INTERCHARM Professional 2019: twice as many professional events

May 06, 2019, Moscow press release

INTERCHARM Professional, the largest specialized event of the beauty industry in Russia the CIS, Central and Eastern Europe took place on April 18-20 in Moscow with over 450 exhibitors from 16 countries and over 40 000 unique visitors.

INTERCHARM Professional in numbers: • 40,000+ unique visitors • 450+ participating companies from 16 countries, including: Germany, Russia, Egypt, Israel, Italy, China, Republic of Korea, Malaysia, Pakistan, Poland, Russia, United States of America, Thailand, Ukraine, South Africa, Japan, • 103 foreign participating companies - a record number! • 13 onsite events, • hundreds of presentations and master classes on stands, • premieres: a forum on trends, distribution and brand building in the professional / salon , and market Prof Beauty Brand, permanent makeup workshops, education course on SPA Cosmetology, master classes in hairdressing.

Global beauty showcase:  professional cosmetics,  green Corner: Natural cosmetics (special section),  cosmetology,  hairdressing,  nail service,  professional make-up,  equipment, furniture and accessories for beauty salons and studios,  aromatherapy and spa,  permanent make-up,  solariums and tanning.

The path to the top begins with INTERCHARM Professional This year 103 foreign companies were exhibited, including from Germany, Egypt, Israel, Italy, China, the Republic of Korea, Malaysia, Pakistan, Poland, the USA, Thailand, Ukraine, South Africa and Japan. German brand MSB® Cosmeceuticals uses the results of scientific research to create products that solve complex skin problems. The company has its own research center, laboratory and production. Japanese brand Coroku represents all the main features of J-Beauty: the unusual packaging and effective formulations. The ingredients of cosmetic products of Polish brand Make Me Bio are mostly herbal extracts. American Moehair USA demonstrated innovative hair care products. Of course, the exhibition also featured a large number of Russian companies both manufacturers and distributors of professional cosmetics and equipment for beauty salons and professional usage. Toppik innovative product for a natural-looking thick, healthy and dense hair with keratin nanofibers in the list of ingredients was on the Batiste stand. OrganicTai introduced a new skincare line Orchid with a multi-lifting effect. Ingredients: low weight molecular hyaluronic acid, peptides, orchid extract, and many natural oils and extracts. Janssen Cosmetics had an up-to-date novelty for the approaching summer: a refreshing anti-age mask-mousse based on algae. It pleasantly cools the skin, revitalizes and moisturizes. Famous brand POSH presented luxurious palettes of moisture-resistant shadows with a silk texture, as well as a mini-make-up studio and other bestseller. At ARTBANDA make-up school stand, during all days of the exhibition were held master classes in visage and body art by the world champion, international judge and art school director Daria Bogatova and champions and prize- winners of Russian championships of ARTBANDA make-up school teachers. Following the trend for naturalness, a special section GREEN CORNER - Natural Cosmetics was a part of exposition. The natural origin of the products presented in this section has been confirmed by international certificates, such as ECOCERT, BDIH and ICEA, which emphasize the high quality of represented products. At the stand of the Russian cosmeceutical brand Alpika there were products with alpine meadow grass extracts, algae extracts, embryonic phytocell extracts, phytoplacenta, natural vitamins, fruit acids and other active ingredients. Natural cosmetics for use in beauty salons - alginate masks, peels with ANA-acids, creams and scrubs were at the OZ!OrganicZone booth.

