1. style and fashion
2. beauty
3. perfume

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by Liz Barrett
WHETHER YOUÕVE ATTENDED COSMOPROF NORTH AMERICA
every year for the past decade or 2015 is your first experience, July’s
trade show in Las Vegas is shaping up to be one of the best yet,
according to CPNA marketing director Daniela Ciocan. A new showfloor layout, two new can’t-miss product sections and unique scent
36 April 2015 | beautystorebusiness.com
experiences guarantee an experience that you won’t soon forget.
Recently, Beauty Store Business sat down with Ciocan in this
first-in-print feature story to hear more about the show that never
fails to deliver, and discovered how CPNA is planning to be unlike
any other event you attend this year.
All images courtesy of Cosmoprof North America
Cosmoprof North America marketing director Daniela Ciocan unveils two
new special-product sections and exciting show experiences.
BEAUTY STORE BUSINESS:
Please give us some background on Cosmoprof North
America and why it’s an
important show to attend.
CIOCAN: CPNA (cosmoprofnorthamerica
What can attendees expect
to find at CPNA 2015 in July?
The upcoming edition will have a new
show-floor layout with three pavilions:
Cosmetics & Personal Care is devoted
to finished product sold in a retail environment—mass, masstige, specialty and
prestige; Professional Beauty covers
anything being used in a salon or spa environment—product, furniture, equipment
and solution suppliers; and Packaging,
Contract Manufacturing & Private
Label features suppliers that you would
need to develop a range of products—
package solutions, contract manufacturers,
fillers and converters.
While we are continuing with our
landmark projects DISCOVER BEAUTY,
DISCOVER BEAUTY SPOTLIGHTS, BOUTIQUE and the INTERACTIVE EXPERIENCE
AREA, we also continually look at the
marketplace for new opportunities. We
have identified two such segments, and
we will launch two new sections in 2015;
one is called TONES OF BEAUTY; the
other is called DISCOVER SCENT.
Please tell us more about
the new TONES OF BEAUTY
area. What types of products
will it contain? And who
should make a point to
check it out?
TONES OF BEAUTY was created to support a segment of the market in which
we see tremendous growth opportunities: the evolving shades and types of
beauty, showcasing novel ideas from
beauty marketers breaking boundaries between general and multicultural
beauty. We don’t see this in the old fashioned “multicultural” segment that the
market has referred to up until now, but
We already see multinationals such as
L’Oréal purchasing brands in Brazil—
Niely Cosmeticos Group—and in the
United States—Carol’s Daughter—to
round out its portfolio assortment.
Which brands can we expect
to see in the TONES OF
BEAUTY area of the show?
This is a niche of the market that caters to
consumers who have specific needs related
to their beauty routines—be it curly hair,
extremely dry skin or a mix of color shades
that require a palette with more pigment
“DISCOVER SCENT will feature
sophisticated fragrance brands
with a small retail footprint
that are looking to take their
products to the next level.”
rather as an area of explosive growth for
the coming years that appeals to races
and tones of a wide variety. You can be
white, of Mediterranean descent or Hispanic, and have the same beauty needs
in common; an example is products that
are gentle and mild to use on curly hair.
According to research from Kline & Co.,
the multicultural-beauty products market continues to outpace the growth of
the overall market for cosmetics and
toiletries, posting a 3.7% increase in
2014. The Hispanic, Asian and Black
market segments will register the highest population gains in the next 20 years,
so this is definitely a sector that will see
heated competition in the years to come.
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and variety. We searched out unique, innovative product lines that would appeal to a
sophisticated consumer, which is why we
decided to partner with love, Aunt Bonnie to
help us select only the best and most unique
products. For example, while still early in the
project phase, we have already confirmed
a few incredible brands: PhytoSpecific,
Earth’s Nectar, Hue Noir, Clique by Roblé
and Pooka Pure & Simple.
How is love, Aunt Bonnie
involved with the TONES OF
BEAUTY area?
