Cosmoprof is heading South this winter.

For the first time in its 20-year run in North America, Cosmoprof is launching a new B2B trade show in Miami, Florida, scheduled for January 23 through January 25, 2024. To be held at the Miami Beach Convention Center, Cosmoprof Miami looks to supplement the long-running summer show held in Las Vegas with opportunities in North, South, and Central America. Officials expect the Miami show to be smaller than Las Vegas, but the brand exhibitor mix will be entirely different.

“Expanding Cosmoprof North America to Miami opens doors to diverse markets and attracts participants who typically wouldn’t attend the Las Vegas event. While the top three East Coast states—New York, New Jersey, and Pennsylvania—only comprised 11% of total attendees in Las Vegas, our Miami registrations have already surpassed that, currently standing at 15%,” said CPNA Vice President of Marketing, Liza Rapay. She added that Miami’s strategic location makes it an ideal hub for the crucial Latin American beauty market. “In Las Vegas, Latin American attendees constituted 6%, but in Miami, our registered Latin American attendees represent an impressive 16%.” Highlighting the appeal of the Miami event is that 51% of exhibiting brands are newcomers to Cosmoprof North America, “a significant draw for retailers, buyers, importers, exporters, and all our other attendees.”

Like the Las Vegas version, Cosmoprof Miami will showcase hundreds of brands for thousands of professionals looking to expand their reach in the beauty sector. All under one roof, potential buyers will have the opportunity to connect with both finished product exhibitors in the hair, spa, fragrance, and multicultural sectors. In the CosmoPack sector of the show, exhibitors will showcase raw materials, ingredients, machinery, packaging, and other beauty solutions.

The Miami show will naturally focus on Latin America with Country Pavilions dedicated to beauty hailing from Argentina, Brazil, and Colombia. Other countries represented will include France, China, Germany, South Africa, South Korea, Spain, and Turkey.

Attendees can also find inspiration from educational offerings—in English and Spanish—with more than 10 seminars and workshops planned, featuring Cosmoprof North America first timers Susan Akkad (The Estée Lauder Companies), Scott Miselnicky (Clinique), Daniel Morimoto (Circana), and Janet Pardo (Clinique). CEW will also be hosting a panel on the professional market feature executives from Jane Iredale and Elta MD.

New to Cosmoprof Miami is a joint venture in partnership with WSL Strategic Retail to launch a specially curated Retail Safari, where attendees visit local retailers that are shaping the future of beauty. Additionally, in collaboration with Scent Marketing Inc., Cosmoprof Miami will unveil a signature ambient scent capturing the essence of Cosmoprof Miami: exciting, vibrant, and timeless.

“Our visitors can experience this ambient scent when they visit the Discover Beauty area of the show floor.  The scent was designed for a demographic that is unisex, diverse, and global, and for an audience seeking a welcoming and energetic space with intrigue and expertise,” said Rapay. The scent is composed of top notes of mimosa and palm leaf, a middle note of muguet, and a base note of sandalwood and musk.

To register for Cosmoprof Miami, visit Cosmoprof’s website. CEW members save 25% on registration with code CEW24.