CPNA, the largest and most-awarded B2B Beauty Show in the US, desired to be a destination for consumer journalists to cover the latest and greatest beauty products soon to come to market. A show this big, with so many emerging, prestige and indy brands showcasing their latest products, you’d think they would be running to cover it. But the show is in Las Vegas, in August, and that makes it difficult to justify budgets and time away to take the trip. Our exceptional public relations department pulled out all the stops to prove the unique value CPNA brings to journalists. First, to create buzz and build relationships among consumer beauty, business and celebrity journalists, Adduco created VIP events in New York and Los Angeles to tease the event in Las Vegas throughout the year and keep it top of mind with journalists outside of Vegas. We then created opportunities at the big show for content with up close and personal interviews with the latest brands, celebrities and products, “speed dating” style desk sides with the coolest brands, exclusive access to our sound stage and video room for tutorials with makeup artists and celebrities, special encounters with folks like Paris Hilton and access to celebrity makeup artists and stylists. The content was plentiful and valuable and the ink speaks for itself.

*Adduco supported Cosmoprof North America with all marketing, public relations, booth sales, buyer engagement, event planning and graphic design.