Cosmoprof Wins Best Print Advertising Campaign

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Cosmoprof North America, the largest B2B beauty exhibition in the US, was named as winner for best Print Advertising Campaign at The International Association of Exhibitions and Events (IAEE) Art of the Show competition. The competition recognizes excellence in promotional materials for the exhibitions and events industry and it includes 15 different categories of competition, spanning three show sizes. The winners were selected for their creative use of several essential marketing elements needed to promote exhibitions and events. The winning entries will be featured in a gallery style display at Expo! Expo! IAEE’s Annual Meeting & Exhibition to be held 28-30 November 2017 in San Antonio, Texas.

“The 2017 print campaign set out to bridge the global events while representing unity and diversity in the beauty industry,” says Daniela Ciocan, Marketing Director of Cosmoprof North America. “We are thrilled to have won this award as it is a testament to its successful incorporation and interpretation in North America throughout all marketing communications efforts for the 2017 edition.”

To meet the global goal of promoting excellence and unity, Cosmoprof Worldwide commissioned acclaimed Italian photographer, OlivieroToscani, best-known worldwide for designing controversial advertising campaigns for Italian brand Benetton (from 1982 to 2000), to create the 2017 campaign. Toscani’s interpretation of diversity and beauty without borders, led to a provocative image that featured three women of different ethnicities with cosmetic-like color smears in various places (lips, eyes, hair). The primary goal of Cosmoprof North America was to incorporate the campaign across all communication platforms and make the images appear synonymous with the 2017 event. Whole or parts of the campaign images were used in visual communication across leading up to and at the Las Vegas event.


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“The Art of the Show Competition provides a nice overview of how the industry is developing because marketing touches on all aspects of any show,” noted IAEE President and CEO David DuBois, CMP, CAE, FASAE, CTA. “We are able to see what’s hot and what is resonating in trade shows since Art of the Show is the only marketing competition specifically targeted to the exhibitions and events industry.”

This award comes on the heels of several other recognitions Cosmoprof received, included most recently Trade Show Executives (TSE) Gold 100 Award, Trade Show News Network' (TSNN) Top 25 Fastest Growing Shows–by Net Square Footage and the Grand Award from UFI in their 21st International Fair Poster Competition for its series of posters.

Cosmoprof North America will be held once again at the Mandalay Bay Convention Center in Las Vegas July 29- 31.