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EXPOCOSMETICS Press Kit

PRESS FILE EXPOCOSMÉTICA International Cosmetics, Esthetics and Hair Exhibition EXPOCOSMETICS Press Kit

15th EXPOCOSMÉTICA – International Cosmetics, Esthetics and Hair Exhibition

Scope EXPOCOSMÉTICA is the largest exhibition in the cosmetics, beauty and hair care sector in Portugal, bringing together participants from the most representative companies in the sector every year at EXPONOR – Porto International Fair. The main goal of the exhibition is, as with other exhibitions at EXPONOR, to create opportunities for the contact between professionals and audiences that also promote the visibility of cosmetic, beauty and hair care products, services and brands.

Aim To help publicise, provide advice on and promote the consumption of beauty, wellbeing and fashion products. To provide the opportunity for professionals in the sector to demonstrate their products and services, promoting activities and shows that optimise the relationships between exhibitors and partners, current and potential clients.

On display Visitors at EXPOCOSMÉTICA will find natural cosmetics, selective cosmetics, equipment, furniture and decoration for hairdressers, perfume stores and beauty parlours, equipments for beauty and cosmetics, perfume stores and Spas.

Visitor profile Visitors at EXPOCOSMÉTICA include cosmetics, beauty (beauticians, masseurs, etc.) and hair salon professionals, and people in charge of companies in the sector. For two days, the exhibition is also open to the general public.

Dates 24th to 26th April

Venue EXPONOR – Porto International Fair

Times 24th – 2 pm to 9 pm 25th – 10 am to 8 pm 26th – 10 am to 8 pm* *Professionals only. Children under 14 are not allowed

Frequency Annual

Communication Management/Press Room Tel: 22 998 14 23– Fax: 22 998 14 82 [email protected] EXPOCOSMETICS Press Kit

EXPOCOSMETICS 2010

The fountain of youth hasn't been discovered yet, but taking some of the ideas that will be presented in the 15th edition of EXPOCOSMETICS - International Cosmetics, Esthetics and Hair Salon, taking place from 24 to 26 April at EXPONOR, we're getting close, as far as the equipment, services and products of this sector are concerned. The opening on the 24th, the "dawn of the revolution", will leave plenty to look forward to in the excitement of the three days of the event. The last day is reserved for professionals and is dedicated to discussion about the sector, with the Forum “Around the world, Beautifully”.

Liliana Campos, presenter, Fernando Póvoas, nutricionist, Francisco Campos, plastic surgeon, Vera Deus, ex-model and now fashion designer, and Alcino Lima, hairstylist, join together for a discussion that intends to be «informative and engaging», with the role of moderator falling on the shoulders of Manuel Serrão, says Joana Vila Pouca, director of EXPOCOSMETICS, adding that «the idea is to share experiences and views on the importance and influence of beauty in our day-to-day.».

It is precisely in the areas of esthetics and cosmetics that the market will be making news. The concern and care for the body will assume a prominent role in this edition of EXPOCOSMETICS, with innovative equipment, which provide safe and and painless procedures, as well as rejuvenation and anti-aging products, and body evaluation and nutritional support, as indicated, among others, by the proposals of Mesosystem, from BTL Portugal, from Andrês & Andrez and from Sorisa (complete interviews can be found at: www.expocosmetica.exponor.pt).

Betting on its dominant position in the area of cosmetics, Visage will dynamise a cycle of talks, relying on the presence of Serge Louis Alvarez, Head of Make-up at the Opéra de Paris and creator of the make-up brand SLA. In this segment, we will celebrate Oriflame's 25th birthday, the chocolate and cappuccino body masks of Crenel, as well as AGA's new product lines of basic health and sun protection. Headlining here will be the new concepts of franchising being launched by Skin Colour Cosmetics, the make-up kiosk, and SLYou Group, which will present StetikXpress - low cost franchising, specially designed for the young esthetics professional at the beginning of their career.

If cosmetics and esthetics have made advances in the market, so too there is exuberance about the news of professional hairstylists dictating trends, with new colours, styles, equipment and services. Ricki Parodi will present a hair-dryer which has an important detail for the hairstylist because it has «a strong reduction in the number of decibels produced, making the device significantly quieter». Cape-Lo is already focussing on a specific development plan for wigs and turbans aiming at cases of hair-loss through chemotherapy and/or complete baldness. 10 new products have currently been launched. Urbanhair plans to launch a new line of Roverhair; SOL-HAIR their newest line, Smart Curls and Carlos Santos Hair Shop presents a collection of natural hair extensions by Carlos Santos. Covering the needs of all areas, the fair will present the new program by Macrosistemas, Stylus, which will allow business people to keep track of their current clients and suppliers, manage orders, send SMSs for appointment confirmations and other uses.

