Education Overview - Cosmoprof North America

COSMOPROF NORTH AMERICA 2015
EDUCATION OVERVIEW
SATURDAY, July 11th, 2015
Tour Las Vegas’ Best Beauty Retailers
11:00 a.m. – 4:00 p.m.
Venue: Mandalay Bay Reef E (2nd Floor)
Price: $200 | PBA Member $175
Speakers: Karen Dubin, Founder/CEO, Sniffapalooza; Karen Adams, COO, Sniffapalooza; Marcia Gaynor, DMM,
Prestige Beauty, Walgreens, and Marc Birenbaum, Sr. Editor of Beauty Store Business Magazine
Join us for a behind-the-scenes look into Las Vegas' best and most diverse beauty retail environments on this special
guided tour with Marc Birenbaum of Beauty Store Business Magazine. Guests will gain innovative tips on how to run a
successful retail business while visiting the dynamic and unique beauty landscape of this spirited city. Included on the
itinerary are specialty boutique Skins 6|2, popular mass-market beauty concept New Look Boutique at Walgreens, and
all-inclusive beauty destination LOOK Style Society at Town Square. Marc will also share an in-depth overview of
signage, displays, merchandising, impulse-buy displays and product placement. Truly fulfilling the mind and the
senses, this multi-sensory tour will also include an exclusive opportunity to join in an event with Sniffapalooza's Karen
Dubin and Karen Adams, who will create a fragrance and chocolate pairing for attendees to experience scents in a
new way.
Beauty Business Start- Up: 7 Things You Have to Know Before You Launch
1:00 p.m. – 4:00 p.m.
Venue: Mandalay Bay Reef B (2nd Floor)
SOLD OUT
Speakers: Karen Young, CEO, The Young Group and Lauren Freedman CEO, Clé Global Cosmetic Services, LLC.
Did you know that 80% of all beauty brand start-ups fail? Did you know that last year, there were over 14,000 new
beauty products that were introduced into the market and less than 1,800 exist 1 year later? Find out what it takes to
be among the successful 20% in this session lead by two leading beauty business experts who will guide attendees
through the 7 Things you have to know before you launch your brand. From financing and finding investors to
determining distribution and proper selling channels to pursue, get the dollars and cents perspective of business startups. Obtain a greater understanding of the relationship and timeline between product and package development. Gain
tips for marketing your brand and building the company's infrastructure. In the end, walk away from this session with a
virtual "tool box" of knowledge, skills and resources that will help set the table for success.
SUNDAY, July 12th, 2015
Are Your Marketing Claims Getting Unwanted Attention?
1:00 p.m. – 2:30 p.m.
Venue: Mandalay Bay Reef B (2nd Floor)
Price: $65 | PBA or ICMAD Member $50
Moderator: Pamela Jo Busiek, President and CEO, ICMAD
Speakers: Sharon Blinkoff, Attorney, Locke Lord LLP; Annie Ugurlayan, Senior Staff Attorney, National Advertising
Agency; Ed Glynn, Partner, Lock Lord, LLP; Marian Gahagan, Corporate Counsel Merle Norman Cosmetics, Inc.
Today's science and technology allows for more effective solutions and product features than ever but also creates
challenges and confusion when companies communicate them. Product marketing claims are important for
differentiation and the businesses bottom-line. However, it's important to understand the guidelines associated with
making claims. The rules and regulations have recently gained more attention from consumers, media, government
agencies and scientist community. What are the boundaries and what can one legitimately say, advertise and put in
print to inform consumers? Hear leading experts' take on the matter. This session will give you the tools and
perspective to keep you on the positive side of the marketing claims debate.
Get The Deal: How To Engage Investors!
1:00 p.m. – 2:30 p.m.
Venue: Mandalay Bay Reef E (2nd Floor)
Price: $65 | PBA Member $50
Moderator: Neil Parmar, Journalist, INC
Speakers: Katie Fitzgerald, Manager, Business Development, CircleUp; Lou Marinaccio, Managing Director, North
Castle Partners; Diane Miles, Operating Partner/CEO, TSG Consumer Partners; Janet Gurwitch, Operating Partner,
Castanea and Founder/Former CEO, Laura Mercier Cosmetics
What does it take to succeed in business? The lifeblood of the beauty industry lies in the creative entrepreneurs who
are driven by passion and innovative ideas that connect with consumers... entrepreneurs who then find themselves in a
position of needing to raise capital and bring in top level expertise to fuel their growth. Today's market offers many
options to securing funding; whether you want to learn about what it takes or what options you can explore, this panel
featuring seasoned investors focused on the beauty space representing successful VC's with a wealth of experience to
share.
The Future Of Luxury: What, Where and How
3:00 p.m. – 4:30 p.m.
