International Watch: Part II

International Watch: Part II

Cosmoprof 1997

by Leonard C. Keller, Ph.D.

As trade shows are measured, the 30th anniversary of Cosmoprof, April 25-28, is by far the most elegant and organized trade show in the cosmetic industry. The show was held in Bologna, just two hours south of Milan and finding a hotel with a vacancy was definitely a challenge. It is not unrealistic to stay from one to one and a half hours away from the trade show. This year there were more than 1,300 exhibitors and approximately 185,000 attendees consisting of cosmetologists, tanning salon owners, hairdressers and international visitors who came from over 50 countries. The categories of exhibits included tanning beds, nails, laser equipment, cosmetics, clothing, beauty equipment and jewelry, which covered more than 500,000 square feet in 16 different buildings throughout the fairgrounds.

Although the Italian tanning market is approximately 90 percent high-pressure, I did notice a few German companies exhibiting their large low-pressure beds such as JK, UWE, Ultrasun, Dr. Kern, and the Swedish company, Ultra Tan. The remaining exhibitors were Italian high-pressure manufacturers: Bollani, Muster, Eurocom, White Sun, Gard Estetica, ISO Italia, Sportarredo, Compagnia Del Sol, IDOL, New Look, Everson, Venere, Sun Club and the German manufacturer Dr. Sellas. A short review of the product lines from these companies.

Bollani: A large distributor of cosmetic equipment and a small manufacturer of high-pressure beds along with a 40-lamp tanning booth. The company also is the distributor for the Dutch company, Ultrasun.

Muster: An established manufacturer of single, double and triple face machines along with low- and high-pressure tanning beds. The company offers quality workmanship and design.

Eurocom: Another large distributor of beauty equipment and a small manufacturer of high- pressure triple face machines along with a 51-lamp tanning booth.

White Sun: Absolutely the most innovative manufacturer of high-pressure facial machines along with high-pressure tanning beds in the world. You must see it to believe it.

Guard Estetica: A manufacturer of any type of tanning equipment whether it be low- or high-pressure, face machines and tanning booths. Approximately 12 model variations to satisfy the most discriminent tanning salon owner.

Iso Italia: The second largest manufacturer of tanning equipment in Italy. The company offers it all and it is esthetically pleasing. A very respected company in the Italian tanning market.

Compagnia Del Sole: A new manufacturer of high-pressure beds, face machines and tanning booths.

Idol: A small manufacturer of high-pressure tanning beds, face machines and tanning booths. The beds are uniquely designed and well priced.

New Look: Another Italian company that offers a wide range of low- and high-pressure tanning equipment along with tanning booths. The company is a prominent player in the Italian market.

Everson: A favorite of mine due to the company's design, pricing and reputation. It manufactures high-pressure tanning beds and face machines. The company is rapidly growing and well known for its quality workmanship.

Sportarredo: The largest manufacturer of high-pressure tanning beds in Italy. It also offers a couple of low-pressure beds and one tanning booth. The company also is a distributor of saunas, air-jetted bathtubs and face lifting machines.

Catapano: The Italian distributor of the German high pressure company named Dr. Sellas. In Italy the company has distributed high-pressure tanning beds and face machines for the last 11 years.

Venere International: This company is an old and established manufacturer of cosmetic machines for every type of esthetic service. It also manufacturers low- and high-pressure tanning beds along with high-pressure face machines.

Sun Club: A relatively new company distributing various lotions from U.S. manufacturers. The company produces tanning booths and a very unique face machine with two high-pressure lamps and five 4OW low-pressure lamps in the center.

Fuar Schomberg: Sun Industries, former distributor of toning tables, also is an established distributor of UWE tanning equipment and cosmetic machines. A very old and well respected company in the Italian market. Fuar Schomberg is the sales leader of low-pressure tanning equipment.

Ultra Tan: This Swedish low-pressure tanning company distributes a complete line of low- pressure tanning equipment throughout Europe.

Dr. Kern: A German manufacturer of low-pressure tanning beds distributed by the company Stenal.

Im Prema: The JK distributor for the line of low-pressure tanning beds for the past 12 years. The company is No. 2 and gaining fast on UWE for sales distribution in Italy.

Whenever one attends this show there are extraordinary new products that catch your eye and you wonder how can anyone buy this product. This year is no different. I saw two unbelievable products.

White Sun: The manufacturer of a tanning booth called the Music Box. It consists of 60 lamps with three openings. Its dimensions are a perfect square, 48 inches wide, 48 inches long and approximately 7 inches high. While inside the booth, you move your hand and various instruments begin to play and should you move your feet by dancing, music also starts playing. It was absolutely the most innovative tanning booth ever produced.

White Sun and Baldan: These two companies produce similar products but each hold their own patent design on this unique exercise machine. It is a very high tech aerobic machine combined with infrared lamps, a customized computer chip card and a television with a VCR. The concept is to exercise surrounded by infrared lamps. The heat penetrates deep down in the adipose tissue converting it into energy and breaking down the fat cells. It's wild, effective and extremely popular in Italy.

As usual, I attended this show with great pleasure. It is my 16th year visiting Cosmoprof and it was a pleasure seeing old friends from many countries. The new technology that has been developed in our industry seems to always find its way to this trade show. I certainly recommend to anyone involved in the tanning industry to at least attend Cosmoprof once in their lifetime. Not only is the show informative and pleasurable but when you are finished, spend a few more days in Italy and take in the sites. From Bologna you are no more than two hours by car from Venice, Milan, Rome, Florence or the Italian Riviera.

If you would like more information on any of the companies I have mentioned, please do not hesitate to contact me at (908) 872-2700.

Leonard Keller is the president of Health and Fitness Concepts International Inc., a New Jersey-based company specializing in the importation and distribution of primary and secondary products for the indoor tanning markets.