With a total area of nearly 20,000 m2 distributed over four halls, EXPOCOSMETICS 2010 will have nearly 200 exhibitors and is estimated to entertain over 40,000 visitors. The fair will be open for three days at the following times: Saturday from 14:00 to 21:00, Sunday and Monday (the day reserved for professionals), from 10.00 to 20.00. The 15th birthday of EXPOCOSMETICS Press Kit

EXPOCOSMETICS promises to be unforgettable. For more information, visit : www.expocosmetica.exponor.pt.

Parallel activities Alongside the display of products and services, several parallel activities involving renowned individuals, in Portugal and abroad, are also scheduled. See the programme for the activities scheduled for the three days of the exhibition below.

*Programme 24 April - Saturday

Handling of Oils and Massage Creams, Exfoliation and Clays Workshop, presented by Mrs. Annette Pinna (specialist on the Research and Development Team at La Cremer- ie) Time: 18:00 Venue: Conference Centre, Auditorium A3 Organisation: Bastos Viegas

SLA - professional make-up brand, bio and eco version Speaker: Serge Louis Alvarez - head of make-up at the Opéra de Paris (Paris Opera) and creator of make-up brand SLA Time: 15:00 to 16:30 Venue: Conference Centre, Auditorium B4 Organisation: Group Visage

Miss Brazil-Portugal 2010 EXPOCOSMETICS Election Time: 16:00 to 19:00 Venue: Main stage of the Fair (Pavilion 1) Organisation: Ritmos Perfumados with the support of Bio Extratus

25 April - Sunday

Manual face lift training session with Eduardo Mata Vilalta Time: 10:00 to 18:00 Venue: Conference Centre, Room A6 Organisation: Viva Estética Magazine

Dare to Dream Time: 11:00 to 11:30 Venue: Main stage of the Fair (Pavilion 1) Organisation: Gabriela Esteves Oliveira (ORIFLAME)

Globalisation Time: 12:00 to 13:00 Venue: Main stage of the Fair (Pavilion 1) Organisation: Artistic and Cultural Centre of the Hairdressers Association of Portugal

Get into the Herbalife Rhythm Time: 14:00 to 14:30 Venue: Main stage of the Fair (Pavilion 1) Organisation: Herbalife

«Okaido - Massage techniques of the future» and «Presentation of the advanced course at Lusófona» with Dr. Lídia Palma, professor at ERISA (School of Health), Lusófona University Time: 14:30 to 18:30 Venue: Congress Centre, Room A4 Organisation: ANEP

Presentation of Spring / Summer 2010 Fashion Line by the Artistic Team of the Hairdressers Association of Portugal Time: 14:45 to 15:45 Venue: Main stage at the Fair (Pavilion 1) Organisation: Hairdressers Association of Portugal

Make-up Technique: The importance of training in offering make-up services - SLA Academy Speaker: Serge Louis Alvarez - head of make-up at the Opéra de Paris (Paris Opera) and creator of make-up brand SLA Time: 15:00 to 16:30 Venue: Conference Centre, Auditorium B4 Organisation: Group Visage

EXPOCOSMETICS Show - «Travelling to Madeira» Time: 15:45 to 16:45 Venue: Main stage of the Fair (Pavilion 1) Organisation: EXPOCOSMETICS / Hairdressers Association of Portugal

F3C Show Time: 17:00 to 17:45 Venue: Main stage of the Fair (Pavilion 1) Organisation: Artistic Hairdressers Club of the Hairdressers Association of Portugal

Dare to Dream Time: 18:00 to 18:45 Venue: Main stage of the Fair (Pavilion 1) Organisation: Gabriela Esteves Oliveira (ORIFLAME)

26 April - Monday

Manual face lift training session with Eduardo Mata Vilalta Time: 10:00 to 18:00 Venue: Congress Centre, Room A6 Organisation: Estética Viva Magazine