Love, Aunt Bonnie is a global marketing
and media platform connecting brands
with the multicultural audience. It provides
We understand that the new
DISCOVER SCENT area at
the show will introduce us
to some new fragrances.
Yes indeed, we are so thrilled at the
response we had from the market.
There is a demand for niche-type luxury fragrances—according to The NPD
Group in 2014 the market added $100
million in sales in the niche-fragrance
sector. These beautiful artisanal fragrances typically have a higher price
point, better margins for those who sell
them and take minimal space to display.
The fragrances are an ideal choice for
luxury beauty retailers with a discerning
clientele, and easy to incorporate at the
point of sale where impulse purchases
are made. They require little education
compared to a skincare product and
are an easier sale to make. I’m hoping
that we can help connect our fragrance
companies with the many luxury beauty
stores, salons and spas that are in attendance at the show.
Please tell us more about
how the DISCOVER SCENT
area of the show will be set
up and what we’ll find.
DISCOVER SCENT aims to please both the
mind and the senses. Situated in a prime
location near the main show entrance,
the personalized and curated display
area will feature sophisticated fragrance
brands with a small retail footprint that
are looking to take their products to
the next level. These niche companies
can connect with specialty retail buyers,
distributors for luxury spas and highend salons, and international buyers.
Continued on page 68
Logos courtesy of Cosmoprof North America
.com) is hosting its 13th edition in Las
Vegas July 12 to 14. The show is getting
better and better through the support of
many industry contacts and companies
that have voted with their dollars to
come in year after year and exhibit at
the show, launching or showcasing their
product offerings. The event is unique in
North America as it’s the only one that
has a true international aspect; in 2014,
attendees represented 120 countries
and exhibitors represented 40 countries.
The event also has the distinction as the
only business-to-business exhibition that
covers all sectors of the beauty industry,
so it makes it a very economical proposition when evaluating which show to be a
part of: one visit allows you to see trends
across different market segments from
across the globe.
a highly-regarded subscription beauty
box singularly focused on Black and
Brown education and prides itself in
giving “facts as foundation, gorgeousness for style and reassurance to inspire
women” in the multicultural space. Its
keen expertise in this market has been
instrumental to helping us curate and
understand the best way of crafting
a program that appeals to the unique
needs of companies in this space and to
identifying the best candidates to host
in this section.
News
Famed businessman, TV personality and
Dallas Mavericks owner Mark Cuban will
return for a second consecutive year to PBA
Beauty Week hosted by CPNA in July. Last
year Cuban was the keynote speaker at the
PBA Business Forum.
Professional Beauty Association and Cosmoprof North America havenÕt detailed the
specifics of CubanÕs 2015 return so far, but
Òpromise that attendees can expect an experience no other trade show has yet to offer,Ó says
Mark Cuban
Daniela Ciocan, CPNA marketing director.
Scott Buchanan, PBA chairman, states, ÒMark is a passionate
businessman with a massive amount of success, yet he remains an
approachable and genuine advocate for all entrepreneurs. WeÕre pleased
to present business owners with a glimpse into the mind of a leading
entrepreneur and know that the takeaway for all attendees will serve as
an invaluable tool as they continue to write their brand stories.Ó
Ciocan adds, ÒThe business of beauty is always evolving, and we are
constantly brainstorming new programs for our event that will make an
impact with brands and retailers alike. WeÕre thrilled to have Mark on
board and canÕt wait to unveil how his participation will change the
game for Cosmoprof North America and PBA Beauty Week.Ó
Image from Cosmoprof North America 2014 by Armando Sanchez
CUBAN WILL RETURN TO
PBA BEAUTY WEEK, CPNA
John Paul DeJoria, co-founder and chairman of John Paul
Mitchell Systems and The Patron Spirits Co. and self-dubbed
“serial entrepreneur,” has made a substantial seed investment
in BeautyNow (beautynowapp.com), which offers consumers
across the United States a way to book all their beauty
needs from the convenience of one app—with no phone-call
confirmation necessary.
