Cosmoprof Bologna 2011

By Maggie Mulhern | 03/22/2011 2:10:00 PM

 



Today is the last day of Cosmoprof Bologna 2011.  This five day EVENT in the gorgeous medieval city of Bologna, Italy, is one of the most wild of all the shows I have ever attended. Reportedly the largest professional beauty show in the world, I would find it hard to believe it’s NOT.

More than 100,000 people have visited so far from every country spreading out through the 20 plus “pavilions”. These structures are enormous (many multi-leveled) buildings covering acres and acres and ACRES of displays, demos, machines, models….phew…it’s endless. There are several double decker buses shuttling people around. Attendees can be found in the “decompression rooms” (seriously…they have them) rubbing their feet or attending to blisters.

It should take a conscientious visitor DAYS to just see everything here…assuming one doesn’t stop for a cappuccino or a conversation. There are building….BUILDINGS…devoted to equipment, other buildings to machinery (labeling, bottle filling, etc.),  2 buildings for NAILS alone, and an entire floor for additional hair!

Forget about the spa buildings. That is a HUGE category at Cosmoprof. HUGE! It is shocking and impressive what inventors and engineers are coming up with for anti-aging and relaxation. There are mini saunas, stone tables, ultrasound equipment (that is apparently more important than ever), neon colored gel beds, LOTS of tanning equipment, spa fashion and so much more.

A salon visitor could/should spend DAYS alone in the MANY "hair" buildings learning more about the latest color, cut, smoothing treatments, styling services, tools and products. "Booths" are absolutely enormous, most with stages, platforms, multiple educators and shows. Famed hairdressers are everywhere either educating or checking out what others had to say. Yesterday I bumped in to Umberto Savone of Umberto's of Beverly Hills who told me he goes every year to learn the latest and greatest for his staff and clients. 

The biggest crowds:

-There was almost a riot outside Anthony Mascolo’s (for TIGI) theater presentation when the room started to overflow and security had to come in for crowd control.

-The vast Babyliss “booth” hosting enormous crowds (for reasons other than the large wheel of parmesan cheese). Turns out the Volare blow dryer featuring powerful Ferrari technology in its “engine” is one of the hottest appliances in Europe these days.

-The almost scary pressing of people at the Carlo Bay booth where MODERN SALON MEDIA was conducting a photo shoot on Sunday with the famed Carlo. It really was a bit dangerous. Maybe it wasn’t such a great idea conducting a session on the floor of the show, but it was tough to find time to shoot with this salon owner (he has 25 across Europe), school owner, platform artist and product manufacturer.

 
 Crowds formed to learn more about the Babyliss Pro Volare 2 Ferrari Dryer.

 

 

 

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ABOUT THE AUTHOR: Maggie Mulhern

Maggie Mulhern is the Beauty & Fashion Director at Modern Salon magazine.

 


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