BolognaFiere, Informa Markets, and the PBA Team Up to Expand Cosmoprof North America

08/16/2022

If you love attending pro beauty events, expect to see a lot more of them coming your way in the very near future.

A new joint venture with three B2B trade show organizers—BolognaFiere, Informa Markets, and the Professional Beauty Association (PBA)—has just been announced and it’s set to bring a series of beauty events to the U.S. beauty market. Beginning in January 2023, the three trade show organizers will join forces to combine their extensive beauty industry knowledge and network to create a best-in-class event format with unrivaled reach. 

Image Courtesy: Professional Beauty Association

“We are thrilled to announce this partnership,” said Enrico Zannini, General Manager of BolognaFiere Cosmoprof. “Together with Informa Markets and PBA, our trusted partners, we will offer more business and education opportunities for the U.S. beauty industry, supporting the industry in its growth, and offering more value to our customers.”

“This partnership is an exciting opportunity for continued growth for all sectors in the beauty industry,” said Nina Daily, executive director of the Professional Beauty Association. “PBA is committed to supporting and elevating beauty professionals, and the partnership with Informa Markets and BolognaFiere offers the best-in-class event opportunities for the industry as a whole.”

Considered a landmark partnership for the U.S. beauty industry, this joint venture will bring the best business opportunities, education, connection, and innovation to cities across the country, under one single umbrella.

As it stands, BolognaFiere and PBA already partner on the Cosmoprof North America show that’s held in Vegas. With this new joint venture, PBA, who currently organizes ISSE in Long Beach, 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.

“The agreement is a fundamental step for the international expansion of the Cosmoprof brand,” added Gianpiero Calzolari, President of BolognaFiere Group. “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.”

“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,” said Ken McAvoy, President of Informa Markets’ South Florida Ventures portfolio. “Together, we can leverage the best of each brand across the entirety of the portfolio, creating an unrivaled customer experience.”

But, that’s not all. Beginning in 2024, BolognaFiere, Informa Markets, and the PBA will also expand the Cosmoprof North America brand, bringing beauty pros together in Miami, Fl, which will also be well positioned to serve the LatinAmerican market. Additionally, the joint venture will unite brands under the USA Beauty Portfolio, which is headquartered in Orlando, Florida and led by industry veteran Ed McNeill, along with Meredith Loza and Marco Labbate leading Marketing and Sales, respectively in cooperation with the Sales and Marketing teams of BolognaFiere Cosmoprof. And to further support the U.S. portfolio, an expanded call center is planned to launch in Orlando.

Now, this is all good news for the beauty community. Thanks to this partnership, salon pros can expect “dramatically expanded marketing and sponsorship opportunities, the ability to easily participate in multiple shows through multi-show contract opportunities, better support through the expanded call center, additional education opportunities, and access to global markets”, according to the press release.

“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,” noted Ed McNeill, Vice President of the Informa Markets, U.S. Beauty Portfolio. “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.”

Stay tuned for more information about this partnership and their forthcoming events by following @probeautyassoc on Instagram.

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Camille Nzengung

Camille Nzengung is a Features Editor at The Tease, where she covers all things hair. You can find her writing about the best hair products, the coolest hair trends, and all the exciting new hair launches.

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