Beauty Italian Style

By Jan Hillenmeyer | 04/22/2010 11:16:45 AM

 

The 43rd annual Cosmoprof Worldwide Bologna event just concluded and word is that the international beauty expo was the usual phenomenal success despite the unforeseen travel interruptions caused by Icelandic volcanic ash stalling European air travel.  Despite that, show organizers report that attendance was up almost 5 percent over last year.

Cosmoprof  (I’m sad to say I’ve never attended this show myself) covers the entire spectrum of beauty, but hair is, of course, front and center and this year’s headliners included Robert Cromeans, Claudio De Cicco, Rudy Mostarda, the Tony & Guy team, the Alexandre de Paris team and Carlo Bay. More than 12,000 tickets were sold to see these rock stars of international styling show off their talents in a show that doubled as a spectacular fashion runway extravaganza.

The Next Talent segment featured masters and new talents on stage together. Cosmoprof organizers constantly scout new talent and Robert Cromeans, Beppe D’Elia, Daniele Lui and Carlo Bay performed on stage with the newcomer professionals they had personally selected.

Aldo and Monica Coppola wowed a standing room only crowd as lines of spectators also watched them on a wall of video monitors.

Discover Beauty, the concept pioneered by the Professional Beauty Association and Cosmoprof North America, debuted in Bologna this year. Discover Beauty is a program that brings emerging (new and not yet on shelves) brands together with interested buyers.  The Discover Beauty Pavilion is an integral part of the Las Vegas event and was a success in Bologna as well.  New brand, Functional Lab received the Discover Beauty Award given to the brand that shows the most potential for success in the European market.  

Perfume pavilions at Cosmoprof celebrate the sense of smell and help identify the fragrances that will charm the “consumer’s nose.”

Other highlights of Cosmoprof Bologna include pavilions devoted to packaging, design and promotional creativity, spa and esthetics seminars and workshops, and the Green-volution, an area focusing on natural products and green business practices. Who is more qualified to be in the green and sustainable area of beauty than Aveda Founder Horst Rechelbacher? Horst was there as guest speaker was named a Visionary Man of Cosmoprof.

If Vanity Fair is involved, you know celebrities aren’t far behind and the Vanity Fair Pavilion brought top beauty brands together to provide personalized services for visiting celebs and journalists.  

This year, Cosmoprof Bologna introduced a nail area—its first, but one that show representatives are calling “an undisputed fashion accessory trendsetter.”

This is Italy after all, and there is always plenty of great food, wine and entertainment. The party hosted by Diesel Profumo was the after hours hit of the show.

This is an event that should be on everyone’s wish list for next year. Check out details at cosmoprof.it.


Despite interruptions in air travel, attendance at Cosmoprof Worldwide Bologna was up approximately 5 percent over last year.


Rudy Mostarda cuts and styles on stage for Davines.


Claudio De Cicco demonstrates his cutting expertise on the Framesi platform.


Popular headliner Robert Cromeans creates a whimsical look for John Paul Mitchell Systems.



Expert perfumers at Cosmoprof search for the next perfect fragrance.


The Vanity Fair pavilion gave VIPs a chance to receive personalized beauty service and products.


After hours hot spot--the party hosted by Diesel Purfomo.

 

 

 

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ABOUT THE AUTHOR: Jan Hillenmeyer

Jan Hillenmeyer is the News Editor of Modern Salon magazine.

 


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