presentation of international cosmetics trade fair concept and

presentation of international cosmetics trade fair concept and program VERSION: JANUARY 2005

index background – why Poland? inter. CHARM Polska 2004 – summary report edition 2005 – description marketing strategy for edition 2005

why Poland ? Poland with almost 40 mln population is the biggest cosmetic market in Central Europe central location in Europe (Warsaw – Moscow, Warsaw - Milano or Warsaw - Paris destination is the same – about 1500 km. - 2 hour flight) [PO Lmedi a exp o] May 1 st 2004 Poland joined European Union – many new possibilities are now available Poland is a natural bridge between Western and Eastern European countries t 1 s y [Ma 04 ] 20 est meets the East ] [ It is here the W

why Poland? Due to big potentials of the domestic cosmetic industry as well as the internal market itself, Poland influences the whole Central-European region inter. CHARM Russia, Moscow Cosmeeting Paris inter. CHARM Ukraina, Kiev inter. CHARM Polska, Warszawa Beauty World Frankfurt COSMOPROF Bologna

why Poland ? Poland in Europe Population - 38, 3 million Land area - 312, 685 km 2 neighbours: Russia, Lithuania, Belarus, Ukraine, Slovakia, Czech Republic, Germany The number of citizens in 10 new EU members (in thousands) With population of almost 40 milion Poland is the Poland largest market in Central Europe! Source: Eurostat

why Poland ? Poland in figures GDP value USD 209, 6 billion (*2003) GDP growth + 5, 5% (*2004) GDP per capita USD 5400 (*2003) Inflation + 2% (*2004) Average salary 550 EUR (*2004) Export USD 53, 6 billion (*2003) Import USD 68 billion (*2003)

why Poland ? Poland key macroeconomic indicators Source: Polish Official Statistics (GUS); forecast for the years 2005, 2006 by Economist Intelligence Unit Poland’s economy is one of the fastest growing in 2004 in comparison to other countries. Source: The Economist, July 2004

why Poland ? Poland key macroeconomic indicators Source: Central Intelligence Agency Source: Polish official Statistics (GUS)

why Poland ? cosmetic markets in Central & Eastern Europe Value retail sales of cosmetics & toiletries by country 2002 Value retail sales of cosmetics & toiletries Poland Source: Euromonitor in Poland shows that Poland is one of the biggest cosmetics market in Eastern and Central Europe.

why Poland ? cosmetic market in Poland sales value of cosmetics in Poland in 2002 POLAND 2002 Total Market USD 1 149 917 230 % 100 Face Care 216 458 586 19% Body Care 106 031 058 9% Shower Gels 30 467 165 3% Bath Foams 22 284 118 2% Shampoos 140 013 016 12% Hair Colorants 81 090 158 7% Bar Soaps 68 128 153 6% Liquid Soaps 13 057 845 1% Hair Styling 84 033 705 7% Color Cosmetics 144 807 305 13% Mass Female EDT 4% Mass Female Deo 83 054 933 7% Mass Male EDT 22 157 323 2% Mass Male Deo 57 613 090 5% Mass Male After Shave Source: MEMRB 40 337 002 40 383 773 4%

why inter. CHARM Polska? concept ¦ inter. CHARM Polska is the only cosmetic industry international trade fair in Poland ¦ it is really modern, professionally prepared trade fair event, which gathers in one time and in one place… ALL COSMETICS SECTORS IN POLAND: • cosmetics • selective, mass and for professionals l manufacturers • perfumery l trade companies • solariums l services • hairdressing • SPA & Wellness • raw materials, packaging, machinery • services • accessories

dlaczego inter. CHARM Polska? facts & figures statistics on 2004 edition ¦ exhibition space 4. 127 m 2 net (gross 10. 000 m 2) ¦ number of pavilions – 3 ¦ exhibitors 217 from 21 countries ¦ business visitors over 6000 from 35 countries ¦ national sections Italy, Germany, Turkey, Taiwan [polm edia EXPO ]

