Cosmoprof Worldwide Bologna 2017 Hires Famous Photographer for Ad Campaign

Cosmoprof Worldwide Bologna, the 2,500+ exhibitor cosmetics and beauty trade show, has engaged Oliviero Toscani, the famous Italian photographer best known for his innovative work for Benetton in the 1980s and 1990s, to create the advertising campaign for its 50th anniversary edition in March 2017.

The campaign focuses on women’s faces of different races, with various touches of color on the lips, eyes and hair, “representing a new idea of beauty with no ethnical border, a synonym of the multi-cultural world of Cosmoprof”, said the show organizer.

In addition to sharing this special campaign, we wanted to highlight the organizer’s mention in their press release that the advertising would run in the “main Italian and foreign magazines” because print is often overshadowed by all of the attention that digital gets these days.

Sure, print advertising is in a long-term secular decline but print is still a major media platform.  Composite print advertising (newspaper and magazine) is projected to be 17.7% of global ad spend this year, which translates to more than $95 billion, according to the latest Carat Ad Spend Report (March 2016).

In fact, print remains very strong in certain verticals and is a key part of the ad spend when we buy these verticals for our clients’ attendee acquisition campaigns.  The reason is simple… regardless of today’s powerful digital media, optimal advertising campaigns are still based on the age-old strategy of mapping your media to your audience.

Under spending on print, and overspending on digital or other media, relative to your audience’s media consumption habits reduces campaign efficiencies, and limits your ability to reach and acquire buyers and other visitors.

Don’t ignore print if your attendees still embrace this medium!

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Posted on July 29, 2016