INTERCHARM professional 2011, the X International exhibition for professional cosmetics and beauty salon equipment held in Crocus Expo (Moscow, Russia) from April 14 to 16 is over with great success. Its results clearly demonstrate that professional cosmetics and salon services market has overcome the global economic recession and today is developing progressively while the exhibition’s business and conference program set trends in the professional beauty industry for 2011-2012.
This year INTERCHARM professional celebrated its 10th anniversary. Since 2002 the exhibition has been a key b2b-platform for professional cosmetics and beauty salon equipment market as well as the main source of professional information in Russia, CIS and Eastern Europe.
395 companies from 11 countries (Russia, Italy, France, South Korea, Hungary, Taiwan, Great Britain, Poland, China, Czech Republic, Latvia) presented over than 2000 brands on a total area of 19000 sq. m. The majority of the exhibitors are satisfied with show and actively rebook areas for 2012.
“Despite online advertising expansion, INTERCHARM professional continues to be the best way of our brand promotion. By preliminary estimation, this year there were 3 times more effective business negotiations at our stand, than in 2010!” says Oksana Golovina, commercial director of Constanta.
The number of visitors has increased by 10% compared to 2010 - 36 024 specialists attended the exhibition, its educational and training events. This year organizers ran active promo-campaign to attract as much professionals as possible. During telemarketing some, 7000 senior managers and specialists from beauty salons, clinics, cosmetic involved in beauty services were invited to the exhibition. Their geography covered regional centers and big cities in the Central, North-West, Privolzhsky, Southern Federal Districts as well as Yekaterinburg and Novosibirsk.
Due to the large-scale advertising campaign, including TV and radio advertising (NTV, RTR, Hit-Fm), sms, e-mailings, direct mailings to mln+1 addresses, announcements in underground, banners on popular Internet portals (Woman. Ru), social networks (LiveJournal, Vkontakte, Twitter, Facebook), organizers attracted the very right audience.
“The exhibition advertising campaign has surpassed all expectations, organizers have done their best!” exclaims the representative of Vallex-M.
“I would say that INTERCHARM Professional is the most significant event in our industry. It takes much energy to take part in the show, but the results always meet our expectations! During show days we always hold important presentations and try to launch new products by INTERCHARM Professional.
I have a feeling that every year the total number of visitors is increasing. The majority of our stand visitors are professionals well informed about the novelties and actual trends of the industry. They know what they need and pursue their own goals at the exhibition. It’s a pleasure to work with these clients. And it requires great talent to attract such audience!” says Polina Tsulakis, PR-director of SportMedImport Group of companies.
"Our young and actively developing company has been on the market for 2 years, our first show was at InterCHARM2009 at the peak of the crisis. Since that time we haven't missed the exhibition. In the comparison with the past event, INTERCHARM professional 2011 became more large-scale. We have managed to find potential distributors including regional ones!" notices Elena Kuznetsova, general director of Nano Professional.
“As always, you learn lots of new brands, face and body care treatments! I’ve managed to discuss some issues in my practice with colleagues, found new methods of many cosmetic problems solving”, told Tatyana, Moscow beauty salon cosmetologist.
Novelties at INTERCHARM professional 2011
World latest technologies and methods having appeared for the past year as well as newest trends of professional cosmetics and salon services market were presented at the exhibition: keratin hair straightening, UV-varnishes, latest SPA-treatment methods, chameleon shades, nano-peelings, teeth whitening, the newest beauty salon equipment and much more.
The exhibition was full of new products! Cosmetics based on Swiss grasses, platinum colloid, gold and silver, natural olive oil, Sicilian red oranges, lotus and chocolate, blue, green, white and pink clay, wood berries, yoghurt, wine, seaweed, sturgeon caviar extract, hyaluronic acids, silk proteins, lilac stem cells extract and other ingredients, chameleon shades, the Japanese beauty-desserts ORIHIRO (special diet food), etc.
Such progressive technologies as collagen, cell and placenta products used in anti-age cosmetics were presented in different varieties at INTERCHARM professional 2011: creams, injections, powder.
Artificial sunburn segment also presented interesting novelties – napkins for bronze tan and sunburn gels containing natural gold.
Nanotechnologies have become a part of modern life including professional hair care products. Nano-keratins fight with hair loss, help to smooth and strengthen even the most damaged hair.
Concerning the trend «beauty from within», Russian companies have also made a big progress in nutraceuticals. For example, TINRO-Center from Far East region for the first time presented its product, biogel "Laminal" based on sea cabbage laminaria, at beauty show. It’s recommended to use internally for different diseases prevention and treatment (delivered in sorbent of toxins), with antibiotic treatment, chemotherapy and radiotheraphy; and apply on skin for tonus improvement, water-salt balance restoration, puffiness elimination and first signs of cellulite removal.
“We take part in INTERCHARM professional for the first time and are very satisfied with the results. We found the most positive response among visitors, experts and beauty salon representatives and their wide geography gives us unlimited possibilities for business development », tells Y. Kuznetsov, the head of TINRO-Center implementation department..
New features of the event reflect industry needs
Organizers of INTERCHARM professional have decided to assist salon industry specialists not only in gaining professional knowledge, but also in job search.
INTERCHARM professional 2011 in cooperation with HR portal №1 in Russia HH.RU opened new sector – Vacancy exhibition.
For the first time beauty industry professionals were provided the opportunity to meet, to discuss mutually beneficial possibilities and to exchange contacts. By the end of the show, 153 employees placed their resumes and 170 employers – vacancies.
For the first time within the framework of INTERCHARM professional business program was held Conference on aromatherapy. Certificated scientists (academicians, doctors of sciences) spoke about aromatherapy practice and proved its effectiveness by illustrating several cases in aesthetic medicine, massage therapy.
