A Preview of HBA Global Expo

BA Global Expo 2001, the leading health, beauty and personal care trade show in the Americas, will be held June 12-14 at the Jacob K. Javits Conven-tion Center in New York City. Nearly 500 exhibitors are expected to showcase their products and services on 100,000 sq. ft. of exhibit space. According to show organizers, the event will attract 12,000 cosmetic and personal care professionals from around the world.

"HBA is the only event in North America where cosmetic and personal care professionals can discover such a vast array of product solutions and contacts," summarized Jack Gonzalez, HBA show manager.

With the theme “From formula to finish,” the comprehensive conference program is designed to provide marketing and technical professionals with insights into the trends, strategies, innovations and technologies that shape the cosmetic and personal care industry. Created along three tracks—marketing, packaging and product development—the conference will feature an impressive lineup of industry leaders discussing a vast array of valuable topics, according to show organizers.

Sixteen sessions, covering everything from effectively marketing fragrance and skin care products to utilizing public relations services and the internet in marketing, will provide marketing professionals with the insight they need to stay at the cutting edge, said show organizers.

Several sessions, including “Salons & day spas: a viable marketing channel you just have to know;” “Product marketing: skin and derm products;” Fragrance marketing: what it takes to get and maintain success” and “Conquering the male animal, will explore ways to develop and implement more effective marketing plans.”

A diverse panel of expert salon industry trend-makers and marketing practitioners will provide new perspectives on proven marketing tactics and discuss the most current trends in the professional salon industry. Experts on skin and derm products will address where the category is headed, as well as their personal keys to success.Meanwhile fragrance experts will provide an understanding of how certain fragrances achieve prominence while others fail.

Other seminars of special interest include “Display: motion, commotion and innovation;” and “Making p-o-p work: joint presentation by suppliers and marketers.” Both sessions will feature suppliers and marketers presenting the latest and most innovative products and services in the point of sale marketplace.

New to HBA this year is an Asian Pavilion featuring nearly 40 companies from Korea, Taiwan, China, Hong Kong and Japan. According to HBA Global Expo organizers, the continued growth in respresentation by Pacific Rim companies offers U.S.-based marketing companies new opportunities for component selection that were never available before.

In addition to the Asian Pavilion, HBA hosts a large international presence of companies from around the world. Exhibitors from Austria, Can- ada, France, Italy, Germany, U.K., Mexico, Spain and Switzerland will take part in what will be the largest event in the history of the show.

Product Development Tracks

Addressing both the practical and theoretical factors of the field, these tracks will feature sessions such as “Adding value to your product through great (maybe daring) design” and “The IPDA winners tell how they did it.” Panelists will discuss how to add value to a product through innovative design, enticing the consumer with labeling and decorating to maximize sales and several tricks with materials, designs and executions to produce prestige packaging within a budget.

The product development conference sessions will explore advances in skin care, hair care and personal care and new developments in cosmetic safety.Participants can attend diverse sessions including new developments in skin care (three sessions), new developments in hair care, new developments in cosmetic safety: how to protect the consumer from harmful products, product development career building and sunscreen: technology advances of regulatory traps.

Tutorials

In response to the positive feedback from last year’s conference participants, three highly successful tutorials will return to HBA in June of 2001. Last year’s innovative newcomer, “The building blocks of fragrance; note by note” allows attendees to participate in a unique, interactive setting where they are able to smell various notes as each is explained by the perfumer.As the fragrance notes are assembled attendees will understand how the composition leads to a final perfume, which also will be available. The sessions will once again feature leading essential oil companies including IFF, Firmenich and Haarmann & Reimer.

Another tutorial, “Movers and shakers: the people who make things happen,” will be moderated by fashion and cosmetic expert Faye Brookman of Women’s Wear Daily. This tutorial includes a panel of high-profile executives from cosmetic, personal care and fragrance companies worldwide who share their secrets for success. Speakers will include experts from Shiseido, L’Oréal, Sephora, Circle of Beauty, Coty, Kiss Products and Tony & Tina. They will tackle subjects such as problem solving technology and critical industry trends.

The third HBA tutorial, “Under- standing and profiting from the internet,” is a special session about conducting business on the internet, co-sponsored by Yahoo!. The program is specifically designed to help ease the way for companies making or preparing to make their way on to the internet.Speakers and topics include: Matt De Ganon, chairman, K2Digital, “Ground zero: developing an effective strategic foundation for design, navigation and scope of a consumer site;” Phil Terry, CEO, Creative Good, “Crafting an outstanding customer experience: the heart of an e-business;” Judy Harrison, consultant, “Building a lasting and profitable e-commerce business: Understanding your customer and marketplace;” Jim Nail, senior analyst, Forrester, “Hunting the elusive online customer; leveraging the online strategy to drive volume” and Jean Teather, senior producer, Yahoo! Living, “What women really want online.”

Last year, nearly 3000 conference attendees propelled the show to record-breaking attendance. According to Jack Gonzalez, show manager, HBA, the continual growth that HBA has experienced during the past eight years is a direct result of the need for one industry event that encompasses everything from the development of the formula to the creation of the finished product and package. Show hours are: Tuesday, June 12, 10:00 am to 5:30 pm; Wednesday, June 13, 10:00 am to 5:30 pm and Thursday, June 14, 10:00 am to 2:00 pm. For more information about HBA Global Expo, visit the HBA website at www.hbaexpo.com or Jack Gonzalez, show manager, (212) 600 3167; Fax: (212) 600-3175.