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INTERCHARM professional XI international exhibition of 

professional cosmetics and equipment

for beauty salons

 April 19–21, 2012

Moscow, Russia

accelerating success in Russian salon industry 

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INTERCHARM professional: growth by 22%

400 exhibitors from 14 countries

Show grew by 22% compared to 2011

More than 2500 professional beautybrands

39 239 industry specialists attended

(+9%)

Over 2500 people enjoyed online

broadcast

More than 2500 free master-classes anddemonstrations on stands non-stop

14 events in the framework of the

program including new “Beauty inInternet” Conference

100 journalists from business, specializedand glossy press gave visibility to theshow

First mobile application for iOS и Android

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Russian professional cosmetics market: steady growth and 

attractiveness for

 the

 next

 coming

 years

 According to Euromonitor, professional cosmetics market equals to 10% of the total

Russian perfumery and cosmetics market – some USD1.3 bln, and will demonstrate

positive growth in the next years;

Russian salons’ clients still believe in better quality of foreign brands. 90% of the market

accounts for import products. But Russian manufacturers started to put on the market

qualitative professional cosmetics which can compete with foreign brands.

INTERCHARM professional presented these progressive brands;

Irregular growth of the sector in Russian regions in 2011: from 0.8% in Central District to

22.4% in North-Caucasus District;

Unsatisfied demand in professional skin care at reasonable prices;

The word-of-mouth promotion is traditionally high, thus most beauty salons’ clientspurchase professional products advised by their master to use at home.

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Active promo‐campaign resulted in 9% visitor growth

Sms, e-mailings and direct mailings to over 215 000 contacts;

Over 7000 senior managers and specialists from beauty salons, clinics andprofessional cosmetics distributors were invited.. Their geography covered regional

centers and big cities in the Central, North-West, Privolzhsky, Southern FederalDistricts as well as Yekaterinburg and Novosibirsk cities;

 Advertisements and editorials in specialized and glossy press, on popular web-portals;

TV (NTV, RTR) and radio ads (Europa Plus);

Outdoor advertising and announcements in underground;

 Active presence in social media (LinkedIn, Twitter, Facebook, LiveJournal,VKontakte, Odnoklassniki): overall Intercharm group audience reached 35 000 users

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INTERCHARM professional: highly effective tool 

to expand

 business

75% of exhibitors and 64% of visitors got

new perspective business contactsduring show days

Some 35% of exhibitors calculated morethan 50% of exceptionally business

contacts at their stands

27% - new audience of specialists!85% of attendees already plan to visit

again in 2013

77% of visitors are completely satisfied

with their visit

4 out of 5 exhibitors are likely to

participate in 2013

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Visitor profile by specialization

Cosmetologists

23%

Nail service

specialists

24%

Consumers and

other 

6%

Owners &

 Administrators of 

beauty salons

3%

Representatives of 

manufacturer 

2%

Representatives of 

distributor or retailer 

9%

Doctors (plastic

surgeons,

dermatologists, etc)

13%Hairdessers &

stylists

20%

* Results of random sample of 5000 visitors of INTERCHARM professional 2012

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Total visitor attendance reached 39 239 and grew by +9% compared to 2011

Visitor profile by geography

Central District

except Moscow

41%

Moscow

49%

Foreign countries

1%

CIS

2%

Other Russian

regions

4%

North-West District

2%

Privolzhsky District

2%

Moscow Central District except Moscow North-West DistrictPrivolzhsky District Other Russian regions CIS

Foreign countries

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InterCHARM

October 24–27, 2012

INTERCHARM

professional

April 18–20, 2013

Crocus Expo, Moscow, Russia

www.intercharm.ru

T. (+7 495) 662 71 01

E‐mail: elena.zelenina@reedexpo.ru