THE WHAT? BolognaFiere has announced that it has joined forces with Informa Markets and the Professional Beauty Association (PBA) to deliver a series of beauty events in the US.

THE DETAILS Starting January, 2023, the trio will combine their expertise to create a best-in-class event format. PBA will evolve its ISSE event in Long Beach to be part of the Premiere Beauty expansion in Anaheim.

“The agreement is a fundamental step for the consolidation of the international expansion of BolognaFiere. The US market is particularly in the spotlight today, given the current uncertainties in the Asian continent after the forced stop of recent months,” said Gianpiero Calzolari, President of BolognaFiere Group. “Cosmoprof is a unique model, also thanks to the synergies with our international partners, Informa and PBA. Cosmoprof is a flagship of the Italian trade fair system, and we are proud as BolognaFiere Group to continue to increase its prestige and growth worldwide”.

THE WHY? By partnering, the three organizations are able to better leverage the power of the two industry-leading brands, delivering more robust digital offerings and data enrichment opportunities. Ken McAvoy, President of Informa Markets’ South Florida Ventures portfolio, explains, “With Cosmoprof North America’s exceptional customer experience and Premiere’s best-in-class education and data strategy, this partnership will bring truly unmatched quality and service levels to the beauty industry. Together, we can leverage the best of each brand across the entirety of the portfolio, creating an unrivalled customer experience.”