October 2010

The 17th edition of Cosmesur Beautyworld Buenos Aires 2010, International Hair Styling, Perfume, Cosmetics, Aesthetics and Beauty Fair ended successfully.

The most important international event of the beauty industry presented trends in hairstyling and makeup. Glamour, creativity, textures and the best styles combined in an event you must not miss.

During 3 days, beauty, aesthetics, cosmetics, hairstyling and perfume sectors gathered in a unique event for all integral beauty sector professionals.

120 sector companies participated in the fair and presented their
most recent innovations in products and services and the latest
treatments and techniques. The fair was divided by product groups in order to make easier the visit of more than 35,000 national and
international visitors that attend to it.

Simultaneously with Cosmesur Beautyworld Buenos Aires 2010, several special events were carried out:

First Argentine Contest of High Makeup, on Saturday, October 2nd, at Salón Buenos Aires. The outstanding panel of judges was made up by: Juan Manuel Pont Ledesma, Regina Kuligovsky, Oscar Mulet and staff from his studio.

The categories were Gala or Night Makeup for special occasions,
celebrations, night, dancing and Production or Fashion Show
Makeup, which is the avant-garde makeup for photo productions,
looks and fashion shows, for photos or theatre. More than 30
competitors participated in the contest and in the pre-selection stage
10 makeup artist were selected, 5 for each category. The
professionals showed all their techniques using the well-known
Kryolan products. The winners were:
- Gala or Night Makeup: 1st Ianina Alexandra De Cicco; 2nd María Alejandra Garagnani and 3rd Luciana Bruzoni.
- Production or Fashion Show Makeup: 1st Graciela Liliana
Fernández; 2nd Lis Elizabeth Medina and 3rd Paola Vanina
Costantino.
The champions were students from Pont Ledesma Make Up Studio.

50º National Contest of Women Hairstyling and Color and 5º
National Contest of Men Hairstyling and Color, on Sunday 3rd and Monday 4th, October at Salón Buenos Aires. The Argentine
Federation of Hairdressers and Related Professions chose the
Women and Men National Champions FAPYA 2010. The winners
were: Sandra Montaña and Matías Tallon, respectively. At the end of
the show, Melissa Nuñez was elected as Miss FAPYA.

Great Final of Trend Vision Award 2010 by Wella Professionals, on Sunday, October 3rd, at Salón Buenos Aires. The finalists selected among participants coming from throughout the country that presented their portfolios in two categories: Trend Vision Master of Color and Trend Vision Young Talent. The winners were: Trend Vision Master of Color: Víctor Hugo Villareal with the Tendency Nature´s Goddess; and Trend Vision Young Talent: Ariel Roa with the Tendency Midnight Stage.

The following important figures also participated in the event:
- Oscar Colombo, the great master was present in the Babyliss-Pro
stand showing all his techniques for hair cutting and hairstyling. He
did two shows in which he presented stunning styles combining
creativity and beauty.
- Coty de Moreno, the prestigious stylist lectured in Salón Buenos
Aires by presenting a show full of techniques and new creations.

Besides, GA.MA Italy Professionals and REVLON carried out
shows to present new products and services. Opción, the hair
cosmetic line exclusive for professionals, together with Taiff,
manufacturer of state-of-the-art hair dryers, straightening irons and
curling irons, developed Hair Colorimetry and Cut exclusive for
sector professionals.

As in last edition, for main businessmen of the industry to enter the
exporting circuit and strengthen the existing commercial relationships, the 5º International Matchmaking Program of Cosmetics was carried out, organized by Indexport Messe Frankfurt together with Fundación Export.Ar and PROArgentina. Buyers from abroad coming from Latin America held successful meetings with Argentine companies related to beauty sector. The result was highly positive because many businesses were done and exports were promoted.

Some exhibiting companies gave their opinion on the result of their
participation in the fair:

Mundial Argentina
Pablo Maggi, Commercial Manager
“We are really pleased with the audience that visited us, an audience
that consumes our products and we suggest any company that
wishes to enter the cosmetics market to participate in the fair (….)
because we got good contacts to go on working in the product line we bring to the country.”

