity which helped to involve the major Russian companies and buyers in the sector. From the market research prepared by ITA, a growth of 5% for the cosmetics industry is expected in 2017: the recovery of the Russian economy will bring for the next three years a revaluation of the premium segment and a dynamic increase in male and organic cosmetics. That is why the main Moscow department stores are expected to visit Cosmoprof Worldwide Bologna.

Manufacturers, importers and local authorities attended the presentation of the next edition of Cosmoprof Worldwide Bologna in Jordan. In the country, the economic situation is suffering from political difficulties in the Middle East, and the cosmetic industry is also affected by the lack of funds for research and technological development. The participation in Cosmoprof Worldwide Bologna can represent for the country an opportunity for economic growth for the entire beauty segment.

There are still many suggestions and solutions to be collected in new markets. In the coming weeks, Cosmoprof will be presented in Kazakhstan (Almaty, on 22 and 23 November), Tanzania (Dodoma, on November 30 and December 1) and Mozambique (Maputo, from 7 to 9 December).

www.cosmoprof.com