It takes a lot of people to put CPNA together. As the Marketing and Sales Director for the show, my team and I work almost a year in advance developing new programs and initiatives to attract the 22,000+ visitors to Las Vegas. It is with a strong commitment to excellence, that we offer our exhibitors and attendees, educational conferences, industry networking events and the opportunity to further succeed in the beauty market. With 10 days till show time, I want to share with you some exciting news of what will be taking place this July 31-August 2.

First and foremost, I am excited about all the brands taking part in the upcoming event. This year 750 companies, including 205 abroad companies, will introduce their innovative products and encourage consumers to discover these brands in local retail stores, spas and salons.

The seventeen companies who are a part of Discover Beauty are Consonant, Dr. Kitzinger Skin Care, Fix Malibu, Gemology, Gorgeous Cosmetics, Helix Beauty, JolieMD, Karora Cosmetics, Layla Nails, Nougat London, Rain Cosmetics, Sin-care and Snowberry, Kelly Teegarden Organics and TouchBack. Specialty retailers such as C.O. Bigelow, Cosbar, HSN, Beauty Division, Skins6|2, Nordstrom, Henri Bendel New York and Zappos come to the event specifically to meet and discover these new beauty brands. I am confident that consumers will soon get to discover these brands and find these products at their local beauty retailers.

Here at CPNA, we pride ourselves on including forward thinkers and leaders, as well as relevant topics, in our educational conference line-up every year. Topics such as social marketing strategies, developing a strong internal corporate culture and brand identity, and enabling employees to be a part of something powerful are just a few of the many topics that will be covered at this year’s event. What better examples to learn from, than leaders Starbucks and Zappos, both represented in the session “Corporate Culture: Why Now More Important Than Ever“. Then learning efficient social marketing tips from people outside of our industry, from companies who live and breathe the social revolution on a daily basis is a relevant topic for all businesses. I am so excited to have two CEO’s of proven companies who’ve worked on successful campaigns be a part of the session “Social Marketing: Monetizing Your Online Efforts“.

In keeping with our theme of innovation, we are also able to offer the Best Beauty Retailers in Las Vegas Tour on Saturday, July 30, 1:00 p.m. – 5:00 p.m. for the first time in CPNA history. Attendees will be able to hop on a bus for a guided tour of some of Las Vegas’ best retail stores – specialty boutique (Skins 6|2), self-serving dispensing unit (U-TIQUE), and beauty emporiums (Sephora & Ulta). Industry expert Marc Birenbaum of Beauty Store Business magazine will host this event and provide tips on running a successful retail business, including an overview of signage, displays, merchandising, impulse buys/displays and placement, and SKU availabi

lity for each brand. Boxed lunch will be included. What a great way to start off your experience at Cosmoprof North America 2011 and make great friends along the way!
In recognition of today’s socially connected world, where friends and acquaintances are updated via online posts, the organizers of Cosmoprof North America (CPNA) have opted to focus on live, viral communication. There will be hundreds of new product launches unveiled at the event. To help all the attendees and fans of CPNA learn of all these new products, live online posts will be published by the CPNA TRENDSCOUTS, the online beauty community, and all show visitors who can easily connect online via free Wi-Fi available on the show floor.

With its recent partnership with the world’s leading fashion and beauty institute of higher learning – the Fashion Institute of Technology (FIT), our team has decided to select four exceptional students from the 2011 B.S. graduating class to participate in this year’s TRENDSCOUT program. While being given unrestricted access to the show floor, the TRENDSCOUTS will tour the show and speak with exhibitors to discover new product launches and show specials. They will then report their findings via posts on Twitter and Facebook, giving the entire industry access to these new beauty discoveries while further enhancing CPNA’s social media presence. These posts will also be shown in real-time at the main entrance to the show floor, helping attendees to identify the “at the moment” trends, as well as new or existing companies that they should meet with.

Reflecting today’s ever-growing trend of online news reporting, online media will be a constant presence at CPNA. Over 100 online media and editors are expected to attend and cover the event live. Four major online beauty sites will be present on the show floor in a section dedicated to them. Beauty Blogger Central will host,, and In this location the editors will be available Sunday and Monday from 1:00 p.m. to 4:00 p.m. and Tuesday from 12:00 p.m. to 2:00 p.m. Attendees and exhibitors can meet their favorite personalities from these sites and connect at the show. These four sites will post their daily beauty trend report from CPNA and share with more than five million followers

Also in recognition of our socially cognizant and connected attendees we’ve opted for the first time to open Cosmoprof North America as a venue on Foursquare. Will any of your business friends be at the show? Find out by checking into Foursquare. For the three days prior and straight through Cosmoprof North America, you can let everyone know where you are at and also take advantage of specials which will only be available to users by “checking in” on their phones or hand-held devices. Each check-in awards the user points and badges. The Foursquare follower with the most badges becomes the Mayor and will receive a special gift courtesy of Cosmoprof North America organizers.

There is so much more to touch on, but this is just a taste of the activities going on during Cosmoprof North America. See you at the show…

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