Laboratorio Laca
Humberto Campos, Commercial Manager
“In this edition, we have seen a greater number of visitors. We also
devote to school subject and this is having a very good result: visitors are happy, the fair is crowded, there are lots of people from
aesthetics and hairstyling sector and we have a very good
relationship. Our expectations for next years are to continue
participating in the fair. ”

Idraet
Marcela Salinas, Marketing Manager
“We chose Cosmesur Beautyworld framework to launch our new
products. (…) We are really very pleased with the summoning, we
have made new commercial relationships with customers and
dealers, we also received the visit of people from neighboring
countries that were delighted with the line. (...) We will participate
again in the fair because we think it is a very good place to exhibit ourproducts, to show the news and benefits of the line and all launches.
(...) We are very happy because the fair was really a success, we
have created lots of commercial relationships and we will participate
again next year. ”

Wella Professionals
Gastón Tenorio - Marketing Manager
“We are here with a mega stand of 300 square meters together with
GA.MA Professionals and Wella Professionals. It was a really good
experience, since I believe we have made direct contact with 5,000
hairstylists to whom we reach directly with each of our brands. (…)
We are sure that next year we will participate again (...).”

Bonmetique
Marcela Martinez – Marketing Responsible
“This is the first year we are with this brand in Cosmesur
Beautyworld, and we are really very pleased with the result. (…)
Visitors diversity was wide, not only from the Capital City and Greater Buenos Aires but also from the interior of the country and other countries such as Peru and Brazil that came to us and asked about the brand products. We are very happy and it is very probable that we participate again next year. ”

Xulú Cosméticos
Martin Svampa – Sales
“The fair is a positive experience from several viewpoints, mainly for
personal relationships and for showing the work the company does
throughout the year.”

Pont Ledesma Make Up Studio
Juan Manuel Pont Ledesma - Director
“I’m happy because the fair has an incredible level that improves year after year, exhibitors are all top level brands, and I'm also very happy because our audience is excellent since not only participate people from Argentina but also people from America (...) The growth is always very positive and very surprising. ”

Visage
Nicolas Álvarez – Communications
“Cosmesur Beautyworld is for us a meeting point, not only from the
commercial viewpoint but also from customer relationship one:
among ourselves as a team, having a look at other brands' way of
working, how is our relationship with our customers, our suppliers.
For us it is a fair in which we receive friends, in which the commercial aspect is mixed with the personal one and it always implies growth and learning. (…) Cosmesur Beautyworld is the most important fair in which we participate due to its organization. ”

Kryolan
Valeria Anton – Director
“There were a greater number of visitors, we are very pleased with
everything, our services worked very well, and we believe we will
participate again next year. (...) Since we work for a very professional audience and we do it closed doors, we believe it is a good event to meet people from other areas that are also related to aesthetics, cosmetics service, the idea is to integrate a little more and expand our business audience. ”

Cosmesur Beautyworld Buenos Aires 2011 will take place on
September, 2011 in La Rural Trade Center.

Children over 3 years old pay entrance. The fair has free day-care center.

For more information: www.cosmesur.com.ar

Background information on Messe Frankfurt
Messe Frankfurt is Germany’s leading trade fair organiser, with 424 million euros in sales in 2009 and more than 1,660 employees worldwide. The Messe Frankfurt Group has a global network of 28 subsidiaries, five branch offices and 52 international Sales Partners,
giving it a presence for its customers in more than 150 countries. Events “made by Messe Frankfurt” take place at more than 30 locations around the globe. In 2009, Messe
Frankfurt organised more than 90 trade fairs, of which more than half took place outside Germany.
Messe Frankfurt’s exhibition grounds, featuring 578,000 square metres, are currently home to ten exhibition halls and an adjacent Congress Center. The company is publicly
owned, with the City of Frankfurt holding 60 percent and the State of Hesse 40 percent. For more information, please visit our website at: www.messefrankfurt.com

Background information on Indexport Messe Frankfurt
Created in 1990, Indexport is a service company specialized in access to market. As from year 2003, through the purchase of stock by the German company, Indexport became Indexport Messe Frankfurt, the Argentinean affiliate of the worldwide trade fair organization leader. The purpose of the exhibitions is to promote actual business meetings to boost activity in regional markets, in the domestic market and in turn prompt the development of the technological pole in each area.
The current portfolio of shows of Indexport Messe Frankfurt includes the following:
Automechanika Argentina, BIEL Light + Building, Cosmesur Beautyworld Buenos Aires, ExpoCehap, ExpoFerretera, Hair&Beauty Buenos Aires, Intersec Buenos Aires, MetalExpo, Seguriexpo Buenos Aires, Tecno Fidta and a number of congresses.
For more information, please visit our website at: www.indexport.com.ar