Venue: Mandalay Bay Reef E (2nd Floor)
Price: $65 | PBA Member $50
Moderator: Brooke Carlson, SC. D. Professor & Industry Expert, Fashion Institute Of Technology
Speakers: Amanda Bopp, Account Director, Consumer Insights & Analytics, Dunnhumby; Thomas A. Reedman,
Global Marketing Director, Kiehl’s Since 1851, L’Oreal USA; Corey Moran, Director, US Marketing, Marc Jacobs,
COTY
Traditional luxury codes are being challenged by premium mass brands and retailers, and millennials are shifting the
categories and experience that will define future luxury consumption. With the emergence of China as the world's
largest luxury market, there is a seismic shift in global influence, as luxury brands have traditionally been either
European or Japanese. This session will re-examine the 21st century ideals and definition of luxury, delve into the new
luxury consumer mindset, uncover where the epicenters of global luxury are likely to exist and highlight a sustainable
and scalable business model for the future of luxury brands and luxury retail experience. Typically reserved for alumni
and guests, The Fashion Institute of Technology (FIT) will present its Cosmetic and Fragrance Marketing and
Management Capstone 2015 program findings on these topics exclusively at Cosmoprof North America.
Telling the Brand Story Through Packaging
3:00 p.m. – 4:30 p.m.
Venue: Mandalay Bay Reef B (2nd Floor)
Price: $65 | PBA Member $50
Moderator: Jamie Matusow, Editor In Chief, Beauty Packaging Magazine
Speakers: Ben Bennett, Creative Director, Hatch Beauty; Nick Gardner, Vice President, HCT; Lauren Wolk VP, of
Sales; Jerrod Blandino, Creative Director, Too Faced
According to most marketing gurus, brands are built around the major 4 P's: price, promotion, place and product.
However, this rule should be updated to reference 5 P's and include packaging. As an initial introduction into the brand
and often its sole differentiation on store shelves, packaging is critical to a brand's story and distinct positioning in the
marketplace. Today's technologies have advanced significantly, and manufacturers have incorporated some
revolutionary strategies to literally change the look and feel and the functionality of their product packaging. From
unique decorative effects and multi-dimensional, tactile surface treatments to innovative shapes and new materials, the
possibilities are nearly endless. What are some successful strategies that you can adapt in your brand development to
establish a stronger visual identity and cut through the competitive clutter? This conference will present three unique
points of view: that of the designer (Hatch Beauty), the manufacturer/brand (Goldfaden MD, Too Faced) and the
supplier (HCT Packaging) whose job is to deliver on the promise.
Monday, July 13, 2015
[BSB] Beauty Gone Viral: The Online Influencers
11:00 a.m. – 12:30 p.m.
Venue: Mandalay Bay Reef E (Second Floor)
Price: Complimentary access to registered show attendees
Moderator: Marc Birenbaum, Sr. Editor, Beauty Store Business Magazine
Speakers: Patrice Yursik, Beauty Blogger; Manal Shaikh, Media Director & Popular Nail Artist; Jessica Scull, Beauty
Blogger; Cassandra Bankson, Model and Online Personality; Aprill Coleman; Beauty Blogger & Freelance Writer
Discover the reality of the digital age for Millennial consumers and the beauty experts behind this phenomenon. Brands
are being out-engaged by YouTube influencer content, and they are being completely out-produced by these
influencers. The content these women are creating is excellent and authentic. With an estimated 1 billion unique
visitors each month watching 6 billion hours of video, YouTube's reach is undeniable. Join these five beauty experts as
they discuss this growing media channel and how video plays a massive part of communication for beauty brands.
Seamless Omni-Chanel Retailing: A Must in the Digital Age
11:00 a.m. – 12:30 p.m.
Venue: Mandalay Bay Reef B (Second Floor)
Price: $65 | PBA Member $50
Moderator: Faye Brookman, Contributing Editor, Women’s Wear Daily & Co.
Speakers: Carrie Mellage, Vice President, Consumer Products, Kline & CO; Jeff Askenas, VP DMM Beauty, Kohl’s;
Julie Tomasi, SVP of Merchandising, Ulta Beauty; Prama Bhatt, VP of E-Commerce, Ulta Beauty
The adoption of a multi-channel selling platform has been one of the most widespread trends becoming a "virtual
necessity" to reach shoppers where and when they want to buy. Remove the friction is the mantra. Today's retail store
must deliver infotainment dovetailed with technology to aid in getting and processing the transaction. Web-based
platforms are required to be interconnected with all social channels providing editorial content and inspiration to
encourage consumers to not only place items in shopping carts - but also complete their purchase with one easy click.
Learn from the industry's foremost experts and retailers about how they are preparing for the future of a seamless
union of content and commerce and what steps need to be taken to ensure an environment that is competitive and
dynamics.
