EXPO BEAUTY 2012 – AN EVENT NOT TO BE MISSED
by Marianna Martynova
Noyan Tapan
2012-03-27
Yet another spectacular exhibition timed to coincide with Day of Beauty
and Motherhood, which will conclude the Month dedicated to Armenian
women, took place in Yerevan. The Moscow business center hosted Expo
Beauty 2012, a three-day traditional specialized exhibition of the
beauty industry.
Armenian Minister of Economy Tigran Davtyan congratulated those present
(the participants and the visitors) on the opening of the exhibition.
The doors of the exhibition first flew open six years ago. Since
then the international forum is held in Armenia every year. During
this period the international exhibition has acquired the status
of a traditional meeting place of importers, manufacturers, and
distributors of a wide range of products and services in the sphere
of beauty and health.
The dynamics of the exhibition’s development are obvious: the number
of its participants increased by 10% compared with last year. The
visitors, too, increasingly show greater interest in the beauty
industry.
The current exhibition differed from the similar projects organized
in the previous years in that it has covered a larger target audience.
The matter concerns first of all professionals such as wholesale
suppliers of cosmetics and equipment, as well as owners and employees
of beauty salons. Among the participants were more than 60 companies
that displayed products of various countries.
For many years Expo Beauty has constantly attracted the attention of
women, regardless of their age.
This year – as in the previous years – the visitors had a chance to
see a wide variety of products and services, including cosmetics
for medicinal purposes, makeup, perfumery, skincare and hair-care
products, hygiene products, bijouterie, fancy goods, child care
products, bedclothes, flowers, and wedding goods and accessories.
Along with well-known firms whose products are in great demand in
Armenia such as Mary Kay, FredericM Armenia, Conte, and Brabion Flora
Service which made the exhibition visitors happy by displaying their
new lines (new creams, shampoos, ad perfumes), a number of debutants
took part in Expo Beauty 2012, among them the Matisse artistic
salon-shop that opened in Yerevan recently. Matisse offers handmade
articles of Armenian craftsmen. The salon is oriented not so much
towards foreign customers as towards those who value uniqueness of
items made by hand in a single exemplar.
At the exhibition, the Matisse salon displayed mostly bijouterie and
small glass-ware, but you can find a lot of other interesting works
of art by visiting that salon.
The new model of a woman’s knickers designed to provide protection
and isolation of the thighs aroused keen interest of those female
visitors who wear large-size clothes. According to the undergarment’s
designers Gohar and Susanna (G&S joint venture), it will allow women
to feel comfortable.
The eco cosmetics, which included products of both European
manufacturers and Armenian companies, such as herbal creams,
apricot-based oil, and originally designed natural soap were the
focus of attention of most visitors.
In recent years many people tend to return to a healthy lifestyle,
which has led to the emergence of a new type of consumer who makes
high demands of the safety and naturalness of cosmetics.
Highly professional cosmetologists and makeup artists were present
at the exhibition, so the visitors could turn to them for information
and advice.
Traditionally, the exhibition included many contests and business
events. Women had the opportunity to attend master classes of
cosmetologists and hairdressers, fashion shows, the beauty pageant Miss
Beauty 2012, and even to feel models for a few minutes by taking part
in a photo session and the Miss Beauty photo contest. The Steering
Committee of Expo Beauty 2012 announced the winner who received a
certificate and a small souvenir.
The photo session was conducted by the GM photo studio, a creative
union of two professional photo artists Garegin Ghazarian and Marianna
Meliksetian, who have participated in many photo exhibitions and
have been awarded diplomas for their advertisements, booklets,
and portfolios.
No beauty exhibition without attire for little girls of fashion is
a real exhibition. It is these fashion-conscious girls who will
later wear all that is designed and created today by our skilled
professionals, with the help of advanced technologies. It would be
unfair to disregard future winners of the beauty contests!
Handmade clothes of Yerevan-based Tosp Company were displayed during
Expo Beauty. All items on display were bright clothes made of cotton
and designed for babies, prospective mothers, and all other members
of a family. The assortment of clothes of the company ranges from
children’s tights to evening dresses for special occasions.
The wedding dresses were fantastic.
Nothing beautifies a woman as much as a wedding dress!
With the approach of spring, the salons of wedding dresses and
accessories start to attract more visitors. The exhibition participants
showed not only traditional puffed wedding dresses, but also new ones,
many of which had an elegantly narrowed lower part. The wedding dress
with elements of the Armenian national style was especially original.
The pavilion of the Nane salon-shop offering various kinds of beautiful
curtains and blinds was an added attraction of the exhibition.
And, of course, there were a lot of flowers.
Flower salons also displayed their compositions. Among them were
Brabion Flora Service, Demira, Flowers Lucy, Uma, Vermont Arm,
and Magnolia, which specialize in decoration of stand-up parties,
banquets, conferences and other events and offer a wide range of
firecrackers and balloons.
In general, the exhibition opened up opportunities for business
contacts of specialists engaged in production and sale of cosmetics.
The main goals of the organizers, namely, the display of products and
services, advertising and boosting the image of each participating
company, and the establishment of new business links, have been
achieved.
The participation of famous companies helped to make the exhibition
memorable and significant.
Expo Beauty 2012 was a festival, a spectacular and important event
not to be missed.
From: Baghdasarian