This document provides information about the BEAUTY COLOR exhibition taking place in Paris from December 14-19, 2011. The exhibition is dedicated to beauty products and services for black/African/ethnic communities in France and aims to meet the needs of people with black skin and hair types. Over 100 exhibitors will showcase cosmetics, haircare, fashion, wellness products and services. Experts will provide advice and demonstrations. Around 30,000 visitors are expected over the 6 day event.
2. Why choose BEAUTY COLOR?
• Over the past 5 years, studies of the ethnic market in France have multiplied, whether they are
conducted by marketing agencies or independent bodies. The market research is unanimous on one
point: ethnic minorities, which represent around 17% of the French population, are the most
promising targets. It has been shown, in a survey by L'Oréal for its subsidiary Softsheen Carson, that a
black woman spends on average 9 times more on cosmetics than a Caucasian woman, which makes this
a highly lucrative market (14.7 billion Euros).
• With an estimated population of around 3 million, the black community in France, comprising Africans,
Afro-Caribbeans (West Indian), French of African and mixed race origin, has spending habits that are
attractive to a number of companies...Carole, Black up, Mac, Nivea, Ethnicia, Kanellia, Pierre-Yves Lila,
Célianthe, Provost, St Algues...each one is trying to attract an ever-more demanding and affluent
clientele.
So the trend is towards ethnic groups,
even if this isn’t always put into so many
words, and it is to meet this need that BRG
Expo, a subsidiary of Joël Garcia
Organisation, an exhibition organiser for
over 40 years, has appointed Marina
MARVILLE as manager of this new
exhibition dedicated to beauty and
hairdressing.
3. What is BEAUTY COLOR?
• BEAUTY COLOR is an event dedicated to
beauty, including hair, skin, cosmetics and
well-being. BEAUTY COLOR is an
opportunity of launching a debate and
creating a new market to meet the needs
of people with black skin and hair that is
Afro, curly or frizzy. There will be
invaluable artistic and professional input
from experts in female skin and hair care;
apart from its mission to educate, the
BEAUTY COLOR exhibition is a social
event, where all the family can meet and
find out about a wide range of products
and services, from cosmetics to fashion
designs, as well as the cultural aspect.
• With an explosion in the market for ethnic
cosmetics worldwide, as capital of
glamour and fashion it is only fitting that
Paris should host an event of this kind in
2011.
4. What the exhibition is about
Afro, curly and frizzy hair will have pride of place during the BEAUTY COLOR exhibition, but there
will also be space for cosmetics, fashion and well-being. Every aspect of hair will be covered and
professionals and consumers alike will be able to find answers to their questions on subjects
such as the best techniques, care and products for their type of hair.
Main aims of the BEAUTY COLOR exhibition:
1/ To inform and advise on the specific needs of
Afro-curly hair and black skin.
2/ To promote beauty products aimed at ethnic
groups.
3/ To encourage exchanges between
professionals and individuals.
4/ To promote beauty and elegance.
5/ To find out about the latest trends.
The exhibition will include:
Exhibition/sales hall – Conferences/debates
– Products – Hairstyling - Demonstrations
and a hairdressing contest – Fashion &
Accessories – Catwalk shows – Shows –
Films.
5. Programme
4,000m² of exhibition/selling space. All aspects of beauty will be covered: makeup, jewellery, accessories,
hair, products, services and much more.
Skincare and cosmetic advice and services. Hair stylists and experts from France, Europe and the United
States will be on hand to demonstrate their expertise, services and products.
Hairstyle and product demonstrations.
A hairstyling workshop where visitors can have their hair done at attractive rates.
Unique workshops/conferences on topics connected with black beauty: experts will give talks and answer
questions from the public in a dedicated area attached to the exhibition.
A major hairdressing competition open to professional stylists, braiding experts and locticians, where
hairdressing will be turned into an art. In partnership with BELLE NEGRESSE.
A colourful fashion show showcasing not just hairstyles but also clothing, jewellery and accessories.
VENUE
La Halle Freyssinet, a fully equipped venue
Situated in the heart of Paris, 50m from the Chevaleret
metro station and bus routes.