Within the seminar «Professional cosmetics in new market environment» experts talked about niche cosmetic brands promotion, most effective distribution channels for professional cosmetics, online communication with the target audience, new sales concepts, consumer psychology and new loyalty programs.
“Russian professional cosmetics market almost didn’t suffer from financial crisis. However, there were serious changes within the industry”, noticed Olga Timofeicheva, the chief executive of Step by step consulting company. According to her, consumers became more reasonable, they pay serious attention to the cosmetics quality and safety. It makes market players quickly respond to new trends and demand changes.
Having overcome the economical recession, since 2010 professional cosmetics and beauty salon equipment market is gaining momentum and on average grows by 6% per year. According to Kline estimations, in the next five years professional skin care market will rise by 4,2 % in Europe, 6,7 % in the USA and 2,6 % in Japan. Russia is not the exception. By experts’ estimations, in 2010 Russian professional cosmetics market volume reached USD 1,5 bln.
Analysts notice that despite stable growth, import takes 90% of the Russian market. According to Olga Timofeivechiva, this trend will continue in the next 5-7 years. The Russian manufacturers only started to put on the market qualitative professional cosmetics which can compete with foreign brands. Exhibition INTERCHARM professional presented these progressive brands: Salonnaya kosmetika, Laboratoriya Kora, TINRO-Center and many others.
According to Anna Dycheva-Smirnova, Reed Exhibitions marketing and sales director, board member of Russian Perfumery and Cosmetics Association, professional cosmetics market is actively developing. Interest in professional cosmetics is growing and consumers tend to use professional products at home between salon skin care treatments.
Experts mark out TOP-5 popular treatments: botox injections, fillers, laser depilation, microdermabrasion, chemical peelings.
Noninvasive procedures, mini-SPA treatments, body modeling, weight control, new ingredients development and active segmentation of beauty services are the most progressive trends on the market.
Experts notice active growth in the Internet commerce segment. Potential buyers can always find both positive and negative responses and useful recommendations on every product in social media.
According to Arsen Pogosyan, General director of “1nep.ru” in the nearest years professional cosmetics manufacturers will rely on social resources and promote their production directly to the consumers who show interest in their brands in social networks.
INTERCHARM professional 2011 educational and training program: unbeatable opportunities for each beauty professional
Beauty industry specialists can benefit from the advantages of INTERCHARM professional business program which includes a set of specialized conferences, meetings, seminars and master-classes.
These trainings help to solve marketing, HR and other business problems as well as to upgrade specialists’ professional skills. Moreover, 10 years ago INTERCHARM professional grew up from the International Congress on Aesthetics Applied - the largest forum for beauty professionals in Russia.
Within the framework of the XIV Congress on Aesthetics Applied “Nouvelist-2011” Award found its winner - A. Deev, p.h.d. in biology sciences, associate professor of N. I. Pirogov Russian State Medical University, the chairman of Moscow branch of gerontological community of RAS, "Les Nouvelles Esthetiques" Russian edition author.
For the second time the Congress presented new training format – LNEstheticSchool, which allows to make a speech and present treatments in one performance in real time or in video format. This year the topic was "Bioreparation" - progressive injection technique, which aims at solving different cosmetic problems. It contains hyaluronic acid with vitamins, amino acids and peptides.
The topic of the Congress held on April, 16 was “Live pages Les Nouvelles Esthetique”. Most actual issues were discussed within the following reports: the File on a theme: “Multiple anti-age programs in cosmetician’s practice”, “Lecture hall", “Aesthetic medicine”.
The X Jubilee International conference Beauty salon management invited all recognized experts in salon business: Maxim Sergeev, Tatyana Puchkova, Anetta Orlova, Julia Hodorkovskaya, Tatyana Tsalkovich, Spartak Kajumov, Michael Kochiashvili, Michael Samohin, Andrey Syrchenko, Alexey Tsyganov.
During the preparation for the conference the organizers held an unprecedented action. The group of experts consulted beauty salons owners who were thinking of reorganization (expanding, renewal) of their businesses. All reconstruction stages were filmed and shown later at Business club meeting in Crocus Expo. Consulting directions were marketing strategy, placing of personnel, salon planning, legal support, financial resources.
After a long break Forum on massage technologies «Massage – the world in your hands» was held in the format of master-class from April 14 to 15. Specialists from Russia and CIS, Spain, the USA, France, Italy, Estonia, Latvia and Lithuania reported on traditional kinds of body and face massage, massage for children, pregnant women, ethnic massage techniques – Thai, Japanese, etc.
On April, 16 the leading SPA-specialists and salon business experts met for the seventh time at INTERCHARM professional in the framework of SPA-Institute international meeting. The participants learned about new trends in SPA business foundation and management. They also recognized cultural barriers for exotic methods expansion.
On April, 14-15 nail industry specialists traditionally met at Nail Service School. The participants talked over actual trends of the season– snake, crocodile and python skin imitation, enameled leather effect.
From April 14 to 16 InterNailCharm, the European Nail Championship for nail services specialists, ran with outstanding success. More than 200 masters and 18 companies took part in the championship presenting over than 36 brands. The number of contestants increased by 30% compared to InterCHARM 2010. This year new criterions for nail modeling contest were brought in. The event attracted guests from Finland, Sweden, Norway, Germany and other countries.
Once again exhibition INTERCHARM professional 2011 proved the highest importance of such meetings for beauty industry specialists. In 2012 INTERCHARM professional will be held from 19 to 21 April. This autumn beauty specialists will meet again at InterCHARM (October 26-29, Crocus Expo).