13 June 2024

A landmark joint venture

BolognaFiere, Informa Markets and PBA will combine their extensive beauty industry knowledge and network to create a best-in-class event format.

Three leading B2B trade shows organizers BolognaFiere, Informa Markets, and PBA – Professional Beauty Association have announced a landmark joint venture. This partnership will deliver the largest and most impressive series of beauty events in the US beauty market.

Indeed, as of January 2023, BolognaFiere, Informa Markets and PBA will combine their extensive beauty industry knowledge and networking power. This joint venture will create a best-in-class event format. BolognaFiere and PBA currently partner on the Cosmoprof North America show, held in Las Vegas. The 2022 edition of this event was a resounding success. Over 32,000 retailers, distributors, investors, beauty brands, suppliers, and the press will be able to connect with over 1,100 exhibiting brands to discover new product launches and facilitate business.

Indeed, the PBA, the current organizers of ISSE in Long Beach, will collaborate with the Premiere Beauty expansion in Anaheim. And this is just one of several events in the new USA Beauty portfolio.

Planning for a bigger and brighter future

Then, in 2024, the joint venture partners will also expand the Cosmoprof North America brand. The main objective is to bring beauty industry professionals together in one of the highest growth markets in the U.S.: Miami, FL. Miami is the most strategic location as it is also well positioned to serve the Latin American market.
Cosmoprof North America and Premiere currently have different attendee value propositions. Instead, three partner organizations are able to better leverage the power of both the leading brands. The sum translates as an extraordinary value, more robust digital offerings, and unprecedented data enrichment opportunities.

The industry-leading brands joined under the USA Beauty Portfolio will be under the guidance industry veteran Ed McNeill. Meredith Loza and Marco Labbate will lead Marketing and Sales, respectively in cooperation with the Sales and Marketing teams of BolognaFiere Cosmoprof. An expanded call center should launch in Orlando to support the U.S. portfolio.

Comments on the joint venture

With Cosmoprof North America’s exceptional customer experience and Premiere’s best-in-class education and data strategy, this joint venture will bring truly unmatched quality and service levels to the beauty industry,” said Ken McAvoy, President of Informa Markets’ South Florida Ventures portfolio. “Together, we can leverage the best of each brand across the entirety of the portfolio, creating an unrivalled customer experience.

The agreement is a fundamental step for the international expansion of the Cosmoprof brand,” added Gianpiero Calzolari, President of BolognaFiere Group. “We are proud to continue to increase the growth of the beauty industry worldwide and build on the existing prestige and value that our shows bring to the US market.

We are thrilled to announce this partnership,” said Enrico Zannini, General Manager of BolognaFiere Cosmoprof. “Together with Informa Markets and PBA, our trusted partners, we will offer more business and educational opportunities for the US beauty industry, supporting the industry in its growth, and offering more value to our customers.”

This partnership is an exciting opportunity for continued growth for all sectors in the beauty industry,” says Nina Daily, Executive Director of the Professional Beauty Association. “PBA is making a commitment to supporting and elevating beauty professionals. Now the partnership with Informa Markets and BolognaFiere offers the best-in-class event opportunities for the industry as a whole.

The industry has been asking for our commitment to align industry leaders. It is exciting to take a historic next step towards delivering on that commitment,” noted Ed McNeill, Vice President of the Informa Markets, U.S. Beauty Portfolio. “This positions our brands to deliver education, content, digital and community to an unparalleled level. By combining our resources, we can offer the best experience possible for the beauty industry.”

Great Expectations!

Thanks to this joint venture, the beauty community can expect:

  • dramatically expanded marketing and sponsorship opportunities
  • the ability to easily participate in multiple shows through multi-show contracts opportunities
  • better support through the expanded call center
  • additional educational opportunities
  • access to global markets

This is a landmark joint venture for the U.S. beauty industry. It will bring the best business opportunities, education, connection, and innovation to cities across the country. Better yet, everything will be under a single umbrella.


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