Cosmoprof 2005

by Leonard Keller, Ph.D.

The long flight to Italy allowed me the chance to reminisce about the trade show that I have attended for 25 years and covered in the pages of LOOKING FIT® since 1988.Over the years, I brought as my guests many U.S.-tanning-industry principals who wanted to import European equipment or needed design or engineering ideas from the European manufacturers. Some of those individuals include Bill Hurt Sr. of Sun Industries; Jim Peek of UltraSun; Greg Henson of Heartland Tanning; Paris Balouris of TanTech; Brenda Fishbaugh of Eye Pro; Al Reasonover of Miracle Sun; and Mike Riddle of Klafsun. After the trade show we would visit various cities such as Venice, Florence and Milan to complete our trip.

As I flew over the Atlantic Ocean, I found it ironic that I was traveling alone on the 25th anniversary of my first Cosmoprof show.

The first day of the show witnessed a drop in attendance and much quieter activity than normal. After speaking with several of my Italian friends, I realized the entire country was focused on the failing health of Pope John Paul II. The second day of the show welcomed more attendees; however, there was a noticeable sadness in the air. When the pope passed away that evening, the country went into a state of mourning. When the show opened up for the third day, attendance was steady but solemn.

This year, 26 indoor-tanning companies represented the following sectors: high-pressure tanning, low-pressure tanning, sunless tanning, and lamps. Most were Italian companies; however, a few exhibitors were from Germany, Spain, England, Sweden, Belgium and Holland.

There are more than 4,000 freestanding tanning salons in Italy, and many other businesses that incorporate one or two tanning beds. Although 65 percent of tanning in Italy is high pressure, low pressure and sunless tanning continues to grow and now is recognized as a significant segment of the industry.

Cosmoprof was divided into different product categories: tanning equipment, beauty equipment, cosmetics, clothing, hair-care products, nails and jewelry.

In addition, there was an extraordinary amount of seminars conducted in various languages that covered every type of cosmetic product, as well as one building that consisted of trade publications representing every product category in the beauty industry.

Traditionally at the show, one or two countries rent a building for exhibitors from those countries. For example, one building consisted of exhibitors from England while another building housed exhibitors from the United States, Germany and France.

Of the 26 indoor-tanning companies at the show, many already are exporting to the United States. These include:

In addition to a few lamp companies that exhibited— Philips, Heraeus and BLV—the remaining 10 exhibitors were Italian factories that produce low-pressure and high-pressure tanning equipment and have not yet found a U.S. importer for their equipment.

Although the trade show was subdued because of the passing of the pope, business still was conducted and there was technical innovation and creativity. Anyone in the U.S. tanning industry will find a trip to this show exciting and stimulating. From a personal viewpoint, it makes for a wonderful vacation since it is less than two hours by car or train to Venice, Milan, Florence, Pisa and the Italian Riviera.

Leonard C. Keller, Ph.D., is president of Health & Fitness Concepts International, a New Jersey-based company specializing in consulting and the importation of tanning equipment and accessories. He can be reached at (732) 747-2200.