Failing Smart: Turn Mistakes Into Business Strategies
1:00 p.m. – 2:30 p.m.
Venue: Mandalay Bay Reef E (Second Floor)
Price: $65 | PBA Member $50
Moderator: Andrea Nagel, VP Content, CEW, Beauty Insider
Speakers: Mike Indursky, CEO, Bliss Cosmetics, Nonie Crème, Founder, Colour Prevails; Elana Drell Szyfer, CEO,
Laura Geller Cosmetics
Many beauty executives will agree that the road to success is lined with speed bumps, having experienced both the
ups and downs of building a brand. Along the way, they've had to be nimble, quickly turning their pitfalls into learnings.
In this panel, Failing Smart: Turn Mistakes Into Business Strategies, some of beauty's top executives will share how to
transform business don'ts into do's and why making mistakes is critical to success.
Achieving Cult Status: Keys to Success
3:00 p.m. – 5:00 p.m.
Venue: Mandalay Bay Reef B (Second Floor)
Price: $65 | PBA Member $50
Moderator: Simon Pitman, Senior Editor, Cosmeticdesign.com
Speakers: Amy Levin, Founder, Collegefashionista.com; Liliana George, Executive Director, The Estee Lauder
Companies; Paul Ireland, Vice President, Takasago International Corporation
It is no secret that consumers are infinitely more knowledgeable and discerning these days, which is why getting every
last detail of a new cosmetic product absolutely right is crucial. During this pivotal session experts in the creation,
development and formulation of some of the most successful cosmetic brands in the world will lift the lid on how to do it
properly. Attendees will discover how to create cult products that can seduce customers for life through targeted
branding of products that are functional, sensual, luxurious and almost too good to put down. This session could be the
key to your future success, making it unmissable.
Tuesday, July 14, 2015
Your Brand’s Digital DNA: Capturing Meaningful Connections
11:00 a.m. – 12:30 p.m.
Venue: Mandalay Bay Reef B (2nd Floor)
Price: $65 | $50 PBA members
Moderator: Brooke Carlson, Sc. D. Professor and Industry Expert, Fashion Institute of Technology
Speakers: Manal Shaikh, Social Media Director & Popular Nail Artist; Conor Begley, Co-Founder & President, Tribe
Dynamics; Doreen Bloch, CEO & Co-Founder, Poshly.com; Anastasia Soare, Founder & CEO, Anastasia Beverly Hills
In a super competitive beauty market, how can social media propel small start-ups to the upper reaches of the internet
stratosphere where their rankings surpass that of multinational brands and create loyal engaged consumers? The
answer may be not in what one's brand is but rather what others do. Learn how to identify and promote both internal
and external quality material to gain new followers and provide fresh content to your community. Creative content and
constant communication leads to engaged followers who repost and share, that being ultimately the most valuable
sought after 'internet' currency. Get the inside scoop from hyper-connected social media stars who amassed millions of
followers translated into real business equity.
Are You Ready to Import Into the USA?
12:00 p.m. – 1:30 p.m.
Venue: Mandalay Bay Reef E (2nd Floor)
Price: $105 | PBA & ICMAD Members $90
Moderator: Pam Busiek, President, ICMAD
Speakers: Sharon Blinkoff, Attorney at Law, Locke Lord, LLP; Craig Weiss, President, Consumer Product Testing
Company; Ian Ginsberg, President, C.O. Bigelow
The US cosmetics market is evaluated at $12 Billion. While the opportunities are plenty, starting out with a realistic
objective and following the proper path to ensure legislative and regulatory compliance are keys to achieving success.
What needs to be registered with the FDA? What claims can you make and does your labeling adhere to current laws?
What is the distribution landscape like? Who are the key players and what are the realistic expectations and costs of
doing business in the US? Walk away with a clear understanding of what you need to do first and a checklist
developed by PBA & ICMAD.
Organizer:
Cosmoprof North America is organized by North American Beauty Events LLC a joint-venture company between BolognaFiere Group
and the Professional Beauty Association.
BolognaFiere Group, the world’s leading trade show organizer in the cosmetics, fashion, architecture, building, art and culture sectors, features in
its portfolio more than 80 exhibitions, both domestic and international, among which Cosmoprof, an international platform with events in Bologna
(established 1967), Hong Kong (established 1996) and Las Vegas (established 2003). BolognaFiere is also official partner of EXPO MILAN 2015
to realize the themed area Biodiversity Park. www.bolognafiere.it
The Professional Beauty Association (PBA) advances the professional beauty industry by providing our members with education, charitable
outreach, government advocacy, events and more. PBA is the largest organization of industry professionals with members representing salons and
spas, distributors, manufacturers and beauty professionals/NCA. Visit probeauty.org or call 800.468.2274 (480.281.0424) to learn more.