Currently, BeautyNow, founded by Kathleen Jennings in
Houston, includes more than 5,000 salons and spas, with hundreds
more on the waiting list.
This initial investment will support BeautyNow in the expansion of its booking platform by broadening its national user base
of beauty providers through a partnership with JPMS.
“While there are similar vendors in the beauty-scheduling market, BeautyNow
stands out as the innovative leader in this category,” says DeJoria. “I am excited to
work closely with the BeautyNow team to shape the company’s vision, expand product
offerings and offer marketing expertise.”
Jennings, who is also BeautyNow’s CEO, states, “I am thrilled about our collaboration with John Paul, not only from a funding standpoint but also in terms of
his unparalleled influence within the beauty industry, and the opportunity to take
advantage of existing distribution channels. BeautyNow will continue to offer a
truly seamless, easy experience for both users and beauty providers, but on an
even larger scale.”
60 April 2015 | beautystorebusiness.com
Image courtesy of BeautyNow
DEJORIA BACKS BEAUTYNOW
Continued from page 38
Featured products will include personaland home-fragrance products such as
perfumes, air diffusers, candles, scented
oils, potpourri and solid fragrances. Some
of the brands participating include Orlov
Paris, SabŽ Masson, Isabelle Ariana and
Concentration de Parfums. We are also
very excited to have a few suppliers from
the fragrance industryÑcompanies that
specialize in developing perfumes and
unique scents for personal-care products.
Given that we have almost 1,000 exhibiting companies, plus all of the companies
represented by attendees, we hope to
educate and help make the connection
that a unique scent for your product line
connects you to consumers and becomes
your personal scent-brand logo.
What is Sniffapalooza?
And how is it related to
the DISCOVER SCENT area?
Sniffapalooza is an international eventbased organization of fragrance aficionados
that originated in New York City and now
unites perfume enthusiasts from around
the world. Sniffapalooza is the creation
of Karen Dubin, who founded the group in
2002; the event has reached new proportions with the collaboration of Karen
Adams. ItÕs become a home for fragrance
lovers, a muse and a powerful marketing tool for the fragrance industry, and
world-renowned perfumers Yosh Han and
Lorenzo Villoresi have created bespoke
fragrances in honor of Sniffapalooza. The
official hosts for DISCOVER SCENTÑ
SniffapaloozaÕs Dubin and AdamsÑwere
instrumental in helping us showcase only
the most innovative products.
Will there be product
testing/sampling in any
of the new areas?
BOUTIQUE, the on-site sampling bar, will
be making a return at this yearÕs show.
Attendees are invited to select seven
samples from 20 products on exhibit with
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donations from the sale of each sample
box going to support the City of Hope.
Each sample product is specially selected
for its quality, value and uniqueness. For
attendees, itÕs a way to help a great cause
while getting some amazing products at a
fraction of the cost. For exhibitors, itÕs an
opportunity to showcase their products
in a popular, high-traffic area of the show
and get it into the hands of potential
customers. We will have an amazing
keepsake box custom-made for us by
HCT Packaging, a company recognized for
innovative packaging.
opportunity to meet face-to-face with VIPs
attending the event.
Are there show events tied
to TONES OF BEAUTY or
DISCOVER SCENT?
DISCOVER BEAUTY has grown to become
a premier destination for attendees. Year
after year they have come to expect truly
unique and innovative products on display.
Competition has also risen among brands
vying for a spot. Many familiar with the
program will start their CPNA journey at
DISCOVER BEAUTY since they trust that we
have compiled a group of must-see brands.
CPNA has so many exhibitors and so many
conferences that time constraints are often
an issue for some buyers and media. Because
of this, weÕve decided to create a specialreception event on Monday evening after the
show floor closes to allow these brands the
Are you still seeking any
exhibitors for these areas?
How should they contact you?
Spaces are filling up quickly, but interested
companies can contact us via email at
marketing@cosmoprofnorthamerica.com.
To be considered, include information
about the products youÕd like to showcase.
Please tell us about the
success of the DISCOVER
BEAUTY program.