Cosmoprof North America to Expand Focus on Earth Friendly Brands

April 14, 2017

Cosmoprof North America is set to launch DISCOVER GREEN LEAF, a new curated showfloor area dedicated to green, eco-friendly, organic and natural products, at its upcoming July 9-11 event at the Mandalay Bay Convention Center in Las Vegas.

The annual trade show and conference for the global beauty industry attracted 10,369 attendees and 1,154 exhibitors to 280,991 square feet of expo space at its 2016 show.

As the newest addition to CPNA’s 11 special areas, DISCOVER GREEN LEAF comes on the heels of last year’s successful implementation of the DISCOVER GREEN section, which showcases international and domestic indie beauty brands in a high-end, department store-esque environment.

Only 10 pre-selected brands will be featured in DISCOVER GREEN LEAF, which will provide each exhibitor with a furnished, 129 sq. ft., ready-stand booth and guaranteed meetings with qualified buyers.

“DISCOVER GREEN LEAF is truly unique in that it offers exhibiting companies the ability to cross over into two different yet complementary market segments – spa and specialty retail,” said Daniela Ciocan, marketing director for CPNA.

She continued, “(It) is meant to provide a full package that includes one-on-one guaranteed meetings and high-end exhibition space to companies that were hand selected based on their unique aspect and novelty that they bring to the market. It is also meant to be extremely exclusive, in that it will only feature 10 companies, each with their own booth decorated in high-end furnishings evocative of natural spaces. The guaranteed meetings are with pre-selected qualified buyers that represent multiple chain professional spas and hospitality establishments along with specialty retail buyers.”

In addition, DISCOVER GREEN will double in space and include more than 40 indie beauty brands this year, Ciocan said.

The earth-friendly product areas couldn’t come at a more appropriate time for the show and the industry it represents.

According to Insider’s Guide to Spas’ Founder and Editorial Director, Mary Bemis, who will be curating DISCOVER GREEN and DISCOVER GREEN LEAF, a recent report from Allied Market Research indicates that the organic personal care and cosmetics market is expected to bring in $19.8 billion by 2022, with a 10 percent annual growth rate.

“Consumers the world over are embracing clean, green products for face and body like never before, but they also want more ‘bang for their buck,’ i.e., products that are not only safe but also really deliver,” Bemis said.

She added, “We’re really thrilled to be returning to Cosmoprof NA with DISCOVER GREEN and this year, the debut of DISCOVER GREEN LEAF. Our market is growing up so fast and our consumers are becoming so sophisticated that it’s really important to be able to gather the cutting-edge companies in the very best venue.” 

In an effort to further support the burgeoning market segment, the show will also be hosting dedicated conferences sessions that will delve into professional and retail “green” business models and provide insights from leading experts.

“We see the environmentally conscious beauty market continue to grow exponentially, which means that the needs of buyers to source greener products are also growing,” Ciocan said.

She continued, “DISCOVER GREEN LEAF is really an expansion on CPNA’s ongoing commitment to provide an opportunity and environment for brands to connect with buyers from the professional spa, health-retail and hospitality industry who are specifically looking for greener solutions.”

Cosmoprof NA ranked No. 74 on the 2016 TSNN Top 250 U.S Trade Shows list.

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.