LAS VEGAS– A trio of leading B2B trade show organizers, Informa Markets, BolognaFiere Group and the Professional Beauty Association (PBA), are joining forces in a new venture aimed at driving growth in the U.S. beauty and personal care markets. Beginning in January 2023, the newly announced joint venture will bring together industry-leading brands under the USA Beauty portfolio, headquartered in Orlando, Florida.
BolognaFiere and PBA are currently partners of Cosmoprof North America, which is being held in Las Vegas and just celebrated a successful 2022 edition this past July, with over 32,000 retailers, distributors, brands, suppliers and investors, as well as over 1,100 exhibitors. The new partnership will bring together the beauty industry’s trade show organizers and Informa Markets, a specialist in networking and growth innovation, to create a premier event format.
“The industry is asking us to commit to aligning industry leaders and we are excited to take another historic step to deliver on that commitment,” said Ed McNeill, vice president, Informa Markets, US Beauty Portfolio. “This allows our brands to deliver education, content, digital and community services at an unmatched level. By combining our resources, we can deliver the best possible experience for the beauty industry.”
Growth plans for Cosmoprof North America
The partners also plan to expand the Cosmoprof North America brand starting in 2024, bringing together beauty industry professionals in Miami, one of the fastest growing markets in the United States, and also positioning the show to serve the Latin American market.
“This agreement represents a fundamental step for the international expansion of the Cosmoprof brand,” said Gianpiero Calzolari, President of the BolognaFiere Group. “We are proud to continue to increase the growth of the beauty industry worldwide and to reinforce the prestige and value that our salons bring to the American market.”
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As part of the new joint venture, PBA, which currently produces the International Salon + Spa Expo (ISSE) in Long Beach, California, will now evolve the show to become part of Premiere Beauty’s Anaheim expansion, one of several events in the new USA Beauty portfolio. While Premiere and Cosmoprof North America have different value potential in terms of attendees, the partnership will potentially be an asset to each, providing expanded digital options and data enrichment opportunities.
“With Cosmoprof North America’s exceptional customer experience and Premiere’s best-in-class data and education strategy, this partnership will bring truly unmatched levels of quality and service to the beauty industry,” said Ken McAvoy, President of Informa Markets’ South Florida Ventures Portfolio. “Together, we can leverage the best of each brand across the entire portfolio, creating an unmatched customer experience.”
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The beauty community can look forward to expanded marketing and sponsorship opportunities, the ability to easily participate in multiple shows through multi-salon contract opportunities, enhanced support through the expanded call center, additional training opportunities and access to global markets.
“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. “The PBA is committed to supporting and promoting beauty professionals, and the partnership with Informa Markets and Markets and BolognaFiere provides best-in-class event opportunities for the industry as a whole.”
Contact Ken McAvoy at [email protected]