Premiere INTERCHARM Professional 2019 On April 18, cosmetology congress InterCHARM Med, held in the exhibition hall for the first time, was officially opened. The main theme of the first day of the congress for aesthetic medicine specialists of any level of training was devoted to injection techniques: preparations based on DNA and RNA complexes, profhilo, combined injection techniques by placental preparations in the treatment of involutional changes in the skin of the . The event was opened by Alexei Gerashchenko, a psychologist-psychotherapist and business consultant with international qualifications, the chancellor of the Institute for Effective Training and Professional Standards. The expert talked about the psychotherapeutic approach in working with difficult patients in cosmetology and . Also, the topic of discussion was an equally important issue for the industry - thread lifting. Among speakers: Maxim Zhuravel, dermatovenerologist, cosmetologist, trichologist, assistant at the Department of Biomedicine of the Institute of Eastern Medicine, RUDN University, member of the Moscow Regional Society of Dermatovenerologists, Daria Votenko, dermatovenereologist, cosmetologist, trichologist, assistant at the Department of Biomedicine of the Institute of Oriental Medicine Therapist. Society of Dermatovenerologists, Elena Sibrina, surgeon-combustiologist, dermatologist, cosmetologist, specialist in bioregenerative and anti-aging medicine, healthcare organization, Head Doctor of the Aesthetic Medicine Clinic Dr. Meso, certified trainer of Skin Technology, Elena Vasilyeva, dermatologist, cosmetologist, head doctor of the Beauty Institute Belle Allure, head coach of Resorblift, speaker of international conferences in Russia and abroad, author of scientific articles, member of the organization WOSIAM and other recognized professionals. On the second day, the discussion touched upon the problem of hyperpigmentation: peelings, the science of skin healing according to Dr. Zein Obadji system, placental therapy in complex anti-age protocols in the practice of a cosmetologist, peels of a new generation, principles of peptide regulation. Another topic of this day was alternative cosmetology: carboxytherapy in modern cosmetology and non-invasive with plasma. Conference Business cases for top-managers of beauty salons and clinics: business diagnostics for the first time was held as part of INTERCHARM Professional. Industry changes were taken into account and were reflected in the conference program: new! session franchise and session head-blogger. Conference speakers at the INTERCHARM Professional 2019: Julia Aligina, general director of Persona chain of beauty salons, Julia Del, head of PR NAIL SCHOOL, Angela Batalova, Marketing Manager of Rhana Corporation, Alla Akperova, co-owner of the Moskvichka chain of beauty salons, Vasil Gazizulin, co-founder of TopFranchise marketplace, Lina Dembikova, founder of beauty bar CallmeBaby, TV presenter and celebrity-stylist, Eleonora Movsisyan, co-owner of Nail Sunny studio, Alexandra Cherkas, head of product development at VKontakte, Suzanna Karpova, blogger and co-owner of the Prive 7 salon, Anna Klyuchko, blogger and founder of the network of eyelash extension studios, Sergey Serebryakov, leading specialist at Arnebia, Natalya Sychkova, founder and CEO of the Nogotok studios and styling bars Dry & Go, Tatyana Belchenkova, director of FEN DRY BAR school, Vasily Mikhailov, CEO, founder and co-founder of Colba color bar, Victoria Roshchaninova, head of Kraftway clinic, Elena Kirichenko, co-owner of Brow Bar Moscow, Yulia Shumakova, general director of the beauty and healthcare Center Beliy Sad, Natalia Solntseva, co-owner of the Persona Stylists School, Maxim Spivak, director and lecturer of 13 by BLACK STAR Academy, Ivan Bardin, development director at Arnika, Dmitry Palchunov, CEO at Solovei chain of beauty salons. The event is held under the auspices of the club for the top management of Russian beauty salons InterCHARM Premium. Partner of the InterCHARM Premium program and Conference Business cases for top-managers of beauty salons and clinics: business diagnostics is company. Managers, brand managers, marketers of beauty salons, cosmetology and aesthetic medicine clinics, as well as representative offices and distributors of professional cosmetics were able to learn more about the distribution, marketing and branding of professional cosmetics, as well as the market conditions at the premiere forum on trends, distribution and brand building on Prof Beauty Brand market of professional / salon cosmetics, aesthetic medicine and cosmetology. Olga Goncharova, Deputy Editor-in-Chief, Vademecum Analytical Center, Ms. Michie Nakazawa, Vice President of Bb Laboratories, Ekaterina Dibrova, President of RHANA Medical Corporation, Valery Mikolaevsky, general director at Beauty Expert, Anna Dycheva-Smirnova, CEO at Reed Exhibitions Russia, Elena Lykova, brand director SkinCeuticals (L'Oreal), Evgenia Parmukhina, research manager of the Tekart Company (techart.ru), Dmitry Scorchelletti, business development director at the Center for Development of Perspective Technologies, Anastasia Kotova, Consultant at CARLIN Creative Trend Bureau Russia, Ksenia Voznyuk, Analyst at RBC Market Research, Alexander Ryabov, head of Moscow office at ICG, Polina Gabay, general director of Faculty of Medical Law, Legal Counsel for Medical Law of the Academy of Medical Education, Damir Znatdinov, head of marketing department at ESTECOM, Evgenia Zudova, project director at TM-Communications, Dmitry Safonov, partner and development director at FIRST . Moderators: Elena Smirnova, editor-in-chief of Kommersant.Style Anti-age, Natalya Rakoch, founder of BrandGuru branding agency and Vivienne Sabo.

For permanent makeup artists as well as for anyone interested in permanent makeup and trends permanent makeup workshops were held for the first time at INTERCHARM Professional. Intensive one-day training program was presented in look & learn format. Speakers: MyStyle brand representative Elena Belinskaya, Swiss Color Certified PMU Specialist (Switzerland) Larisa Kazakova, Ph.D. of the make-up and aesthetic dermopigmentation of Biotech Russia Anna Zabolotnaya, master teacher of permanent makeup of the international school MyStyle Marina Nechayeva permanent makeup, and triho- dermopigmentation specialist Elena Olshanskaya, founder and director of the International Center for Permanent Makeup Ultra Yelena Osipova. The general partner of master classes in permanent make-up in the framework of the INTERCHARM Professional 2019 program is MyStyle.

