COSMOPROF SUPPORTS ITALIAN BEAUTY INDUSTRY IN KAZAKISTAN AT THE ITALIAN BEAUTY DAYS

From 20 to 23 June 2023 in Almaty (Kazakhstan) took place the Italian Beauty Days, the four-day event dedicated to Italian Beauty organised by the Exchange Promotion Section of the Italian Embassy in Kazakhstan (ICE) and Cosmetica Italia. This is the first beauty industry exhibition organised in Kazakhstan to be attended just by Italian perfume and cosmetics manufacturers, as well as the sole one in Central Asia presenting products by Italian companies only. At the prestigious Dom Priemov exhibition venue 22 major Italian manufacturers met with over 300 local cosmetics industry professionals from Kazakhstan, Uzbekistan, Kyrgyzstan and Tajikistan.

As institutional partner and thanks to its 55 years of experience in the beauty market, Cosmoprof Worldwide Bologna contributed to the event, offering participants an overview of its unique trade fair format, which has made it the world's reference B2B event in the beauty sector.

Italian Beauty Days represents a unique business platform for cooperation between Kazakh beauty industry professionals, local business representatives and beauty-conscious consumers and leading Italian manufacturers. During the event, the participants were able to find new business partners, discuss conditions of cooperation, study the respective markets and establish collaborations.

Kazakistan: a strategic market

According to Fabio Franchina, Vice President of Cosmetica Italia with responsibility for internationalisation, the dialogue between Kazakh companies and Italian manufacturers is important for both sides. "In Kazakhstan and Central Asia consumers are particularly attentive to self-care and for this reason there is a high demand for cosmetics, products that daily meet the needs of well-being, hygiene, prevention and protection. Exploring the local market is therefore of strategic importance for Italian manufacturers. Some data prove this: in 2022, Italian cosmetics exports to Central Asia grew by 24.9% compared to 2021; the percentage rises to +40.7% if only Kazakhstan is considered."

Martino Castellani, Director of the ICE Almaty Office, emphasised the importance of strengthening economic and trade relations between Italian manufacturers and Kazakhstan entrepreneurs. In his opinion, not only is the opportunity to receive professional advice and recommendations from international experts in the field of perfumes and cosmetics valuable, but also the chance to establish direct contracts, which will take this sector of Kazakhstan and the region to the next level.

For Larisa Azanova, editor-in-chief of Harper's BAZAAR Kazakhstan, the presence of the Italian experts attracted numerous local professional and consumers, who came from different cities and regions of the country to attend master classes and presentations on European experience in the cosmetics industry, new products and the latest trends.