Liza Rapay joined Cosmoprof North America as Head of Marketing in 2018 after a 13-year career at The Estée Lauder Cos., where most recently she was the Marketing Director for North America for Clinique. Liza knew she wanted her next experience to be outside of brands, but within the beauty industry, so when the opportunity arose for her to oversee Cosmoprof North America, the country’s largest beauty trade show fair, Liza jumped at the chance. Here, Liza talks about what’s new at this year’s show, the biggest growth opportunity for CPNA and what has been her biggest challenge.
CEW Beauty News: What attracted you to the role of Head of Marketing for Cosmoprof North America?
Liza Rapay: When this opportunity came my way, I was thrilled as it was what I was looking for without knowing exactly what I was looking for in terms of my next career move. I was excited at the opportunity to work with all beauty companies, big and small, new and established. Cosmoprof North America offers an amazing platform to connect people in the industry and establish strong relationships, which are necessary to succeed in this business.
CEW BN: Is the role what you expected to be? What was one of the biggest surprises?
LR: To be honest, I didn’t know what to expect in the beginning as it was such a departure from my previous role. In less than one year of being in this position, I can honestly say that I am thrilled to be a part of this organization.
CEW BN: Where did you see the biggest opportunity for growth for the show?
LR: As a B2B show, we are always striving to strengthen business-building opportunities for exhibitors and attendees alike. One of the top priorities this year was the Buyer Program, an initiative addressed to top-tier domestic and international key beauty players that combines trade show and tailor-made B2B meetings for exhibiting companies who wish to expand their business worldwide. Business-building opportunities can also be found in the newly-implemented Trends Corner, where exhibitors and attendees can learn about everything from identifying market trends to making smarter business decisions and understanding the needs of customers to develop strategies necessary to a brand’s success. We also made it a point to strengthen our positioning in the industry by establishing partnerships with leading authoritative voices, such as FIT’s Master’s Degree Program: Cosmetics & Fragrance Marketing and Management, as well as The NPD Group.
CEW BN: What are some of the biggest changes attendees will see this year versus last year?
LR: We are building more consistency and similar elements across all of the Cosmoprof shows worldwide, allowing brands and guests to be able to better leverage their participation at multiple events. At our 17th edition, we will be inaugurating the Cosmoprof & Cosmopack North America Awards, CosmoTrends and the Factory following the success of such initiatives at Cosmoprof Bologna and Cosmoprof Hong Kong.
CEW BN: What has been the most challenging part in your new role?
LR: Establishing the BolognaFiere USA, LLC office in New York City from the ground up as it is its first office in the United States.
CEW BN: What is the mantra you live by?
LR: Do the right thing, always be fair and above all, be grateful.
CEW BN: If you could write the fortune in a fortune cookie, what would it be?
LR: You’ll find greater success if you keep home close to your heart.