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Toward its mission for discovering new brands, Cosmoprof North America (CPNA) announced a new opportunity for all show exhibitors. Beauty bloggers will be present daily to view submissions from show exhibitors for the CPNA Daily Best in Beauty. At the conclusion of each day, the beauty bloggers will select their picks for CPNA Daily Best in Beauty and post their selections on their respective Web sites and blogs.
In 2009, CPNA marked the first year that the show organizers had a dedicated area, Beauty Blogger Central, where leaders in the beauty blogosphere were able to convene and affect the beauty landscape. Beauty Blogger Central will be returning to Discover Beauty 2010 (a section devoted exclusively connecting innovative brand owners with distribution opportunities) where beauty bloggers such as AOL Stylelist.com, TotalBeauty.com and RomyRaves.com will report on what is new and truly innovative live from the show floor.
CPNA Daily Best in Beauty seeks to provide benefits for both the exhibitors and beauty bloggers. Interested exhibitors will present their "best in beauty" to the bloggers for consideration during scheduled presentation times. The presentations will take place each day of the show (July 18–20 at the Mandalay Convention Center in Las Vegas) from 10 a.m. to 3 p.m. in Beauty Blogger Central (located inside the Discover Beauty area). Thus, these exhibitors will be uniquely positioned to connect with a wide range of beauty bloggers and ultimately with consumers. Beauty bloggers continue to play a role in reaching and influencing a large audience of consumers, which results in a level playing field for new or relatively new beauty brands. Programs such as this demonstrate that mass media is not only relegated to a select group of publications, but rather, can be available to anyone. In addition, according to show organizers, the results are tangible and immediate.