Is it better to look good or to feel good? Organizers of Cosmoprof North America, a business-to-business trade show for the beauty industry, figured out a way for attendees to do both at this year’s event, which was held at the Mandalay Bay Convention Center in Las Vegas on July 13-15. Working with Global Experience Specialists (GES), Cosmoprof’s general contractor, they created a special area on the show floor called BEAUTIQUE.
“Curated boxes featuring sample-sized beauty products is one of today’s hottest trends, with numerous companies offering their own unique variations,” said Detra Page, public relations manager for GES. “BEAUTIQUE was a sampling bar that featured 20 exhibiting brands, including the latest in up-and-coming cosmetics, skin care, nails, hair, and some classic beauty favorites. Attendees received a customized box and could fill it with seven samples, scanning their badge for each sample. Attendees receiving samples at BEAUTIQUE were encouraged to make a $10 donation to the City of Hope. Cosmoprof raised $11,000 from the proceeds of BEAUTIQUE donations, and participating exhibitors received lead information from scanned badges and could follow up with attendees on the products sampled.”