The former Marketing Director of longstanding Gold 100 show Cosmoprof North America will launch a new experiential pop-up show July 27 in Las Vegas.
UNFILTERED EXPERIENCE is the latest idea of Daniela Ciocan, an 18-year industry veteran who in 2018 was named Female Executive of the Year and Maverick of the Year (Silver) at the Women World Awards.
Presented by Access Beauty, UNFILTERED EXPERIENCE (https://unfilteredexperience.com) begins with an appointment-only event on Friday, July 26, followed by a B2C event on Saturday, July 27.
In 2016, Cosmoprof North America was honored as The Greatest Show of 2015 at Trade Show Executive’s Gold 100 & Awards Summit, where Ciocan also won Trade Show Executive’s coveted Marketing Genius Grand Award.
The concept behind UNFILTERED EXPERIENCE is to reflect trends in the beauty industry not seen in other events. Ciocan says many shows on the market are built on the assumption that beauty companies want wholesale distribution. That’s not really what’s happening in the beauty space now. Entrepreneurial companies are connecting directly and authentically with consumers through their websites, social media accounts and social media influencers. That’s how consumers discover beauty brands now, she said.
“I wanted to create my own unfiltered vision of what an event should be,” Ciocan told Trade Show Executive. “There are so many companies who want to connect with the consumers and not necessarily go wholesale, and there are so many who understand and focus on social media platforms as main communication outlets. I can help bridge that connection for them.”
UNFILTERED EXPERIENCE will bring together brands with consumers, social media influencers and national retailers, giving all involved an opportunity to build their business, sales and social media activity. The show will have product demonstrations and sampling, Instagrammable art visuals, classes that showcase the latest makeup techniques, and themed areas featuring trends like DIY beauty (like creating your own spa treatments at home), cannabis-infused beauty products, and socially conscious brands.
The Las Vegas show will have about 40 exhibitors. If it goes as well as expected, Ciocan said they’ll be adding many more exhibitors and holding pop-up events in other U.S. cities.
Reach Daniela Ciocan at firstname.lastname@example.org or (646) 932-1955.