Why choose BEAUTY COLOR?• Over the past 5 years, studies of the ethnic market in France have multiplied, whether they are

conducted by marketing agencies or independent bodies. The market research is unanimous on onepoint: ethnic minorities, which represent around 17% of the French population, are the mostpromising targets. It has been shown, in a survey by L'Oréal for its subsidiary Softsheen Carson, that ablack woman spends on average 9 times more on cosmetics than a Caucasian woman, which makes thisa highly lucrative market (14.7 billion Euros).

• With an estimated population of around 3 million, the black community in France, comprising Africans,Afro-Caribbeans (West Indian), French of African and mixed race origin, has spending habits that areattractive to a number of companies...Carole, Black up, Mac, Nivea, Ethnicia, Kanellia, Pierre-Yves Lila,Célianthe, Provost, St Algues...each one is trying to attract an ever-more demanding and affluentclientele.

So the trend is towards ethnic groups,even if this isn’t always put into so manywords, and it is to meet this need that BRGExpo, a subsidiary of Joël GarciaOrganisation, an exhibition organiser forover 40 years, has appointed MarinaMARVILLE as manager of this newexhibition dedicated to beauty andhairdressing.

What is BEAUTY COLOR?

• BEAUTY COLOR is an event dedicated to beauty, including hair, skin, cosmetics and well-being. BEAUTY COLOR is an opportunity of launching a debate and creating a new market to meet the needs of people with black skin and hair that is Afro, curly or frizzy. There will be invaluable artistic and professional input from experts in female skin and hair care; apart from its mission to educate, the BEAUTY COLOR exhibition is a social event, where all the family can meet and find out about a wide range of products and services, from cosmetics to fashion designs, as well as the cultural aspect.

• With an explosion in the market for ethnic cosmetics worldwide, as capital of glamour and fashion it is only fitting that Paris should host an event of this kind in 2011.

What the exhibition is about

Main aims of the BEAUTY COLOR exhibition:

1/ To inform and advise on the specific needs of Afro-curly hair and black skin.

2/ To promote beauty products aimed at ethnic groups.

3/ To encourage exchanges between professionals and individuals.

4/ To promote beauty and elegance.

5/ To find out about the latest trends.

The exhibition will include:

Exhibition/sales hall – Conferences/debates – Products – Hairstyling - Demonstrations and a hairdressing contest – Fashion & Accessories – Catwalk shows – Shows –Films.

Afro, curly and frizzy hair will have pride of place during the BEAUTY COLOR exhibition, but there will also be space for cosmetics, fashion and well-being. Every aspect of hair will be covered and professionals and consumers alike will be able to find answers to their questions on subjects such as the best techniques, care and products for their type of hair.

Programme

VENUE

La Halle Freyssinet, a fully equipped venue

Situated in the heart of Paris, 50m from the Chevaleretmetro station and bus routes.

La Halle Freyssinet has hosted many exhibitions andfashion shows (SATIS, GMAC, TAF, SALONBROCANTE ET ANTIQUITES, NINA RICCI & LANVIN,etc.). Opposite Bercy and just behind the GrandeBibliothèque, La Halle Freyssinet is easilyaccessible, and has plenty of car parking spaces.

4,000m² of exhibition/selling space. All aspects of beauty will be covered: makeup, jewellery, accessories,hair, products, services and much more.

Skincare and cosmetic advice and services. Hair stylists and experts from France, Europe and the UnitedStates will be on hand to demonstrate their expertise, services and products.Hairstyle and product demonstrations.A hairstyling workshop where visitors can have their hair done at attractive rates.Unique workshops/conferences on topics connected with black beauty: experts will give talks and answerquestions from the public in a dedicated area attached to the exhibition.A major hairdressing competition open to professional stylists, braiding experts and locticians, wherehairdressing will be turned into an art. In partnership with BELLE NEGRESSE.A colourful fashion show showcasing not just hairstyles but also clothing, jewellery and accessories.

