link to article - Liz Barrett, Author of Pizza

READY,
SET,
Cosmoprof North America is
just about here, and CPNA
marketing director Daniela
Ciocan has last-minute tips
for all who attend.
by Liz Barrett
76 July 2015 | beautystorebusiness.com
MONTHS OF PLANNING HAVE LEAD UP TO THE BEAUTY EVENT
that will host almost 1,000 exhibitors and see nearly 25,000 beauty
professionals from more than 100 countries converge at the Mandalay
Bay Convention Center in Las Vegas July 12 to 14. Whether you’re
attending for the new products, the networking opportunities, the
education or all three, this year’s Cosmoprof North America show will
not disappoint. Over the past few months in Beauty Store Business we’ve
talked with CPNA marketing director Daniela Ciocan as she’s divulged
details about various aspects of the show—from special product
sections to education and more. This time around Ciocan shares some
of her own inside tips for getting the most out of your CPNA experience.
Images courtesy of Cosmoprof North America
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Beauty Store Business: With
the show almost upon us,
can you please share your
top insider tips for navigating
the show floor?
CIOCAN: Start planning early and
bring comfortable shoes.
Make sure to download the Cosmoprof North America app so that you can
easily find your way and locate exhibitors
that meet your criteria.
To make the most use of time, don’t
forget to request meetings with exhibitors in advance through our 1-to-1 Beauty
Matchmaking online service.
While on-site stay connected to all
the happenings by following us on social
media, including #cosmoprofna.
What are some of the
must-sees at this year’s show?
The Interactive Experience Area, including the Interactive Technology Area, is a
must-see as it provides a unique opportunity to learn through interaction and
immerse in a unique sensorial experience.
Can you reveal any information
about how many companies
have entered to participate
in the Beauty Pitch?
We won’t confirm how many companies
entered, but it was significant and we had a
terrific turnout. We were thrilled to see the
quality and diversity of submissions—it’s
clear the entrepreneurial spirit is alive and
well. From devices and mobile apps to skincare and haircare products, we had a great
deal of beauty-product diversity to chose
from—which made the entries particularly
interesting and exciting for our judges.
What is the Interactive
Experience Area? And
what is the best way to
take advantage of it?
The Interactive Experience Area, which
includes the Interactive Technology Area,
gives exhibitors and attendees an opportunity to learn through interaction. The Interactive Experience Area is a multi-sensorial
area where color, music and smell deliver a
totally personalized experience.
“The Interactive Experience Area
is a multi-sensorial area where color,
music and smell deliver a totally
personalized experience.”
All of the special areas such as DISCOVER
BEAUTY, DISCOVER BEAUTY SPOTLIGHTS,
TONES OF BEAUTY, DISCOVER SCENT,
EMERGING BEAUTY [in two separate areas]
and BOUTIQUE should also be on the list
since they feature handpicked, unique,
up-and-coming beauty brands.
Since we last spoke there
have been additional judges
added to the Beauty Pitch
session. Please tell us more.
Providing another dimension to the competition and national exposure, we’ve included
two leading journalists from major consumer
magazines Inc.com and Martha Stewart Living. Neil Parmar, columnist for Inc.com, covers
entrepreneurship, technology and start-ups,
and Melissa Goldstein, beauty and lifestyle
director for Martha Stewart Living and
Martha Stewart Weddings, will participate.
The Interactive Technology Area allows
exhibitors and attendees to find the latest
digital tools to connect with consumers.
Which first-time exhibitors
should our readers keep an
eye out for and why?
There are so many exciting first-time exhibitors at the show, and I highly recommend
going through all of the special areas to get
a good glimpse. A few to point out would be:
Dr. Russo Sun Protective Skincare, which
is a globally patented, wash-on technology
and delivery system that features the first
FDA-approved facial cleanser, shower gel
and hand soap with broad spectrum SPF 30.
With men’s beauty products on the rise,
we are also pleased to have ManCave
Grooming, the supreme-performance, natural, men’s grooming range with a premium
fragrance, and Men Rock, a premium United
78 July 2015 | beautystorebusiness.com
Visit the
BOUTIQUE
What’s a visit to Cosmoprof North
America without a visit to the
BOUTIQUE?
CPNA marketing director
Daniela Ciocan says that CPNA’s
on-site sampling bar allows
attendees to customize and
curate their own keepsake box.
“Attendees select seven
products out of the 20 on display
in return for a $10 donation that
goes to the City of Hope,” states
Ciocan. “They receive a limitededition keepsake box provided by
the HCT Group, which is made
out of tin with an attached lid and
a sliding paper sleeve designed to
look like a lunchbox.”
