Cosmoprof’s ambitions in the Latin American market

This year's Belleza Y Salud was held in Bogota at the end of September and the partnership between organizer Coferias and Cosmoprof event organizer Bologna Fiere resulted in an event with a more international flavor.

The partnership rmeant the addition of a seventh hall space filled with international beauty companies, mainly from Italy. Indeed, this development could spell the future direction of the event, which, if Bologna Fiere plays its cards right, is likely to end up replicating many aspects of the other international Cosmoprof events.

What the partnership meant to Belleza Y Salud ​

”The main difference this year was that, thanks to the partnership with Cosmoprof, there were another 40 international exhibitors that were added to the show, with most of the beauty companies coming from Italy,” ​said Andrea Diaz Kowalski, co-ordinator for International Alliances at Corferias, organizer of Belleza Y Salud.

Belleza Y Salud is one of the biggest events in the calendar for the beauty industry in Colombia, but it has struggled to attract international beauty businesses, which has meant it has remained more of a domestic event.

The partnership with Cosmoprof aims to change all of that, as Kowalski explains.

“One of the main strategic aims of the show organizer is to grow this event internationally and to do that we have chosen to partner with a major player in the beauty trade show industry. ​

“For us there was no better partner than Cosmoprof in the beauty sector. This is our first year of working with them and because of this partnership we have managed to double the number of international exhibitors.”​

Evolution into a more specialized show​

The organizers believe that in attracting a higher number of international businesses to the event, this will serve to enhance the opportunities for Colombian companies who exhibit, while also turning it into a more regional event, representing the Latin American market.

“Colombian businesses will now have a higher expectation of this evolving into a more professional and specialized show, while it also takes important steps towards making this more of a B2B event, which is the direction we want to go in,”​ said Kowalski.

“We want to grow the event into a destination for beauty professionals in the Americas region, including the United States, but in particular for players in the Central America and South America regions.”​

Cosmoprof Latin America​

Right now the show is a mix of beauty professionals and consumers, but what the organizers now want to do is make it more of an event for beauty professionals, to encompass suppliers, distributors and beauty professionals from every aspect of the industry.

“Our idea is to follow the model for the other Cosmoprof events around the world with the end goal of changing the name of the event to Cosmoprof Latin America in the course of the next several years,”​ said Kowalski.

Following this aim, the organizers want the event to be more clearly defined with categorized sections that follow the model for the other Cosmoprof events, including a specific emphasis on packaging and suppliers to compliment the beauty brand exhibitors.

“We are going to take baby steps towards the development of the event, ultimately creating an event that will fit in well and be a clear part of the Cosmoprof global portfolio,” ​said Kowalski.