Cosmoprof North America (CPNA) has announced it will launch discover pro beauty, a new special area dedicated to innovative start-ups in the professional beauty space, at its upcoming annual event, scheduled to take place July 9-11, 2017 at Mandalay Bay Convention Center in Las Vegas. The program comes on the heels of successful implementation of several other curated special areas focused on finished goods for retail and will follow a similar feel and format. As such, the new showcase will be located in the professional pavilion and be designed with a high-end feel, made to set it apart from the general exhibiting space. The exclusive area will host only 12 exhibitors that are preselected to ensure a match with participating buyers who represent national & regional distributors as well as chain salon operators. Participating companies will benefit from guaranteed face-to-face meeting with distributors which to date include and are not limited to: BSG CosmoProf, Ulta, Jinny Beauty, JC Penney Salons and Armstrong McCall, Austin.

“The professional beauty category is one of the largest sections at CPNA and already welcomes all the leading professional distributions who have come to rely on our event as a resource”, say the organizers. “With industry support and the fact the Professional Beauty Association (PBA) is part organizer of the show and will be instrumental in helping to ensure program success, we feel that we have the right formula."

Ensuring success for both participants and visitors, the showcase will be tailored to meet varying needs. For buyers and attendees, participating companies will provide a diverse showing of product types from nail and haircare products and tools to makeup and skincare- all focused specifically on professional distribution. In addition, the area will cater to start-up or established international brands who are new to the US market to ensure that this becomes a trend directional showcase for inspiration in the professional beauty market. In contrast, exhibitors benefit from the above mentioned guaranteed meetings and prime visibility- both on the show floor and through dedicated marketing exposure. Each 12 sqm booth comes fully furnished to enable seamless participation.

“Our special areas have been so successful because they provide the ideal event scenario for everyone involved- buyers have come to trust our formula and know our areas provide a short-cut to leading brands; exhibitors get prime visibility, built-in business leads and easy set-up; and attendees get one more valueadded stop on their CPNA tour,” say the organizers.

In support of its professional beauty category, CPNA also hosts PBA events such as the North American Hairstyling Awards (NAHA), PBA Beacon and Business FORUM. Coupled with CPNA conferences and other educational initiatives, the 2017 event promises to be chock full of valuable insights on the growing professional beauty industry.

“We always strive to be more than just an industry event,” say the organizers. “Our aim is to be a valuable resource for every player in the beauty space. Through careful curations, education and key partnerships we’ve been able to achieve our goals and maintain our leadership as one of the most awarded and coveted industry business platforms.”