Cosmoprof North America is debuting a robust multi-channel social media strategy with key online influencers to build the show’s brand awareness before and after the three-day event, taking place July 12 to 14, at the Mandalay Bay Convention Center in Las Vegas.

The program includes videos, tweets, blogs and live broadcasts of exhibiting companies that are expected to reach millions of consumers. One leg of the social media effort includes the See It @ CPNA program, which will have three leading online influencers reviewing individual products from registered exhibitors in advance of the show. The videos will live on the CPNA YouTube channel, as well as on the websites and social media platforms of participating exhibitors. New product reviews will be featured a couple of times per week through early July.

Then there’s the Beaut-E Zone program, which enlists five leading beauty bloggers to live tweet about the show and up-and-coming brands that are exhibiting. At the end of each day, each online influencer will post their own “Daily Best in Beauty” showcasing the products they loved the most. They will also be hosting the Beauty Gone Viral conference on Monday, July 13,, from 11 a.m. to 12:30 p.m. on the second floor of the Mandalay Bay Convention Center where they’ll discuss the growth of YouTube influencer content and the role of video in communication for beauty brands. Combined, the five bloggers have a social media following of more than 7 million, and approximately 1 million Unique Web Visitors per month.

And, there’s the Trendscouts program, which allows news from the CPNA show floor to get onto social channels in real time. A team of reporters will walk the show floor, meet with exhibitors and share their findings on new products and equipment throughout the event. They will also select their top exhibitors for the first ever “Trendscout’s Top 100” from the show.

Finally, CPNA Beaut-E Reviews taps Beauty and Lifestyle Expert Aly Walansky to host on-the-spot video reviews of walk-up product submissions from exhibiting brands, throughout the event on the show floor. Videos will be posted through August on YouTube.

Cosmoprof North America is organized by North American BeautyEvents LLC, a joint-venture company between BolognaFiere Group and the Professional Beauty Association.To view a sizzle reel from Cosmoprof’s 2014 show, click here.