EXHIBITION SPACE....A galaxy of experts…

BEAUTY AREA

Institute of beauty

Nutrition and health

Nails

Tattoos

COSMETICS AREA

Hair and body products

Makeup

FASHION ACCESSORIES AREA

Jewellery

Male/female clothing

Creations

Lingerie

HAIRDRESSING AREA

Natural hair-care products

Smoothing and de-frizzing products

Demonstrations

CONFERENCE SPACE

Workshops/conferences arranged around the theme of hair,

skin, makeup and well-being.

FILMS AND DEMONSTRATIONS

Hairstyle show, fashion parade, body painting, lace wigs,

nail art…

VISITORS...Finding out…

For this first exhibition, a crowd of around 30,000 visitorsis expected. The BEAUTY COLOR exhibition is foranyone, members of the public, professionals orbusiness people, interested in or developing ethnicproducts aimed at our audience.

Our audience is largely drawn from the African, Caribbeanand mixed race community in France. Visitors comefrom the Ile de France area and the provinces.

80% of our audience are women agedbetween 18 and 40 looking forinformation on their beauty regime andhow to look after their hair and skin inparticular.

Professionals and consumers will be ableto find answers to their questions,especially as regards the best techniques,care and products for their needs.Although women are the main targetaudience, there will also be something forthe men at the exhibition, as they toowant to know how to look their best.

A galaxy of beauty experts, makeupworkshops for black and mixed racewomen, ethnic hairstyles... talks onbeauty, fashion shows and ‘surprise’activities will all be expertly led over the 6days.

ADVERTISING...Broad and diversified

Posters / 8,000 (in shops, on the metro, in car parks).

Brochures / 100,000.

Radio / 400 assured spots.

Emails + Newsletter / 100,000 selected contacts.

Reduced price entry / 50,000 (distributed to hairdressing salons,

shops, works councils, hairdressing colleges, etc.).

Website www.beautycolor.fr

Blog (blogs with 50 influential bloggers).Online competitions.

Air ticket to the Caribbean and Indian Ocean, lotteries, prizes to

be won (competitions that will attract visitors).

Partnerships with the press and specialist websites

Female interest, fashion, hair, well-being, etc.

Street Marketing

Distribution of flyers in strategic locations around Ile de France.

Advertising campaign spread over 3 months.

Press officer at your service.

Press pack and statements: issuing information targeted at

the mainstream, specialist and professional press.

Plentiful advertising material will be distributed all over Franceduring the period between September and mid-December.

PRATICAL INFORMATION...Key figures

4 000m² of exhibition space

6 days of exhibitions and shows

Over 100 exhibitors and businesses from France and abroad

80% female audience (average age between 18 and 40)

5 areas of activity represented

Workshops arranged around the theme of hair, skin and beauty

Experts from France and abroad

Partners from France and abroad

A fashion parade and show that will be truly memorable

More than 30,000 visitors expected.

CONTACT ORGANISERORGANISER

The professional organisation and marketing of this first event has been entrusted to BRG expo, a subsidiary of Joël Garcia Organisation.

Joël Garcia Organisation has been organising exhibitions and events in the field of the arts for over 40 years (more than 300 exhibitions). Antiques at the Bastille, Grand Marché d’Art contemporain (modern art), old papers and books, Elysée Art, Design Elysée, etc.

Find out more on our plans for 2011:

BEAUTY COLOR

From 14 to 19 December 201

MARCHE DE NOEL TROPICAL

From 7 to 11 December 2011

www.mintexpo.com

The team at your service:

Exhibitions and Marketing manager: Marina Marâ MARVILLE

Tel: +33(0) 6 77 43 97 08

Email: m.marville@brgexpo.com

Logistic manager: Pierre VASSAL

Tel: +33(0) 6 99 07 05 07

Email: p.vassal@brgexpo.com

CONTACT

BRG Expo – 36 rue Rottembourg 75012 PARIS

Tel: +33 (0) 1 43 46 10 86 Email: beautycolor@brgexpo.com

Website: www.beautycolor.com