(updated 2024-12-29)

“Mirror, mirror on the wall, who is the fairest of them all?” 💄✨

In the world of beauty and cosmetics, every company wants to be the queen of the castle.

From Loreal styled ego-driven exhibitors thinking “Because I’m worth it!” to the ones that promise eternel youth in a tube, the pie is huge ( USD 374.18 billion in 2023) and so the competition is fierce.

But what if your marketing budget feels more like Cinderella’s pumpkin than her carriage?

You can still be the queen of the ball, finding both charming customers and dedicated distributors, before chimes midnight.

But for that, you’ll have to pick one of the three stairways to cosmetics heaven.

Yes, there are hundreds of shows every year, but only 3 stand out.

The Italian spring: Your product Renaissance or Ruin ?

As spring heralds new beginnings, Bologna, and not Rome, is where all cosmetics roads lead. Known as the trendsetter and the biggest beauty trade show in the world, this is where you can unveil your latest innovations and enchant industry giants for the year.

Welcome to Cosmoprofworldwidebologna, Italy 🇮🇹

Question: With 250,000 visitors watching and 2,900 exhibitors competing, are you, like a gladiator, prepared for the battle?

Yes? Alea iacta est 🏛️⚔️

No? Omnia tempus habent 🕰️

Arabian Summer: Your brand Heat or Desert Mirage 🏜️🕌 ?

If you survived the inflation sandstorm of these last years, Dubai is your business oasis.

Influential buyers from the Middle East and beyond will be there to see if your product is a genius in a bottle.

Welcome to beautyworldme, Dubai

Question: Do your products have what it takes to enchant both the East and the West? Yes? “Buckle up, kid. We’re going on a magic carpet ride!” 🌟🕌 No? Save yourself a sunburn ☀️

French Autumn: Your Ingredient Panache or Fall?🌍🔬

Like wine ages well or not depending on its ingredients, so do beauty products (and your skin).

This gathering is all about the ingredients, formulations, and groundbreaking research like the famous poudre de perlinpinpin (ask Emmanuel Macron he’ll explain) that will give cosmetics un je-ne-sais-quoi everyone will look for. 

Welcome to incosmeticsglobal, Paris

Question: Do you have the magical potion to make products market-invincible?

Yes? On y va! 🚀

No? C’est la vie, but keep the faith, next year is around the corner 📅

That’s all for the mega shows of the cosmetic and beauty world.

But where is the winder you could ask?

Who needs make up and beauty creams in the winter? The cold will do its job, combine with healthy and less healthy fats + chocolates you’ll eat from Thanksgiving to the NYE party.

Hapiness and joy are, after all, the best fountain of youth.

More seriously, Trade shows are not that many in summer and winter, they match the beat of the business they are in, and most professionals from the sector will either take a summer or winter break.

My advice: In a world awash with brands, not everyone will find the charming prince at the ball.

Standing out requires both substance and sparkle but also understanding the pitfalls of every show.

So choose your stage well, prep your showcase even better, and may your team show the nicest characters and the most beautiful products in the ballroom.

Remember, every company has a story, and every story can find its fairy-tale ending.

So, lace up your glass slippers, and go make this year a year of revenue enchantment! 👠🏰

PS: If you feel like your brand is Cinderella, hire a trade show Fairy ✨ (like me 👑).

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