Cosmoprof North America is working to bring its show experience to attendees well in advance of the July 12-14 event, on past the end of the show via diverse social-media strategies.
The event, which will take place at the Mandalay Bay Convention Center in Las Vegas, has lined up a social-media program that includes videos, tweets, blogs and live broadcasts of exhibiting companies through partnerships with leading beauty influencers that are expected to reach digital beauty industry community and their millions of consumer followers. CPNA will also be hosting content on its platforms: YouTube (cosmoprofna), Twitter (@cosmoproflv) and Instagram (cosmoprofna).
Event organizers are also making the content available to exhibitors, who may use the content and post the material on their websites and across their social-media platforms. Exhibitors may also participate in receiving product feedback through the following interactive programs:
See It @ CPNA
Three leading online influencers—Stacy Cox (@stacycoxbeauty,The Dr. Oz Show, E! News, The View, The Style Network, OWN), Daniel Chinchilla (@beautybydchinchilla, @dchinchillamakeup, artist for Ariana Grande and more), and Cassandra Bankson (@DiamondsAndHeels14, leading YouTube superstar)—will review individual products from registered exhibitors in advance of the show. The videos will live on the CPNA YouTube channel, as well as on the websites and social-media platforms of participating exhibitors. New product reviews will be featured a couple times per week through early July.
The Beaut-E Zone
Five leading beauty bloggers—Bankson, Jessica Scull (loveforlacquer.com), Patrice Yursik (afrobella.com), Aprill Coleman (glitterglossgarbage.com) and Manal Shaikh (@wakeupandmakeup)—will host the Beaut-E Zone, an interactive area at the event from which they will tweet live about the show and up-and-coming brands that are exhibiting. At the end of each day, each online influencer will post his or her own “Daily Best in Beauty” showcasing the products she loved the most. They will also be hosting the Beauty Gone Viral conference on Monday, July 13th from 11 a.m. to 12:30 p.m. on the second floor of the Mandalay Bay Convention Center, during which they’ll discuss the growth of YouTube influencer content and how video plays a massive part of communication for beauty brands. Combined, the five bloggers have social media followings of more than 7 million and a total of approximately 1 million unique web visitors per month.
Trendscouts
The Trendscouts program allows news from the CPNA show floor to get onto social channels in real time to help the beauty industry at large to identify trends and premiering products. The Trendscouts—Cox, Romy Schorr (romyraves.com), Jennifer Chan (jenniferchan.com, E! News, Beauty & Style Expert), Andrea Arterbery (theglamazons.com) and Susan Yara (mixedmakeup.com)—will walk the show floor, meet with exhibitors, and share their findings on new products and equipment throughout the three days of the event. They will also select their top exhibitors for the first ever ‘Trendscout’s Top 100’ from the show.
CPNA Beaut-E Reviews
Beauty and lifestyle expert Aly Walansky will host CPNA Beaut-E Reviews, an on-the-spot video review of walk-up product submissions from exhibiting brands, throughout the event on the show floor. Walansky writes about beauty through numerous outlets, including Women's Health magazine, TODAY Show, Daily Makeover, Beauty High and Your Tango. She will be live tweeting select product reviews to her beauty-centric audience.
CPNA NEWS FLASH
CPNA News Flash is a blog by the industry and for the industry that offers bimonthly posts from leading thought leaders. Writers from across the beauty sphere provide relevant, timely content and useful business tips to share with like-minded industry professionals.
“Each year, we think ahead of the curve to create new initiatives that showcase our exhibitors and help them spread the word about their products, and this year is no exception,” said Daniela Ciocan, director of marketing for CPNA. “This groundbreaking social-media program gives exhibiting brands the unique opportunity for positive product reviews and press coverage from top beauty influencers, along with increased credibility and exposure.”
This year’s CPNA event expects more than 27,000 attendees from more than 100 countries worldwide and will play host to nearly 950 exhibitors. In addition to its renowned show pavilions and heavy schedule of industry-relevant conferences, CPNA is set to debut multiple new programs on the forefront of innovation. Event information and exhibitor updates are posted on Facebook, Twitter and Instagram, in addition to cosmoprofnorthamerica.com.
[Image courtesy of Cosmoprof North America]