Art in Education Time: 12:00 to 13:00 Venue: Main stage of the Fair (Pavilion 1) Organisation: Haidressers Association of Portugal and Esthetics Braga

Full Fashion Look Competition Time: 15:00 to 16:00 Location: Main stage of the Fair (Pavilion 1) Organisation: National Association of Body Care

«Around the World in Beauty» Forum with Manuel Serrão as moderator Speakers: Fernando Póvoas, Francisco Campos, Vera Deus, Liliana Campos and Alcino Lima Time: 15:00 Venue: Dream Hotel & Spa space (Pavilion 4) Organisation: EXPOCOSMETICS with the sponsorship of MATRIX

Reduce your size from L to M in seconds, by KEPAWEL Slimming Pants Time: 16:30 to 17:15 Venue: Exhibition Stage (Pavilion 1) Organiser: KEPAWEL by Robersan

The Look 2010 by FORMANDUM, Hairdressing Training Time: 11:00 to 11:45 Venue: Exhibition Stage (Pavilion 1) Organisation: FORMANDUM - EDUCATION AND VOCATIONAL TRAINING

* Program subject to change EXPOCOSMETICS Press Kit

Exhibitor News

Capel-lo presents the "last word" in extensions. Capel-lo operates in the field of hair, and is a pioneer in presenting keratin extensions. It is present in Portugal through distributors, training and after-sale service. This year Capel-lo will present new glued and clipped extensions and new products in wedding accessories, prostheses and wigs.

Ricki Parodi presents its "silent" hair-dryer Ricki Parodi will present a silent professional hair-dryer. It is an innovative product for its abil- ity to increase drying power while reducing noise produced. The device is composed of modern materials, the first biodegradables on the world market. It was developed by Parlux, a brand represented by the company.

Andres & Andrez rejuvenates visitors At a time when the myth of eternal youth is increasingly in vogue, Andrés & Andrez will present an anti-aging product (Cosmeceutical Filler). It will also bring the "Alchimia Personal Lab," a product whose name is the same as the client's, with its own personal and unique code. Finally, we will launch the Space Vivalu, an original low-investment business model for massage candles and home fragrances.

Macrosistemas presents new version of Stylus The new version of the programme Stylus from Macrosistemas, will be presented by Macrosistemas at the 15th edition of the fair. It will allow entrepreneurs to have a current ac- count for customers and suppliers, order management, SMSs to confirm bookings, among other things.

Crenel launches new products A Crenel will launch three new brands to the market – Mariposa Nail, Rubica and Clarena. The new offerings at the fair will be UV gel nails, beauty treatments at competitive rates, chocolate and cappuccino body masks and a professional pedicure line.

Mesosystem promises to slim visitors down Mesosystem has a lymphatic drainage device which can produce a reduction of up to 6 cm per session.The procedures are painless and safe. In addition, it will also feature the line MCCM Balance, made up of Kera Balance (exfoliating cream), Skin Balance (correcting cream) and Sweet Swing (hydrating lotion).

BLT Portugal introduces a revolution in liposuction The BTL Portugal will introduce Body Shaping Exilis at EXPONOR. It is a medical esthetics device which combines ultra-sound and high-frequency radiowaves. It allows non-invasive liposuction treatment while avoiding cellular destruction.

Skin Colour Cosmetics proposes a new concept in franchising This year Skin Colour Cosmetics will present Florma franchising, based on the concept of the make-up kiosk, Flormar Supershine nail-polish with new eyeshadows.The company operates in the cosmetic and perfumery markets, and is present in the Angolan market.

Carlos Santos launches natural hair extensions In the 15th edition of EXPOCOSMETICS, Carlos Santos launches natural hair extensions. The brand operates in the hairdressing and esthetics sector, with plans of expansion into Angola. EXPOCOSMETICS Press Kit

AGA launches lines of cosmeceuticals AGA will present their cosmeceutical lines, targeted at men and women of all ages. It will display lines of basic health care to sun protection. The ranges have active ingredients combined by the experience and knowledge of skilled pharmaceutical labs.

Oriflame wants to gain clients In celebration of 15 years of EXPOCOSMETICS and 25 of Oriflame , the brand expects to attract new customers and consultants. Currently it has 40,000 salespeople, but projects that by 2014 this number will reach 85,000. In service of this goal, Oriflame will provide information on how to get extra income in its career planning stand.

