Dividing the event into its four distinct sections (selective perfumery and packaging, perfumery, beauty and hair care and the events and dedicated areas) was met with enormous approval, according to show organizers. The conference on packaging, which hosted the Governor of Brazil’s Amazonas Province, proved to be one of the highlights.
In addition, Cosmoff, a new event, was held in connection with the show. This event allowed beauty to “break out of the confines of the Bologna fairgrounds and pervade the streets of the city,” according to the organizers. During Cosmoff, exhibition visitors and locals attended exhibitions inspired by beauty and design. For example, at Palazzo Isolani, Aveda provided approximately 300 people with aromatic massages. Max Factor makeup artists provided makeovers and Pevonia’s created multi-sensorial day spa where visitors received stone mineral massages.
Hotel Corona d’Oro hosted two exhibitions: Beauty 1920-1950, which showcased advertising graphics used by the cosmetics industry in the past century, and The Pop Art Beauty Gallery, which featured fluorescent art created by an artist who uses iridescent lip makeup to inject life into his heroines’ faces.