Cosmoprof North America

Storytelling: Tell Me A Story, Sell Me Your Brand

Every brand has a story behind it that can be the keystone of the marketing strategy. When well told, the story serves to engage clients. Great storytelling is about emotionally connecting with clients which, in turn, helps companies sell product. What is your story and how can you best bring it forward to allow your customers to experience it? The story can explain the design elements, features of the products and in store presentation displays.

    

You have a great idea! Now what?!

What does it take to succeed in business? Entrepreneurs are the lifeblood of the beauty industry. The landscape is full of examples of passionate creators who pursue their dreams and develop amazing innovative ideas that connect with the consumers …and who then go on and tap into the reservoirs of VC’s or multinationals to continue and fuel the growth. Whether experiencing growing pains or simply wanting to exit these entrepreneurs and VC’s have a wealth of experience to share.

   

Distributor Forum at CPNA

Join fellow distributors from across the country for the PBA Distributor Forum, held at Cosmoprof North America. Learn new ways to maximize your company’s potential, coordinate your territory effectively and raise the customer’s experience while sharing best practices with your beauty colleagues. Open to distributors of professional beauty products only.

BEAUTY GONE VIRAL: The YouTube Influencers

Discover the reality of the digital age for Millennial consumers and the beauty experts behind this phenomenon. Brands are being out-engaged by YouTube influencer content, and they are being completely out-produced by these influencers. The content these women are creating is excellent and authentic. With an estimated 1 billion unique visitors each month watching 6 billion hours of video, YouTube’s reach is undeniable. Join these five beauty experts as they discuss this growing media channel and how video plays a massive part of communication for beauty brands.

    

Specialty Retailers: Gateway to Discovery

In a saturated beauty market, specialty retailers are tasked now more than ever with delivering something unique to consumers who’ve seen it all. Join executives from C.O. Bigelow, Fred Segal New Beauty and Henri Bendel as they share their insights on what it takes to click with the customer in the evolving, ultra-competitive indie space. From what products have landed on their shelves and why, to merchandising stock, each will share their journey from product discovery to purchase, and what staying power means for brands within each of their respective outposts.

   

The Retail Evolution: What’s New In Stores?

As consumer tastes and lifestyles change, retailers continuously refine their stores, merchandising and ways to engage and keep customers. Retailers have a limited tool kit at their disposal but albeit a very powerful one, including the physical connection and insight into millions of clients who walk through their doors every day. What’s new on the horizon of beauty retailing and are there new challenges joining the landscape?

    

PBA CEO Summit: Alternative Distribution for Professional Beauty Industry

Change is a constant element that businesses can always count on. The professional beauty distribution channel has experienced tremendous consolidation over the past few years. While the national distributors will always control the bulk of the professional beauty product sales are there shifts in the path of how products get into the hands of the stylists and ultimately those of the consumers? The panel will explore the various approaches being explored by a few forward thinking innovators. Be it by creating their own channel of distribution or by adding upscale specialty stores where stylists can engage with new consumers directly, these companies are breaking the mold.

   

Partnering to Take Your Brand to the Next Level: A Workshop

Today’s market is more competitive and retailers are more demanding than ever. To grow successfully, it takes strong skills in marketing, branding, sales, procurement, logistics and product and merchandise planning. Many entrepreneurs have successfully raised the capital and brought on the expertise needed to rise above by partnering with professional investors. Smashbox, Urban Decay, Bare Escentuals, Philosophy, NYX, e.l.f., Tarte and Too Faced to name a few. This workshop will explore the realities, opportunities and pitfalls of partnering with private equity and how to get the most out of a prospective partner.

 

The Beauty of Social Media: It Delivers

How much effort and creativity are you putting into your social media outreach? Do you have an outlay in your marketing budget for social media and how strategic are you in getting the most out of it? Are there things and tools that you could utilize now and experience an immediate impact on your business? Our experts will outline everything you need to know from big picture and the role of social marketing to identifying influencers, connecting with your audience via games and rewards and ultimately using content to find qualified followers on YouTube.

    

Are you ready to import into the USA?

The US cosmetics market is evaluated at $12 Billion. While the opportunities are plenty, starting out with a realistic objective and following the proper path to ensure legislative and regulatory compliance are keys to achieving success. What needs to be registered with the FDA? What claims can you make and does your labeling adhere to current laws? What is the distribution landscape like? Who are the key players and what are the realistic expectations and costs of doing business in the US? Walk away with a clear understanding of what you need to do first and a checklist developed by PBA & ICMAD.