SLYou presents Low Cost franchising In a period when, more and more, people are investing in esthetics training SLYou presents Low Cost franchising. The aim is to help young professionals in esthetics open their own business. Support can range from the choice of site/store to training. In the field of cosmetics, SLYou will present new lines by the renowned Dibi and Jean Klebert. In addition, they will launch the new non-invasive capturing devices.

Soriso debuts in the field of Nutraceuticals With the coming of spring and the increase in concern for the body, Soriso has reserved an area on nutraceuticals and body evaluation equipment for nutritional support service in its stands. In addition, it will present products in the areas of well-being, spa, beauty, esthetics and wellness.

Urbanhair launches line for hairstylists The Urbanhair operates in the field of esthetics and cosmetics. It represents the Italian brand Roverhair in the north of Portugal. This year, it will launch a new line of Roverhair for professional hairstylists.

SOL-HAIR presents Smart Curls COMPAGNIA DEL COLORE, represented at the fair by SOL-HAIR, presents its newest line, Smart Curls. This is a hair curling system in two formulations, which is the result of advanced technology, and avoids exposure of hair to the stress of alkali, typical in the work of producing curls. This guarantees the protection of hair from burns and permanent damage.

KEPAWEL Models KEPAWEL promises to show on stage, "a simple and fun way" of changing your image after the use of Kepawel cinching belts from Robersan. Kepawel launches this new product at the fair, and describes it as "innovative in health, beauty, wellness and is extremely comfortable."

Visage promises the presence of Alvarez Betting on its dominant position in the area of cosmetics, Visage will dynamise a cycle of talks, relying on the presence of Serge Louis Alvarez, Head of Make-up at the Opéra de Paris and creator of the make-up brand SLA. EXPOCOSMETICS Press Kit

Partners' News

Tribute to Madeira Discovering the natural beauty of the Pearl of the Atlantic, highlighting the impressive array of colours, the smell of the earth and the scent of flowers, the Hairdressers Association of Portugal (ACP) tries to recreate the environment of the island of Madeira in this year's EXPOCOSMETICS Official Show. The objective is to mould hair into verdent and flowering Madeiran valleys, combining the beauty and elegance of flowers with the energy of the ocean.

Art in Education The Hairdressers Association of Portugal and Esthetics Braga (APCEB) promotes "Art in Education", which will demonstrate the artistic part of the knowledge acquired by trainees during training. Students will have to provide talent, creativity and quality.

Full Fashion Look The National Association of Trade and Industry Body Care Services of Leiria (ANSCSCCL) repeats successful past events, such as the "Full Fashion Look" competition, whose objectives are to promote the technique, art, originality and creativity of the participants. This event targets professionals in the area of hairstyling, esthetics and similar areas.

ANCC celebrates 25 years The National Association of Body Care (ANCC) represents companies in the health and fashion industry. This year it celebrates 25 years of service to these sectors. The ANCC believes that the latest editions of the fair have been unbeatable and hopes that with its 15th year of operation membership among fair exhibitors will increase.

CACP for hair cutting and styling In the 15th edition of EXPOCOSMETICS, the Club of Artistic Hairdressers Portugal (CACP) promises to bring energy to the event. Colour, music and irreverence will mark the show which will be put on for you. The CACP stresses the importance of such fairs to introduce new products and concepts.

Manual Face Lifts Highlighted in the Estética Viva Magazine are “reavealing tricks for joyfulness”. This is a workshop for manual face lifting. It is an anti-aging procedure that immediately transforms the face, restoring vitality and harmony. The trainer is Eduardo Mata Vivalata, a master of massage therapy, therapeutic massage and esthetics. The workshop will take seven hours divided over 25 and 26 April.

CACCP at the crossroads of globalisation The Cultural and Artistic Centre for the Hairdressers Association of Portugal (CACCP) presents the trends for Spring / Summer 2010. The mission of the CACCP is to promote the hairstylist's art. The theme on stage this year will be "navigating globalisation" and will feature new talents in the field.

ABIHPEC launches the project Beautycare Brasil The Brazilian Toiletry, Perfumery and Cosmetics Association (ABIHPEC) and the Brazilian Trade Promotion and Export Agency (Apex-Brazil) will present the new phase of the program for this sector. Its mission is to promote the export of Toiletry, Perfumery and Cosmetic products (HPPC), contributing to the internationalisation of Brazilian companies through targeted actions and monitoring of the export process.