Luxury skincare brand New Zealand Secret is attending the world’s biggest beauty trade show in Las Vegas later this month.
New Zealand Secret, billed as the country’s only high-end luxury skin care brand, is exhibiting at Cosmoprof North America from 29-31 July.
Cosmprof is a world leading business to business beauty trade show where revolutionary technologies and cutting-edge beauty programs are launched and shared.
New Zealand Secret founder Mona Masouminia (pictured) says the event is incredibly important for New Zealand Secret, with America and Asian markets a strategic target for the emerging business.
“Cosmoprof is a significant industry event for us, and we’re the only New Zealand luxury brand to be attending. It is a major meeting point for representatives of key markets such as the Americas and Asia and we are intending to make long term strategic connections.”
Last year, more than 30,000 attendees and a record 1278 exhibitors from 45 countries took part, where new and unique industry products were launched, distribution deals made and strategic relationships formed.
The three-day event, which takes place under one roof to encompass all sectors of the beauty industry and includes the Discover Beauty area where where New Zealand Secret’s has been specifically selected to exhibit.
Discover Beauty is the high-end, curated section which is centrally located on the show floor and combines the best of both worlds: pre-arranged face-to-face meetings with key retail buyers as well as a traditional exhibition presentation where all attendees are invited to come and discover luxury brands.
“We are confident New Zealand Secret will receive significant interest as despite the thinking here, demand for high end New Zealand made beauty products is exceptionally strong. Combine that with New Zealand’s clean, green image, and you’ve created something hard to beat against all competitors.”
Masouminia says while Kiwis are ambivalent about New Zealand made products, especially in the luxury sector, foreigners can’t get enough of it.
“From the get go, we knew Kiwis are slow to pick up luxury brands created in their own country, which is a shame. Part of our domestic strategy is to inform, educate and inspire New Zealanders to look within instead of without, for high end luxury products.
“However, buyers and consumers from overseas markets such as America, Asia and the Middle East cannot get enough of high end New Zealand brands and are constantly searching for the next luxury item that represents our pristine natural environment and honest natural ingredients.”