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Influencers & Social Media: Transforming Professional Beauty Business
With the advent of social influence, traditional professional beauty marketing is being turned on its head as thousands of socially savvy stylists utilize social media to engage their growing audiences of followers – while brands tap into this new channel to promote and sell in new ways. This growing, global shift in how we communicate is not only changing how professionals consume information; it’s also allowing new beauty start–ups to circumvent the old school traditions by connecting directly with their potential clients – salons and stylists– while simultaneously communicating -and building their brands -with consumers. Hear from 3 leading brand executives along with 3 leading influencers to gain insights into what these changing dynamics mean to the distributors, manufactures and professionals alike.
Publisher & VP, Integrated Media
American Salon Magazine
Group Vice President of Marketing, e-commerce and Events
Beauty Systems Group
Global Director of Education
Larisa Love Salon
Co-Founder & Vice President
Co-Founder & CEO
PR Tactics in Multiplatform Environment
Being socially aware while traditionally savvy should be the strategy for today’s publicists. Today’s fast-paced environment calls for both. The standard press release or thought leadership article has not died; however, with more and more digital media outlets surfacing there is also a growing need for condensed and compelling pieces that work best online. Learn how to become a media darling and go-to expert for either scenario from this esteemed panel.
Executive Managing Editor
Beauty+Tech=A Beautiful Marriage
Technology has stepped in to feed women’s quests to find the newest products to make them look their best and aid on the ‘discovery’ process. With just one click, makeovers are now possible, product recommendations are instant and the path to purchase is seamless in an omni-channel world where traditional brick-and-mortar stores sales aided by digital technology. What is the best non-intrusive way of using technology to help move more products and connect with consumers? Traditional retailers have been at the forefront of fusing technology into the store shopping experience and carry digital tools into the store environment. Pure online players have curated their online store with products that are most sought-after and used the social channels to groom a loyal following. What can you do as an up-and coming brand to learn from their success?
Critical Mass Reporter
Women’s Wear Daily
Senior Analyst in Kline’s Consumer Products Practice
Founder & CEO
Parham Aarabi Ph.D.
Founder & CEO
Disruption is the new normal. A new class of innovators is deliberately breaking tradition by leveraging direct-to-consumer channels, AI, mobile and analytical technology, data and more to create new beauty paradigms. Learn about the underlying consumer and technology trends driving the latest market innovations, as well as their future implications, directly from today’s groundbreakers.
Editor in Chief
Global Cosmetic Industry Magazine
Principal Industry Analyst, Global Beauty
The Virtual Experience Economy
There is tremendous power in creating an instantaneous connection with consumers in today’s fragmented media environment, particularly within social media. In a world where the social ‘currency’ is creative photography, how do you get the best visuals in your feed ‘bank’? Visuals are key to online marketing so what are the top 3 things to remember when creating images? Experience sharing is fast becoming the most engaging way of getting online ‘love’ and likes. So, how can you create ‘how to’ tutorials and experiences that are relatable and therefore shareable to lead to online sales?
Co-founder and President
Manager, Digital Insight & Innovation
The Social Game: Influencers
Consumer views of beauty videos and beauty marketing on platforms such as YouTube are continuing to grow at an unprecedented rate, highlighting significant shifts that beauty brands and marketers should be aware of. Beauty creators own 80% of YouTube’s top performing beauty videos; however, beauty video content from brands is becoming more popular. Emerging content categories hold critical growth opportunities for brands. Gain insights from a group of influencers who rank at the top of the online beauty sphere and who are well versed into the subtleties of connecting with beauty consumers.
Director Social Media & Digital Marketing
Creative Age Media
Felicia Walker Benson
Creating Your Brand’s Online Identity Through Content, Visual Storytelling and The Right Influencers
Social media has created a dynamic channel for beauty brands to communicate with their customers 1:1 everyday, 24/7 on topics ranging from sales specials to product reviews to makeup tutorials! But while this always on stream of interaction and promotion drives awareness for your brand, it’s important that you have the right content, visual story and influencer partnerships that properly communicate who your brand is and what your brand stands for! This interactive three part session will help you create and maintain your brand’s mission and voice while being active and present on social media and provides tips and tools to help you find the right influencers for your unique brand needs.
Sales Office US, Canada, Mexico: PBA - Scottsdale, AZ - USA - ph. +1.480.281.0424 - fax +1.480.905.0708 - email@example.com | Sales Office Europe, Africa, Middle East, Asia and South America: BolognaFiere spa - Bologna - Italy - firstname.lastname@example.org - for info: ph. +39.02.796.420 - fax +39.02.795.036 - email@example.com | Marketing and Promotion: BolognaFiere Cosmoprof S.p.a. - Milan - Italy - ph. +39.02.796.420 - fax +39.02.795.036 - firstname.lastname@example.org
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