why inter. CHARM Polska? facts & figures statistics on 2004 edition STRUCTURE OF EXHIBITORS BY ACTIVITY SECTOR

why inter. CHARM Polska? facts & figures statistics on 2004 edition STRUCTURE OF EXHIBITORS BY COUNTRY 217 EXHIBITORS FROM 21 COUNTRIES

why inter. CHARM Polska? facts & figures statistics on 2004 edition STRUCTURE OF VISITORS BY COUNTRY Polish 87% foreign 13% 6000 VISITORS FROM 35 COUNTRIES OVER Belarus Belgium Bosnia & Herzegowina Bulgaria Costarica Czech Republic Egypt Finland France Germany Holland Hungary India Israel Italy Latvia Lithuania Malta Moldovia Poland Romania Russia Saudi Slovakia Slovenia South Africa Spain Sweden Switzerland Taiwan Turkey UAE Ukraine United Kingdom USA

why inter. CHARM Polska? general strategy ¦ the highest standard of service – merit and technical services for participants, international network of professional agents ¦ promotional activities precisely aimed at different targets: exhibitors, visitors (business, professional, public) ¦ support of important governmental and business authorities – ministry, business and cosmetics organisations ¦ attractive parallel program – seminars, lectures, workshops, – knowledge for managers as well as for cosmeticians and hairdressers: ¦ Cosmetology Congress ¦ ¦ Business Seminars YOU Professional SHOW – the biggest hair fashion event in Poland ¦ participation in global alliances – to strengthen the competitive position on such challenging market – GLOBAL BEAUTY NETWORK (alliance with Messe Frankfurt)

why inter. CHARM Polska? international agents network Italy, Germany, France, Hungary, Russia, Ukraine, Turkey, USA, Taiwan, Korea, South East Asia

why inter. CHARM Polska? international agents network TURKEY RUSSIA ITALY Beauty Business Program VICOLO DEI MOLINI 9 31046 ODERZO (TREVISO) phone: +39 0422 71 80 19 Fax: +39 0422 81 03 34 info@corexpoitalia. it www. corexpoitalia. it BBP office 8, Elektrozavodskaya, 21, build. 41, Moscow 107023, Russia phone: (007 095) 995 -2885/88 fax: (007 095) 995 -2840 bbp@ bbprogram. com www. bbprogram. com UKRAINE Cosmetic Expo Media Ltd Office 505, 45 Uritskiy Street, Kiev, Ukraine, 03035 phone: (038 044) 238 85 12/5 Fax: (038 044) 238 85 18 tselinskiy@intercharm. ru www. intercharm. net/ukraine COREXPO ITALIA HUNGARY, Ipekyolu SLOVAKIA, CZECH REPUBLIC Perpa Ticaret Merkezi A Blok Kat: 9 № 1123 80270 Okmeydani Istanbul, Turkey phone: 90 (212) 222 90 60 -2 Fax: 90 (212) 210 61 76 info@ipekyolu. info www. ipekyolu. info VITAM International Ilka u. 18. IV/5 1143 Budapest, Hungary phone: +36 1 222 0978 Fax: +36 1 273 1147 vitam@vnet. hu GERMANY FRANCE, TAIWAN Elisabethstrasse 14 D-40217 Dusseldorf, Germany phone: (49 211) 38 60 00 Fax: (49 211) 386 00 60 gcasu@mco-online. com www. mco-online. com Promeeting 8 F. , No. 6 -4, Kung Fu North Road, Taipei, Taiwan phone: 886 -2 -27781402 Fax: 886 -2 -27781403 excedoco@ms 75. hinet. net MCO BELGIUM, HOLLAND 73 Rue Sainte Anne 75002 Paris, France Tel : 33 1 53 04 09 09 Fax : 33 1 53 04 99 69 juliette. blanzy@promeeting. com www. promeeting. com USA KOREA Jay D. W. Brown P. O. Box 447 Cabin John, Maryland USA 20818; express 150 Spa Drive, Annapolis, Maryland, USA 21403 phone: 301 -2290065; airbill: ++410 268 7925 Fax: 301 -2290089 atpi@erols. com Suite 402, Soo-chaang Bldg. 340 -54, Sinn-daang 4 Dong, Choong Gu Seoul 100 -826, Korea phone: 82 -2 -2236 -5067 Fax: 82 -2 -2236 -5069 sunnym@kornet. net Atlantic Trade Pavilions, Inc. Sun Internation Excedo Int'l Co. , Ltd. SOUTH EAST ASIA (CHINA, HK, THAILAND, MALAYSIA, VIETNAM, SINGAPORE, INDONESIA) System Techniques (HK) Ltd. vslim@netvigator. com limac@netvigator. com