Some participating brands
and products in the BOUTIQUE
this year include:
Be A Bombshell Cosmetics: Eye Base
Bonita Colors: Velvet Lip Cream
ClariSea: Rapid Detox Charcoal Exfoliant
Cosmopack Mascara (developed by
ancorotticosmetics.com and brivaplast.
com): Curling Mascara
Daily Concepts: Facial Micro Scrubber
DeMert Brands: Ultra Shaping Plus
Finishing Spray
Derma E: Microdermabrasion Scrub
Dermovia: Calming Chamomile
Individual Masks
Earths Nectar: Mint Leaves Scalp Oil
Invisibobble: Wild Whisper
Mastey: Leave-In Oil Treatment
Nanokeratin System: Reinvent
Leave-in Conditioner
Peter Lamas: Chinese Herbs Stimulating
Shampoo
Pharmagel International: Hand Therape
Sanitizer
Royal Apothic: Wee Cremes
Spongelle: Wild Flowers Body Wash
Infused Buffers
Timelesstruth: Functionality
Charcoal Mask
Kingdom collection of shaving- and beardgrooming products.
The equivalent to shapewear for
your face, Dermovia, is also introducing
the Lace Your Face Mask collection—
the only skincare treatment featuring
LaceTex gauze-compression shapewear
that allows full mobility while delivering
transforming treatment to radically lift
and restore healthy, beautiful skin.
DISCOVER
BEAUTY &
DISCOVER
BEAUTY
SPOTLIGHTS
Two of the most anticipated
sections at every CPNA show
are the DISCOVER BEAUTY
and DISCOVER BEAUTY
SPOTLIGHTS sections, which
introduce attendees to new and
unique beauty brands.
Listed here is a sneak peek of
the brands you can expect to see
in these highly-trafficked CPNA
special show areas.
DISCOVER BEAUTY featured
brands for 2015 are:
Balanced Guru; Cane+Austin;
ClariSea; Daily Concepts;
Doll Face; Dr. Russo Sun
Protective Skincare; Fabyline;
Goldfaden MD; Juara Skincare;
Karora Cosmetics; L’eclisse
Cosmetics; LifeCell; LightStim;
Londontown; ManCave
Grooming; MD Solar Science;
Men Rock; NaturChem; Royal
Apothic; Skin Research
Laboratories; Static Nails;
TruActivs; TRUE Isaac Mizrahi.
DISCOVER BEAUTY SPOTLIGHTS
featured brands for 2015 are:
12 Benefits; Ayres, beautisol;
Blu Seth Farms; CEW; Cheryl
Lee MD Sensitive Skin Care;
Cosmoholic; Dermovia; Dollup
Beauty; Ella + Mila; Fallene;
Figs & Rouge by whatsHOT!;
Flickable; Florapy Beauty; Gloss
Moderne; Hey Honey; Layla
Cosmetics; Maya Chia; Naturally
Bare; Simple Sugars; SoCozy;
Sole Serum; Spongelle; Tassel; Z
Skin Systems.
How are you using social
media to engage CPNA
attendees before and after
the event?
This year CPNA embarked on a multichannel social-media strategy to spotlight
exhibitors and their products before,
during and after the event. With thousands of beauty products on display
and unveiled for the first time at CPNA,
exhibitors throughout the show. The
Trendscouts will also select their top
100 exhibitors at the end of the show
so follow CPNA to find out who was
selected. This yearÕs Trendscouts include:
Cox [@stacycoxbeauty], Romy Schorr
[RomyRaves.com], Jennifer Chan [E!
News beauty and style expert], Andrea
Arterbery [TheGlamazons.com] and Susan
Yara [MixedMakeup.com].
Follow CPNA for all of the updates on
Twitter: @cosmoproflv, Facebook.com/
cosmoprofnorthamerica, Instagram/cosmo
profna/ and YouTube/cosmoprofna/.
For those unable to
attend, will any events
be streamed online?
Follow CPNA on Twitter and Instagram
using #cosmoprofna to see the latest on
exhibitor product launches and recaps
from the show posted by our Trendscouts
team, visitors and exhibitors alike.
Top online influencers attending the
show as part of the Beaut-E Zone will post
at the end of each day a ÒDaily Best in
BeautyÓ recap featuring unique exhibitors.
ÒThe Interactive Technology Area
allows exhibitors and attendees to
find the latest digital tools to
connect with consumers.Ó
magazine, the TODAY Show, Daily Makeover, Beauty High, Your Tango and many
more. She will be live, tweeting select
product reviews to her beauty-centric
audience. Exhibitors will get a chance to
obtain a video clip that will be posted on
the CPNA YouTube channel after the event.
