Three B2B fair organizers —BolognaFiere, Informa Markets and the Professional Beauty Association (PBA) –-announced a joint venture for a series of beauty events in the US beauty market.
From January 2023, BolognaFiere, Informa Markets and PBA will combine their deep beauty industry knowledge and network to create a premier event format with unrivaled reach. BolognaFiere and PBA are currently partners of the Cosmoprof North America show, held in Las Vegas, which was a resounding success in its 2022 edition. Around 32,000 retailers, distributors, investors, beauty brands, suppliers and the press connected with 1,100 exhibiting brands to discover new product launches and facilitate business.
As part of the new joint venture, PBA, which currently hosts ISSE in Long Beach, will now evolve the show to be part of Premiere Beauty’s expansion to Anaheim, one of many events in the new USA Beauty portfolio.
Starting in 2024, the joint venture partners will also expand the Cosmoprof North America brand, bringing together beauty industry professionals in Miami, Florida, which will also be well positioned to serve the Latin American market.
While Cosmoprof North America and Premiere have different value propositions for attendees, by teaming up, the three organizations are able to better leverage the power of the two industry-leading brands, delivering more digital offerings. data and data enrichment opportunities in the US beauty industry.
The joint venture will bring together the brands in the USA Beauty portfolio, headquartered in Orlando, Florida, led by industry veteran Ed McNeill, with Meredith Loza and Marco Labbate, heads of marketing and sales, respectively, in cooperation with the sales and marketing teams of BolognaFiere Cosmoprof. An expanded call center is also expected to be launched in Orlando to support the US portfolio.
“Combined with Cosmoprof North America’s exceptional customer experience and Premiere’s best-in-class education and data strategy, this partnership will bring truly unparalleled quality and service levels to the beauty industry,” said Ken McAvoy, Chairman of Informa Markets’ South Florida Ventures portfolio. “Together, we can leverage the best of each brand across the entire portfolio, creating an unparalleled customer experience.”
“The agreement is a fundamental step for the international expansion of the Cosmoprof brand”, added Gianpiero Calzolari, president of the BolognaFiere group. “We are proud to continue to expand the growth of the beauty industry worldwide and build on the existing prestige and value that our shows bring to the U.S. market.
“We are delighted to announce this partnership,” said Enrico Zannini, General Manager of BolognaFiere Cosmoprof. “Together with Informa Markets and PBA, our trusted partners, we will bring more business and educational opportunities to the American beauty industry, supporting the industry in its growth and delivering more value to our customers.”
“This partnership is a tremendous opportunity for continued growth for all sectors of the beauty industry,” said Nina Daily, executive director of the Professional Beauty Association. “PBA is committed to supporting and elevating beauty professionals, and the partnership with Informa Markets and BolognaFiere provides the best event opportunities for the industry as a whole.”
“The industry has asked us for our commitment to aligning industry leaders and we are excited to take another historic step toward fulfilling that commitment,” said Ed McNeill, vice president of Informa Markets, US Beauty. Portfolio. “It positions our brands to deliver education, content, digital and community at an unparalleled level. By combining our resources, we can provide the best possible experience for the beauty industry.
The beauty community can expect greatly expanded marketing and sponsorship opportunities, the ability to easily participate in multiple shows through multi-salon contract opportunities, better support through the expanded call center , additional educational opportunities and access to global markets.
This partnership is historic for the American beauty industry, bringing the best business opportunities, education, connection and innovation to cities across the country, under one umbrella.
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Originally posted on Modern Salon