As part of the master classes program in hairdressing, Anna Ashwood, the only Russian-speaking teacher in the entire history with experience at the Vidal Sassoon Academy, founder of the brand Anna Eshwood Ltd. and the Matrix9, and Anna Eshwood Art Team presented three demo-shows of confident and conscious hairstyling. Further, the event continued with master classes from Keune Design International School, during which Alina Zavyalova, international technologist KEUNE International, Keune Russia technologist Artem Kayukov, KEUNE RUSSIA creative partner Maxim Lazarev showed iconic school images. The creative partner at VISIONHAIR company Christina Fedorova and VISIONHAIR technologist Julia Fortuna told about the commercial textures on long hair. Aesthetician cosmetologists, massage therapists, spa specialists, spa technologists, owners and salon managers could attend forum on Spa Cosmetology. The course consisted of theoretical and practical parts. First day was devoted to diagnostic systems for assessing the psycho-emotional state of the body and its impact on the effectiveness of solving aesthetic problems, as well as to the principles of selecting services for building spa programs with a special focus on aesthetic and wellness. The course continued with a series of master classes in aromodiagnostics and author's massage techniques.

Extensive program of professional events Professionals could expand their knowledge at II Congress "Combined technologies of aesthetic medicine" (STEM) as the discussion was devoted to such topical issues: Selection of equipment for a successful business, the role of real-time visualization to achieve a outstanding result, current trends in skin rejuvenation with modern light technologies, lifting threads in combination with RF needle rejuvenation, combined use of micro-focused ultrasound and broadband light for the correction of age-related changes in patients with rosacea, the use of high- tech laser platform, vascular pathology, hardware methods in complex treatment and correction of acne and post acne, heal skin scarring, synergism of skin hydration and heat exposure, the possibilities of a CO2RE laser in the treatment of hypotrophic and other topics of relevance for professionals. Cosmetology professionals had the opportunity to attend another specialized XXII International Congress on Applied Aesthetics. The first day of the event, April 18, was devoted to the treatment of complications in cosmetology: rehabilitation after invasive procedures, ischemic and inflammatory complications after the use of fillers, correction of postoperative zones, dermatology in the practice of cosmetology, legal and economic aspects of cosmetology. The next day, the discussion continued on the subject of the human body and applied aesthetics and health in the 21st century: weight management, new nutritive accompanying practice in wrinkle management and new technologies in preventing aging of the brain from the standpoint of anti-aging and aesthetic medicine . At XXIII Conference "Management of Beauty Salons the managers analyzed in detail the issues of client and patient rights, work with the staff, sales in beauty salons and the whole management of this business. For nail masters this year there were two large-scale events: master classes School of nail service and master classes Nail Desant where everyone could learn about the commercial and art modeling and design of nails, new types of manicure, knowledge of the basics podology in the practice of a master, issues of opening a . InterCHARM Mentorship was held as a part of supportive program for young graduates. Under the guidance of a professional guide, participants examined the latest trends in cosmetology and aesthetic medicine, as well as new preparations and procedures. General partner of the business program of INTERCHARM Professional 2019 is RHANA Medical Corporation.

Personal support for visitors Visitors could take the assistance of INTERCHARM Professional bot via Facebook Messenger, Viber and Telegram in order to make their staying at the venue more comfortable and buy tickets online, learn the show program, and get answers to most common questions. New! Visitors received on email a list of booths that accurately fit their interests. The system operates with the help of artificial intelligence and on a non-commercial basis. Such e-mails are sent several times: twice before the event, and once after, in order to continue business communication after the show. The partners of INTERCHARM Professional 2019 are both companies Arnebia and NickOl. The official water supplier is Svyatoy Istochnik company.

This autumn rich exposition of InterCHARM 2019 show will be expanded with new educational two-day show event event InterCHARM Headline where for the first time in Russia the master-class will be performed by the star of surrealistic make-up Mimi Choi who has over million followers in Instagram (@mimles).

InterCHARM 2019 - October 23-26, Crocus Expo (leave a ticket request) Learn more about the exhibition on the website: www.intercharm.ru Find out about current trends, news and news from the beauty industry on the INTERCHARM social networks: VKontakte – www.vk.com/Intercharm Facebook – www.instagram.com/intercharm_ru Instagram – www.facebook.com/intercharm --- NOTES FOR EDITOR

INTERCHARM Professional – the largest in Russia and CIS specialized exhibition for beauty professionals and beauty salon business. The show combines exposition of domestic and foreign developments in the fields of professional cosmetics and cosmetology, nail service, hairdressing, makeup, dermatology, aesthetic medicine, trichology, podiatry and permanent makeup, and a professional program – conferences, workshops and championships. The event annually in April becomes the main centre of premieres and the space of professional dialogue between manufacturers, distributors, beautiful business owners and industry professionals. Knowledge at INTERCHARM professional is unique and first-hand only! https://www.intercharm.ru/ru/professional/ Organiser: Reed Exhibitions - the world’s leading events organiser. With a unique network of offices and international sales promoters, our market reach is extensive: over 7 million participants attended our events annually. We have a growing portfolio of over 500 events in 30 countries, including trade and consumer exhibitions, conferences and meetings, ranging across 43 industry sectors – from aerospace and aviation to beauty and cosmetics to sports and recreation. Reed Exhibitions is a part of RELX - the leading data supplier for professionals in different industries. www.reedexpo.ru

For media relations: Anna Korobova М. +7 925 086 4976 E. [email protected] /[email protected]