It’s been a long time since we had the time to write another newsletter, but we did it! You can view the September issue in our archive.
This month’s topic was trade shows, since September is the month of Beyond Beauty, by far the best event for the cosmetic industry that we have been to.
We decided to ask ourselves about the benefits of attending trade shows.
Just like any other professional group, translators gather at conventions and conferences that deal with the art and craft of translation. But those who want to keep a competitive edge over their peers will specialize in a specific industry and also find the time to attend trade shows in their area of specialty.
Apart from generating leads, there is one very important reason for this.
===> Attending trade shows expands your knowledge. For example, the beauty industry is always evolving.
New products hit the shelves in the stores daily, but trade shows are a great opportunity to see new concepts and ideas in action. You can talk to the people involved in the making of those products, instead of just staring at a static picture. You can test, touch, and feel, and most importantly ask questions.
Translators thrive when they are given context and making the rounds at trade shows is one way to get a global snapshot of an entire industry and store information in your mind for future use.
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Back from Javits Center in NY, where beautyterm visited IECSC NY 2012. On day two, the trade show was bustling with visitors and exhibitors alike. One of the leading spa events in the United States, celebrating this year its 10th anniversary, the exhibit presented a rich tableau of all sorts of activity as we descended the escalators to enter the exhibit hall.
The exhibitor list included a wide variety of companies in the business, but we were most interested in skin care manufacturers. The first brand that caught our attention, thanks to its massive, brightly lit stand was Repêchage, a US-made line of professional skin care sold in spas and resorts worldwide. Sanitas Skincare is another American brand that immediately stood out in the crowd as we entered, probably owing to its very stylish and elegant look.
We had, of course, come to look specifically for our Parisian favorites Decléor and Carita. Both stands were very busy, practically overrun by visitors, clamoring to find out about products and to benefit from discounts and special offers. Carita representatives were especially gracious and took extra time to chat with us in the midst of all the flurry and rush. They were also particularly photogenic as you can judge for yourselves (no photoshopping in the picture!)!
After our friendly chat at Carita, we continued our exploration up and down the exhibit hall, surrounded by throngs of men and women (mostly women) scurrying around in great excitement. Some stands had salon, spa, massage and even teeth whitening equipment on display and were running demos. Others showcased beautiful multi-colored makeup and nail accessories.
Many visitors walked away happy with a free facial or makeover, including our very own Head of Human Resources, who is a big fan of Sonya Dakar. An American-made brand from Beverly Hills, Sonya Dakar is a recognized Hollywood staple among popular celebrities, including Fergie of The Black Eyed Peas, James Franco, Gwyneth Paltraw, Drew Barrymore, and many others. Sonya Dakar introduced MicroVenom Daily Defense and Sun-Kissed Facial at the IECSC NY 2012. Nate Dakar, co-founder and president of Sonya Dakar Skincare, was there on Monday, explaining the benefits of his famously luxurious, celebrity coveted line, and shaking hands with star-struck admirers like ourselves.
All in all, the conference provided a wonderful experience, infused with the inimitable vibrancy, vitality and energy of New York City you will find nowhere else in the world. There were so many brands; we could not possibly name them all, but we would like to thank everyone who was kind enough to talk to us for their time and for their professionalism! Special thanks go to Agnes at Aquafolia, the ladies at DermaSwiss, B.Kamins, Nelly Devuyst, dermalogica, glo professional, Physiodermie and to the entire family at VMV Ltd.
Founded in 1957 and organized by Les Nouvelles Esthétiques Magazine, this professional trade show with a rich history is held in Paris on a yearly basis. It brings in 250 exhibitors and showcases 650 brands of cosmetics, nail and hair care products, salon and spa equipment, and more.
Attendees to the show include professional beauticians, makeup artists, hair and nail salon as well as spa service providers, hairstylists, pharmacists and beauty and health store owners, physical therapists and body treatment experts. In 2011, the event drew 23,000 visitors and this year the program offered 50 topical workshops and conferences.
Les Nouvelles Esthétiques & Spa sponsors four International Congress of Esthetics and Spa educational conferences in the US (in Miami Beach, Dallas, Long Beach and Philadelphia).
