Marketing: Discover Beauty-Spa at Cosmoprof

© 2008 Cosmoprof North America

This year, Cosmoprof North America will expand its Discover Beauty Program by introducing Discover Beauty-Spa. Held at the Mandalay Bay Resort in Las Vegas on July 13-15, the show has partnered with the Las Vegas Spa Association (LVSA). It gives spa buyers a unique opportunity to meet with vendors that offer new and innovative brands.
How can show attendees catch some this exciting buzz and expand their marketing plans? Dayspamagazine.com asked event coordinators Daniela Ciorcan, director of marketing for Cosmoprof, and Jennifer Lynn, LVSA chairperson and director of Qua Baths & Spa in Caesar's Palace, Las Vegas.

DAYSPA: How will Discover Beauty-Spa offer a unique opportunity for spa buyers to connect with premier vendors?

Daniela Ciorcan: I come from a retail background, and in working with some of the top luxury U.S. retailers, I discovered they’re always looking for a new brand and something to identify themselves with. So, the purpose of this event is to identify unique brands that aren’t established in the United States. We decided we would pre-select the brands and then bring in a group of qualified buyers. This year, we decided to expand the program to encompass the spa market as well.

Jennifer Lynn: One of the things I think is exciting are the prescheduled meetings with some of the companies that will be debuting at the event. Spas are a dynamic business to begin with, so my position is hands-on and operational for the most part. I have little time in the day to field cold calls from vendors. It’s hard for high-volume spa directors to sort through it all. I prefer the opportunity to meet one-on-one. That’s probably paramount to my decision-making process.

DAYSPA: How can spa owners who aren’t participating in the program take advantage of this opportunity?

DC: Spa owners can still talk to some of these distributors. We have 23 brands in Discover Beauty, which includes a mix of color and skincare lines. From the entire assortment, 12 brands have innovative skincare products. Some of them already have minor distribution in the United States, but they’re still under the radar so they have a lot of growth potential.

JL: I consider attending shows to be a part of business planning. This is a great opportunity to see the best of the best, and find the newest and latest products. Be targeted when you’re walking through the show. Collect a lot of samples and bring a box to send them home.

DAYSPA: What other aspects of the show should attendees take advantage of?

DC: We recommend people research our website, www.cosmoprofnorthamerica.com. It’s a great tool for visitors because we have information categorized by all of the distributors. With a tool called “Beauty Match,” you can also select brands based on specific search criteria.
      On site, we will have computer terminals in each pavilion. Attendees can print out sheets that list booth numbers for specific vendors. We also want to make sure that people don’t miss out on country pavilions. For the first time, we’ll showcase vendors from Australia, which produces a lot of green and environmentally-aware products.

JL: LVSA has a dedicated area for members to meet and greet each other and vendors. We’re looking forward to supporting each other on the show floor. We also have a panel of spa directors who will be available to answer questions from new vendors. We’ll explain the best ways to approach spa buyers.

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