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Brand Building and Retail: Cosmoprof NA Marketing Director Talks About Show Initiative

By: Jeff Falk
Posted: June 23, 2010
Daniela Ciocan

Daniela Ciocan, director of marketing for SoGeCos Americas / Cosmoprof North America.

Daniela Ciocan, director of marketing for SoGeCos Americas/Cosmoprof North America, is responsible for keeping Cosmoprof NA fresh and new. As part of these efforts, Ciocan implemented initiatives such as Discover Beauty and the International Buyer Program, and focused on keeping on top of trends and education to catapult the show to a higher level and increase show attendance.

In its third year, the Discover Beauty Program continues to match new beauty brands with national and international retailers and unveil several remarkable new products to the current marketplace. Ciocan personally hand selects the brands for Discover Beauty, and, a testament to her vision of what is hot in the beauty industry, many high-end retailers look to Ciocan for the next big thing.

GCI magazine, which will have a presence in the Discover Beauty 2010 pavilion, asked Ciocan about Discover Beauty, its impact on brands and the industry, and leveraging her experience in brand building.

How has Discover Beauty evolved since its inception?

Ciocan: Discover Beauty (DB) has now evolved to include spa directors/key decision-makers, since many skin care lines are undecided on the distribution channel and can work both in a retail or spa environment. Most recently, the program (due to high demand) has been introduced to the European Cosmoprof edition with much success, and we now have the participation of not only U.S. specialty retailers but international ones as well. In addition, the caliber of brands we select continues to increase, and with the newly added Discover Beauty Award, we now have the opportunity to recognize innovation as seen by the keen expert eyes of the retail buyers.