La Halle Freyssinet has hosted many exhibitions and
fashion shows (SATIS, GMAC, TAF, SALON
BROCANTE ET ANTIQUITES, NINA RICCI & LANVIN,
etc.). Opposite Bercy and just behind the Grande
Bibliothèque, La Halle Freyssinet is easily
accessible, and has plenty of car parking spaces.
6. EXHIBITION SPACE....A galaxy of experts…
BEAUTY AREA
Institute of beauty
Nutrition and health
Nails
Tattoos
COSMETICS AREA
Hair and body products
Makeup
FASHION ACCESSORIES AREA
Jewellery
Male/female clothing
Creations
Lingerie
HAIRDRESSING AREA
Natural hair-care products
Smoothing and de-frizzing products
Demonstrations
CONFERENCE SPACE
Workshops/conferences arranged around the theme of hair,
skin, makeup and well-being.
FILMS AND DEMONSTRATIONS
Hairstyle show, fashion parade, body painting, lace wigs,
7. VISITORS...Finding out…
For this first exhibition, a crowd of around 30,000 visitors
is expected. The BEAUTY COLOR exhibition is for
anyone, members of the public, professionals or
business people, interested in or developing ethnic
products aimed at our audience. 80% of our audience are women aged
between 18 and 40 looking for
Our audience is largely drawn from the African, Caribbean information on their beauty regime and
and mixed race community in France. Visitors come how to look after their hair and skin in
from the Ile de France area and the provinces. particular.
Professionals and consumers will be able
to find answers to their questions,
especially as regards the best techniques,
care and products for their needs.
Although women are the main target
audience, there will also be something for
the men at the exhibition, as they too
want to know how to look their best.
A galaxy of beauty experts, makeup
workshops for black and mixed race
women, ethnic hairstyles... talks on
beauty, fashion shows and ‘surprise’
activities will all be expertly led over the 6
days.
8. ADVERTISING...Broad and diversified
Posters / 8,000 (in shops, on the metro, in car parks).
Brochures / 100,000.
Radio / 400 assured spots.
Emails + Newsletter / 100,000 selected contacts.
Reduced price entry / 50,000 (distributed to hairdressing salons,
shops, works councils, hairdressing colleges, etc.).
Website www.beautycolor.fr
Blog (blogs with 50 influential bloggers).Online competitions.
Air ticket to the Caribbean and Indian Ocean, lotteries, prizes to
be won (competitions that will attract visitors).
Partnerships with the press and specialist websites
Female interest, fashion, hair, well-being, etc.
Street Marketing
Distribution of flyers in strategic locations around Ile de France.
Advertising campaign spread over 3 months.
Press officer at your service.
Press pack and statements: issuing information targeted at
the mainstream, specialist and professional press.
Plentiful advertising material will be distributed all over France
9. PRATICAL INFORMATION...Key figures
4 000m² of exhibition space
6 days of exhibitions and shows
Over 100 exhibitors and businesses from France and abroad
80% female audience (average age between 18 and 40)
5 areas of activity represented
Workshops arranged around the theme of hair, skin and beauty
Experts from France and abroad
Partners from France and abroad
A fashion parade and show that will be truly memorable
More than 30,000 visitors expected.
10. CONTACT ORGANISER
ORGANISER
The professional organisation and marketing of this first event has been entrusted to BRG expo, a subsidiary of Joël Garcia Organisation.
Joël Garcia Organisation has been organising exhibitions and events in the field of the arts for over 40 years (more than 300 exhibitions).
Antiques at the Bastille, Grand Marché d’Art contemporain (modern art), old papers and books, Elysée Art, Design Elysée, etc.
Find out more on our plans for 2011:
BEAUTY COLOR
From 14 to 19 December 201
MARCHE DE NOEL TROPICAL
From 7 to 11 December 2011
www.mintexpo.com
The team at your service:
Exhibitions and Marketing manager: Marina Marâ MARVILLE
Tel: +33(0) 6 77 43 97 08
Email: m.marville@brgexpo.com
Logistic manager: Pierre VASSAL
Tel: +33(0) 6 99 07 05 07
Email: p.vassal@brgexpo.com
CONTACT
BRG Expo – 36 rue Rottembourg 75012 PARIS
Tel: +33 (0) 1 43 46 10 86 Email: beautycolor@brgexpo.com
Website: www.beautycolor.com