The Beaut-E Zone is another designated
social-media destination where exhibitors and attendees can meet Bankson
[@DiamondsAndHeels14], Jessica Scull
[LoveForLacquer.com], Patrice Yursik
[Afrobella.com], Aprill Coleman [Glitter
GlossGarbage.com] and Manal Shaikh [@
WakeUpAndMakeup]. The Beaut-E Zone
representatives will also provide their
favorite brands from the day in their
ÒDaily Best in BeautyÓ report.
Lastly, we will have Trendscouts
walking the show and tweeting about
Plus, the North American Hairstyling
Awards [NAHA 2015] will be streamed
online. The special event will celebrate
todayÕs great beauty artists in the most
prestigious photographic beauty competition in North America. NAHA is proud
to spend the past 26 years recognizing the beauty industryÕs most-talented
artists in hair, makeup andÑnew this
yearÑnails. This yearÕs star-studded
awards ceremony will feature amazing
artistic presentations, special celebrity
guests, the hottest trends on the runway
and endless amounts of inspiration.
What is the Beacon program?
The Beacon program provides the nationÕs
most-promising cosmetology students
with education and opportunities to network with the industryÕs highest-profile
80 July 2015 | beautystorebusiness.com
Become a Star!
TV-shopping auditions will return to Cosmoprof North America on July 13
with a chance for prescreened and preregistered exhibitors to attend a casting
call with leading TV shopping channels EVINE, HSN and QVC. For more
information, visit cosmoprofnorthamerica.com.
Tickets & Information
Still need tickets to Cosmoprof North America? Purchase event tickets online
at cosmoprofnorthamerica.com or via phone, 800.310.7554 (240.439.2554
outside the United States).
The Spirit of Life Award Gala tickets are available through CityofHope.org.
A complete exhibitor list and show/education guide are available at
cosmoprofnorthamerica.com.
salon owners, professionals and stylists
during PBA Beauty Week, hosted by
CPNA. Beacon students attend specialized classes with the biggest names in
the industry, get up close and personal
with NAHA winners and finalists, and
get a firm understanding of the business
of beauty.
What was your biggest
challenge in putting this
yearÕs CPNA show together?
And what are you looking
forward to the most?
Every year itÕs a challenge to meet growing industry demand, and IÕm looking
forward to seeing all of our special areas
come together.
What is the theme for this
yearÕs Spirit of Life Award
Gala? And who will be
receiving the award?
The Spirit of Life Award is presented to
individuals who exemplify the ideals and
values that have guided the City of Hope
for a century, and whose professional and
humanitarian accomplishments are worthy of celebration. The 2015 Spirit of Life
Award Gala will be honoring Steve Goddard, founder and president of PRAVANA.
This yearÕs theme is ÒROCK the CURE.Ó
On May 18 salons across America
engaged in a national cut-a-thon and
donated a portion of sales for salon
services performed that day to the City
of Hope. The national cut-a-thon was a
chance to stand together as salon professionals and fight back against cancer
to find a cure.
Those attending the dinner will be
supporting this drive with a portion of
the proceeds going back to the cause.
That being said, the most challenging
task would probably be putting together
the Interactive Experience and Technology
Areas, as both involve a great deal of
planning and preparation. First, we identify a theme, then we marry the theme
with affiliate partners who can provide a
unique and educational experience and,
finally, we put it all together in a display
that engages and educates visitors. Ultimately, it will be a showstopper, and I am
thrilled to see it come to life. ■
Liz Barrett is an Oxford, MS-based
writer and author of Pizza: A Slice of
American History.
Images courtesy of Cosmoprof North America
the program gives online influencers
access to virtually endless content for
their audiences, exhibitors unmatched
visibility and attendees a preview of
whatÕs to come.
Before the show doors open, exhibitors are able to send product to be
reviewed by one of three online influencers: Stacy Cox [The Dr. Oz Show, E! News,
The View, The Style Network, OWN],
Daniel Chinchilla [makeup artist for Ariana
Grande and more] and Cassandra Bankson
[leading YouTube superstar] for our See It
@ CPNA video shoots.
Videos featuring select participating exhibitors are live on the CPNA
YouTube channel as well as on the websites and social-media platforms of
participating reviewers.
Those who missed out on the pre-show
activity can also bring their products onsite to the CPNA Beaut-E Reviews desk,
where beauty and lifestyle expert Aly
Walansky will host exhibitor demos and
presentations. Videos will be posted
online throughout August. Walansky
writes about beauty for Women’s Health