California: A State of Beauty Pavilion Turns Heads at Cosmoprof Bologna

Approximately 400 buyer meetings held with California-based beauty brands  

Next Stop: BeautyWorld Middle East: May 28 - 30, 2013

Twenty-eight California-based beauty brands participated in the 2013 "California:  A State of Beauty" Pavilion, a 140% increase in companies from last year.  Returning for its second year to Cosmoprof Bologna, the world's largest beauty trade show, the Pavilion achieved more than 400 meetings with buyers and distributors from around the world. 

Funded through the California State Trade and Export Program (STEP) and organized by Center for International Trade Development (CITD) at Long Beach City College, the "A State of Beauty" Pavilion showcased innovative California based beauty brands ranging from hair and nails to cosmetics, skin care, fragrance and more.  The "California: A State of Beauty" Pavilion will exhibit next at Beauty World Middle East in Dubai from May 28 - 30, 2013.

"CITD Long Beach has enabled Ineke Perfumes to gain exposure to markets which would have been difficult for us to approach otherwise," said Ineke Ruhland, owner of Ineke Perfumes and trade show participant.  "Further, by creating the 'California: A State of Beauty' umbrella, they have not only improved our visibility, but also made the process very easy for a small business. Participating brands were overwhelmingly pleased with the assistance provided by the CITD and with the enhanced visibility, as well as exposure received at the show by participating under the California brand.

"Helping companies increase exports and create jobs in the U.S. is at the heart of what the 'California: A State of Beauty' aims to accomplish. The Center for International Trade Development is extremely pleased with the results of our Pavilion and our member brands at Cosmoprof Bologna, and look forward to the already sold out Beauty World Middle East," said Cesar Arellanes, CITD - Long Beach Program Director.

To showcase the lifestyle and innovative nature of California, the "California: A State of Beauty" Pavilion featured a vibrant blue carpet, an open floor plan, and a carefully curated mix of brands positioned to attract interest from international buyers. Photographs depicting the renowned California landmarks including the Golden Gate Bridge and beautiful beaches were placed on the outer panels to showcase California's famous landmarks.  Clear beach balls even filled the space on opening day to demonstrate California's fun lifestyle concept.

"Overall it was a better show compared to all prior years," said David Sheen, owner of LASplash Cosmetics.  "The California Pavilion exhibitors work together as a community compared to other exhibitors who seem to compete against each other."

The Benefit of Exhibiting with the California: A State of Beauty Pavilion:
Due to the rising costs associated with entry, creation of a booth designed to draw attention, travel and logistical support, many small and medium sized businesses would typically not be able to attend a major foreign trade event. Yet, by creating the "California: A State of Beauty" Pavilion, CITD - Long Beach selects companies that have the ability to succeed overseas and assists with exhibition at the shows. The pavilion concept is centered on the California lifestyle, but also provides dedicated and customized booth space that has been designed to attract retailers and distributors. Furthermore, CITD - Long Beach has also partnered with other organizations to provide support on export policies and procedures, so that participants can fulfill their international contracts.

Having initially debuted at Cosmoprof Bologna in 2012 with only 11 brands, the California Pavilion focused concept was a huge success with international beauty buyers and distributors familiar with California's worldwide appeal and trend-setting position.  From that initial trade development mission, those 11 brands have since generated $13 million in export sales, entered 27 distinct markets and created 54 jobs. The mission also led to the infusion of $4.2 million in capital for the participating businesses and to the expansion of the California pavilion concept. 

Participating Brands Included:

Chrislie Formulations (Lashem & Nailuv) | Diamond Wipes (La Fresh®)| EnvyDerm Cosmetics | Fresh N' Fruity | INEKE | Jon Davler (Ioni Cosmetics & LASplash) / | Millionaire | Mirabella® | NYX | Profusion Cosmetics | Senegence International | YOSH

Cabella | It Factor | Johnny B. Haircare | Zerran Hair Care


Lunagenics | Kimberly Parry Organics | Roots Organics

Biotone | Daily Concepts® | Laguna Candles

About the CITD: The Center for International Trade Development (CITD) hosted by Long Beach City College helps companies enter new markets, grow and enhance their international sales through specialized consulting in international trade. The CITD offers seminars designed to give small business owners the tools to take their firms global; consulting services with legal, distribution, logistics and customs experts; market research; and trade missions. Services are offered in conjunction with the Los Angeles Regional SBDC Network and the Long Beach International Trade Office, which together provide a comprehensive portfolio of import and export services to Southern California's small businesses, at no cost. The CITD works in close collaboration with its federal partner the U.S. Commercial Service from both California and European offices to provide ongoing pre-show counseling, extensive buyer recruitment, and export regulation training for participating California firms.