Review Cosmopack 2008 – Inspiration in focus

 

Schwan-STABILO Cosmetics displayed real innovation in terms of trade show presentation at this year’s Cosmopack in Bologna. In order to create the right environment for presenting new cosmetics products and the Fashion Colours 2009, all focus was placed on emotions and organic shapes. In particular, the company slogan "Inspiration engineered" could be experienced with all senses, with the emphasis on inspiration. A brave concept that paid off: Many international buyers from the beauty industry, along with members of the press, met at the Schwan-STABILO Cosmetics stand for discussions - and, of course, to marvel at the latest trends and looks.

The central aim of our attendance at the trade show was to present new products such as SLIDE eyeliner, ULTRA lipstick, the new mascara textures and of course the new Fashion Colours 2009, broadly accepted by experts as a colour trend barometer for the coming season. This was also enthusiastically received by the press and the industry. The real highlight was the presentation itself. Here, Schwan-STABILO put on a creative and innovative show. Managing Director Ulrich Griebel summarised: “Some companies put in a lot of effort with a large budget - but still remain somewhat removed from the visitors. However, here everyone can experience the authentic spirit of Schwan-STABILO Cosmetics."

And it’s true: the instinct which provides such an important advantage when searching for the latest trends in the fashion industry could be felt, seen, touched and even heard. The stand concept, highly effective on an emotional level, took care of that. Enclosed and private, yet open and accessible, floral ornamentation and extra-large images of models from the Fashion Colours 2009 campaign tempted visitors into both entrances. Inside, the stand opened up into a bright, friendly area, similar to a piazza, which invited visitors to take time to look around, admire and start discussions. The soft organic shapes, the light colours and the interior, coordinated down to the last detail, created a pleasant, relaxed atmosphere for business order discussions.

Thanks to the clever layout, only authorised visitors were able to take a look at the new products. However, it was by no means boring for those who could “only” stay in the lobby. On-site and via live cams on projection screens, visitors could experience up close just how make-up artist Sidsel Marie Bøg and stylist Mads Rönnborg put together the models’ looks for the Fashion Colours 2009.

On the Friday evening, the Schwan-STABILO Cosmetics stand opened after business hours for invited guests for the very first time. Numerous VIPs were treated to a spectacular performance including breathtaking show make-up in the six Fashion Colours looks, accompanied by the perfect couture outfits. For the grand finale, a bride in a stylish dress and make-up walked along the catwalk and proudly presented a wedding bouquet made of lots of white Schwan-STABILO cosmetics pencils. As the night of inspiration ended with a round of applause, everyone agreed that they had never seen such a creative and elaborate trade show production.

Cosmopack is the most important trade show for cosmetics products worldwide. From 10-13 April in Bologna, over 150,000 visitors discovered the latest innovations in the industry.

Marion Geyer
Head of Creative Marketing

 

 

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