LAS VEGAS – A trio of top B2B trade show organizers — Informa Markets, BolognaFiere Group and the Professional Beauty Association (PBA) — are joining forces in a new venture to boost growth in the U.S. beauty and personal care markets. Beginning in January 2023, the newly announced joint venture will combine the industry-leading brands under the USA Beauty portfolio, to be headquartered in Orlando, Fla.
BolognaFiere and PBA currently partner on the Cosmoprof North America show, held in Las Vegas, which just reported a successful 2022 edition this July, featuring more than 32,000 retailers, distributors, brands, suppliers and investors, as well as more than 1,100 exhibitors. The new partnership will bring together the powerhouse beauty industry show organizers with Informa Markets, which specializes in networking and growth innovation, to create a best-in-class event format.
“The industry has been asking for our commitment to align industry leaders and we are thrilled to take a historic next step towards delivering on that commitment,” Ed McNeill, Vice President of the Informa Markets, U.S. Beauty Portfolio, said. “This positions our brands to deliver education, content, digital and community to an unparalleled level. By combining our resources, we can offer the best experience possible for the beauty industry.”
Plans for Growth at Cosmoprof North America
The partners also plan on expanding the Cosmoprof North America brand beginning in 2024, bringing beauty industry professionals together in Miami, one of the highest growth markets in the U.S., and also positioning the show to serve the Latin American market.
“The agreement is a fundamental step for the international expansion of the Cosmoprof brand” Gianpiero Calzolari, President of BolognaFiere Group, said. “We are proud to continue to increase the growth of the beauty industry worldwide and build on the existing prestige and value that our shows bring to the U.S. market.”
As a part of the new joint venture, PBA, which currently organizes the International Salon + Spa Expo (ISSE) in Long Beach, Calif., will now evolve the show to be a part of the Premiere Beauty expansion in Anaheim, one of several events in the new USA Beauty portfolio. Though Premiere and Cosmoprof North America have different attendee value potential, the partnership will potentially be a boost for each, offering expanded digital options and data enrichment opportunities.
“With Cosmoprof North America’s exceptional customer experience and Premiere’s best-in-class education and data strategy, this partnership will bring truly unmatched quality and service levels to the beauty industry,” Ken McAvoy, President of Informa Markets’ South Florida Ventures portfolio, said. “Together, we can leverage the best of each brand across the entirety of the portfolio, creating an unrivalled customer experience.”
Related. Informa Acquires Premiere Show Group
The beauty community can expect expanded marketing and sponsorship opportunities, the ability to easily participate in multiple shows through multi-show contracts opportunities, better support through the expanded call center, additional educational opportunities and access to global markets.
“This partnership is an exciting opportunity for continued growth for all sectors in the beauty industry,” Nina Daily, Executive Director of the Professional Beauty Association, said. “PBA is committed to supporting and elevating beauty professionals, and the partnership with Informa Markets and Markets and BolognaFiere offers the best-in-class event opportunities for the industry as a whole.”
Reach Ken McAvoy at Ken.McAvoy@informa.com