B2B trade show organizers BolognaFiere, Informa Markets, and PBA (Professional Beauty Association) have announced a joint venture to deliver a series of beauty events in the U.S. beauty market.
 
As a part of the new joint venture, PBA, who currently organizes ISSE in Long Beach, will now evolve the show to be a part of the Premiere Beauty expansion in Anaheim, California, one of several events in the new USA Beauty portfolio.
 
Beginning in 2024, the joint venture partners will also expand the Cosmoprof North America brand, bringing beauty industry professionals together in one of the highest growth markets in the U.S., Miami, Florida which will also be well positioned to serve the Latin American market.
 
By partnering, the three organizations are able to better leverage the power of the two industry leading brands, delivering extraordinary value, more robust digital offerings and data enrichment opportunities to a level never achieved in the beauty industry across the U.S.
 
The joint venture will combine the industry-leading brands under the USA Beauty Portfolio, headquartered at 5850 T.G. Boulevard, Suite 210, Orlando, Florida 32822, and will be led by industry veteran Ed McNeill with Meredith Loza and Marco Labbate leading Marketing and Sales, respectively in cooperation with the Sales and Marketing teams of BolognaFiere Cosmoprof. An expanded call center is also planned to launch in Orlando supporting the U.S. portfolio.

Comments from Leadership

“With Cosmoprof North America’s exceptional customer experience and Premiere’s best-in-class education and data strategy, this partnership 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.”