Beauty always sells – and this was proven by BEAUTY INTERNATIONAL DÜSSELDORF which closed on Sunday. Trade fair head Werner M. Dornscheidt was very pleased with the way the trade fair went: “I see this year’s BEAUTY INTERNATIONAL as a positive sign demonstrating that not all sectors are affected by the current crisis and that it is not all bad. At the same time, exhibitor and visitor numbers show that BEAUTY INTERNATIONAL is firmly established as the leading event for service cosmetics in the sector. This is not least due to the comprehensive specialist and further training programme only offered to this extent and with such variety in Düsseldorf.“ On the three days of the fair a total of 51,000 trade visitors from 44 countries came to BEAUTY INTERNATIONAL to gather information on the range offered by the 1,050 exhibitors and brands in the cosmetic, manicure, pedicure and wellness segments.

The mood amongst exhibitors was excellent. Ordering behaviour showed that visitors look to the future with optimism and that no reluctance to spend is noticeable amongst end consumers – a unanimous view voiced in all four sectors. Commenting on this Dr. Christian Rimpler, President of the German Cosmetic-Product and Device Manufacturers’ Association (Verband der Kosmetik-Präparate und Geräte-Firmen e.V. – VKPG) said: “We used Düsseldorf as a pilot fair to tap into the mood of the sector. Many report January and February as good months, some even posting better results than the previous year. At the same time, people are still somewhat reserved because everyone is talking about the crisis and people are really surprised at any successes. Though we do not sense any great reticence here.“ Also in the pedicure exhibition segment demand was great and exhibitors’ final verdict positive. “Exhibitors are very satisfied. And the specialist programme is running well. Some of the lectures at Treffpunkt Fuss/Meeting Point Foot were extremely highly subscribed. We just had a lecture with an audience of 220 people – while the Treffpunkt only seated 80“ reported a delighted Mechtild Geismann, Vice President of the Central Association of German Podologists and Podiatrists (Zentralverband der Podologen und Fußpfleger Deutschlands e.V. – ZFD). Commenting on the economic crisis Geismann said: “I don’t think we will feel the crisis much. Some customers might extend the time between visits from five to six weeks but this isn’t a development noticeable only in the last six months. Anyone firmly established in our sector in not interested in the crisis.“

Also generating great interest this year was the particularly attractively designed Wellness Area with the special show “Body meets Beauty“ focusing on the topic of body treatments, the “Wellness Treatment Worlds“ presenting different new treatments and the new SPA BUSINESS LOUNGE. Lutz Hertel, President of the German Wellness Association (Deutsches Wellness Verband) noted with satisfaction that the concept at the special show of displaying different treatments in parallel was very well received by visitors: “This is very realistic, the beautician not only sees the equipment but also herself at work. What’s more, we designed the area in a very open way and approached trade visitors freely to break down barriers. This worked very well.“ Hertel reported on numerous individual consultations. The Wellness Area attracted both cosmeticians, considering extending their range with body treatments and hoteliers and spa operators specifically seeking unusual new treatments, massages and brands for their institutes. In the meantime, word has got out in the sector that every year there is something new to see in the Wellness Treatment Worlds so visitors keep coming back, said Hertel.

Response to the first SPA BUSINESS LOUNGE was very positive according to Sylvia Glückert, Wellness Consultant (DWV) and Lounge Organiser. Some visitors came specifically to gather information on spa facilities and concepts and the panel discussions and presentations always met with an interested audience.

In addition to the range offered by exhibitors BEAUTY INTERNATIONAL DÜSSELDORF includes a comprehensive supporting programme of lectures and workshops where a total of approx. 10,000 trade visitors took further training. Make-up and nail championships as well as award ceremonies are held at BEAUTY INTERNATIONAL. This year’s international make-up champion comes from Germany: delighting after her triumph at the German Make-up Championship on Friday Shirin Mozaffari from Hanover then also won the International Make-up Championship on Saturday.

The next BEAUTY INTERNATIONAL DÜSSELDORF will run from Friday to Sunday, 26 to 28 March 2010. Current up-to-date information on BEAUTY INTERNATIONAL DÜSSELDORF can be found at www.beauty.de