Pier Giorgio Scrimaglio, Business Development Manager of Estetica Export, delves into the enduring power of trade fairs in an increasingly digital world, revealing why Cosmoprof Bologna remains an essential meeting point for beauty professionals looking to forge strategic partnerships, navigate global markets, and turn connections into lasting success.
In recent years, we have witnessed an interesting phenomenon: while many companies have reduced their network of contacts, trade fairs have not only endured but have grown and strengthened. Why? Because our industry, despite being global, is deeply rooted in the unique dynamics of each market. A product that works in one country may not succeed in another. Habits, trends, and even hair types vary. The winning strategy belongs to those who understand and adapt to these differences.
Cosmoprof Bologna is the beating heart of this ecosystem, where industry professionals meet, exchange ideas, and define future strategies. This is where opportunities arise, where trust-based relationships—the foundation of export success—are built. And relationships in our sector cannot be purely virtual; they must be personal and tangible.
Beyond Selling: The Trade Fair as a Strategic Tool
Some believe that attending a trade fair is just about selling. That’s a mistake. At a fair, you meet distributors, study new markets, and lay the groundwork for long-term business agreements. And this is where the key question arises, the one every distributor asks an export manager:
1️⃣ “Okay, I place an order. And then what?”
2️⃣ “Will you help me sell?”
Today, a distributor is no longer just a reseller. They are a strategic partner, a brand concessionaire, someone who not only buys the product but also promotes, positions, and sells it in the right way. That’s why post-sales support, communication, marketing, and brand visibility are critical.
Why attend Cosmoprof and why visit Estetica Export?
This year, Estetica Export celebrates its eighth anniversary and continues to grow. Initially launched as an editorial project with the Best in Export magazine, today it is much more than that: we are a strategic partner for companies looking to expand into international markets.
At Cosmoprof Bologna, we offer multi-level support:
- We organise meetings with selected distributors and brands, creating strategic connections.
- We invite and follow up with contacts before and after the fair, maximising business opportunities.
- We search for distributors on behalf of companies that cannot attend, promoting them directly in the market.
- We provide visibility and credibility through Estetica Export, the international editions of Estetica Hair, and our established network in over 20 countries.
Today, having a high-quality product is just the starting point. The real difference is made by those who know how to position, promote, and support their product in the right market. Companies that seize the opportunity to be present at major international trade fairs gain a significant competitive advantage.
If you are at Cosmoprof Bologna, come visit us. Four days can make the difference between participating in the market and leading it. We are here to help you take that extra step.
Find us at Hall 25 – Booth C12, Cosmoprof Bologna. We look forward to meeting you!