Pharmagora is a professional tradeshow held annually in Paris and catering to pharmacists and the pharmacy business. The show’s 400 or so exhibitors are all important partners that pharmacy owners deal with on a daily basis, from laboratories, automated systems suppliers, IT equipment specialists, to orthopedic firms, distributors, merchandising companies and the like.
The trade show takes place at Paris Expo Portes de Versailles, the largest convention center in France. In 2012, it donned a new layout with 20,000 m2, where exhibitors were divided into three themed sectors, one of which was dermocosmetics. And this is precisely why Pharmagora is a wonderful place to visit for beauty and cosmetics junkies like ourselves.
First and foremost, what are dermocosmetics? La Roche Posay provides the following definition of dermocosmetics in its beauty glossary:
Dermocosmetic products are applied locally to the skin, scalp and hair. They combine a cosmetic action with a dermatological action. Dermocosmetic products are formulated to maintain the health and beauty of the skin and hair. […]
In addition to La Roche Posay, the most popular brands of French dermocosmetics are Uriage, Vichy, Avène and Biotherm. But there are also Ducray, Aderma, Galenic, Klorane and many more smaller companies such as Laboratoires Arcana. They all come to exhibit at Pharmagora because they all target consumers in the habit of buying their skin and hair care products at the pharmacy, with the help and personalized advice of their friendly neighborhood pharmacist.
In fact, that is another big part of the dermocosmetics concept. Laboratoires Pierre Fabre have even for many years successfully opposed the sale of dermocosmetics over the Internet, arguing in European courts that “only the physical presence of a qualified pharmacist guarantees consumers the quality of pharmaceutical and personalized advice that is tailored to meet their expectations of efficiency and safety” (SOURCE Laboratoires Pierre Fabre).
We should mention that in 2011 in the US, La Roche Posay was present in 6,000 drugstores, either via the pharmacy counter or in dedicated areas, where the brand’s products were promoted by specially trained derma advisors. Another interesting fact: the dermocosmetics sector has seen strong growth in the recent past in various parts of the world, including Brazil and Poland.
The seventh Mondial Spa & Beauté exhibition was held at the Palais des Congrès, in Paris, March 3-5, 2012. A key trade show for beauty, health and wellness professionals, the event provides exhibitors with unparalleled opportunities for networking and showcasing their products and services to a large number of potential clients.
Two cycles of bilingual (French and English) conferences and round table talks featuring highly regarded French and international experts are held free of charge to all visitors. This year, one of the round table talks raised the question of social networks and e-reputation for spas. It looked at the impact of the new models of information sharing on the behavior of regular spa users.
In 2011, the sixth edition of the Mondial Spa & Beauté exhibition hosted 160 exhibitors, representing over 400 brands and 13,450 visitors.
Joann did some scouting for Beautyterm at the trade show, running into old acquaintances from Nohèm (http://www.nohem.com), whom she had met at the Beyond Beauty Salon in September 2011. She was not only very happy to see the brand’s genuinely sweet and engaging exhibitors, but also bought some of their fabulous products.
After getting a quick temporary tan from Riviera Tan, Joann also purchased an absolutely magical elixir serum from Ketty at La Clarée (www.oliv-laclaree.com). La Claree Oliv is a luxurious range of organic skincare inspired by the crystal waters of La Clarée River.
Last but not least, Joann was taken in by the wonderful trainer who won her over to Ingrid Millet (http://ingridmillet.com/en/) and enjoyed learning about the brand first-hand. She was also treated to a facial with products from the brand’s Caviar line. A real delight!
The latest edition of Beyond Beauty, a leading cosmetic trade show held every year in Paris, took place September 12-14, 2011. The event hosts three shows under one roof: Cosmeeting focusing on cosmetic brands; Creative, which brings together suppliers; and Spameeting for the spa and salons sectors. In 2011, the “three-exhibitions-in-one” formula attracted 22,230 visitors (up by 14%) and 450 exhibitors representing 90 countries.
Beyond Beauty Paris also offered trend laboratories, conference cycles and master classes featuring more than 50 speakers. Beyond Beauty’s Zoom area spotlights emerging international brands and has served as a launch pad for many new concepts. The Beauty Challengers Awards of 2011 honored several of them, including Alorée with the “Beauty Organic Award,” Fleurs de Bach with the “Beauty Pharma Award” and Less is More with the “Beauty blog favorite.”
The trade show will celebrate its 10th anniversary in 2012.