why inter. CHARM Polska? promotion strategy ¦ internet – professionally prepared website with ONLINE REGISTRATION ¦ direct mail campaigns – marketing, selling, research and development divisions employees and core management ¦ Public Relations campaigns – in branch and business, local and international press ¦ media patronage – press (specialist and women magazines) and radio ¦ advertising campaign in press – business and women magazines – both domestic and international ¦ promotional materials – highest possible standard ¦ ! personal contact with clients - (professional, experienced and friendly staff)

why inter. CHARM Polska? www. intercharm. pl All there is to know about the fair, the exhibitors, and our partners, events, plans, exhibitors lists, interesting information, forms to download, electronic newsletter to subscribe, press corner for journalists, etc. and also: ¦ how to get to the fair (special offers available), ¦ where to stay - hotels ¦ where to eat well, ¦ what to see around ¦ and much more useful information ! New design (from February 2005) ! AND ONLINE REGISTRATION FOR VISITORS

why inter. CHARM Polska? promotion strategy ongoing direct mail – 5 different campaigns throughout the year to reach 4 different target groups: ¦ business ¦ exhibitors – manufacturers of end products, manufacturers of raw materials and packaging, ● marketing, selling, research and development divisions employees ¦ and core management visitors – with focus on visitors from Eastern and Central Europe ● importers, distributors, wholesalers, retailers, key accounts ● decision makers and opinion leaders (governmental authorities, branch organizations) ¦ ¦ ¦ hairdressers beauticians public

why inter. CHARM Polska? promotion strategy media cooperation ● cosmetic press (Polish and international) ● ● ● Kosmetyki & Biznes Kosmetyki Cabines Solarium Packaging Polska ● business press ● ● ● Salon i Elegancja Kosmetyka I Kosmetologia Make Up Estetyka European Spa Magazine ● ● ● Export Magazine Soap, Perfumery & Cosmetics in Russia Novosti w Mire Kosmetiki Kosmetichesky Rynok Segodnya … other titles to be confirmed ● Trade Press (Detal Dzisiaj, Supermarket News, info. Makro) ● Business Week Polska ● radio / TV - business and news programmes, women channels ● internet portals – Serwis Biotechnologiczny. pl, polki. pl, wizaż. pl, tradepress. pl gazeta. pl, najpiekniejsza. pl, kobiety. pl, businesspolska. pl, kosmetyczki. net ● general media ● one of the biggest women magazine publishing houses in Poland

why inter. CHARM Polska? promotion strategy introduction of two new own media titles by Polmedia Expo team! the best possible promotional tool addressed to prospect visitors [pol. M ¦ cosmetic business newsletter ¦ professional magazine for hairdressers EDIA expo ]

why inter. CHARM Polska? promotion strategy ¦ cosmetic business newsletter ● monthly newsletter containing up-to-date information on cosmetic industry in Poland around the world with the focus on Polish and Central European cosmetic markets ● addressed to producers of ultimate products, packaging and raw materials, distributors, exporters, importers, contract manufacturers, marketing specialists, trade organisations, wholesale and retail companies. ● the easiest and quickest way to access news, market research, laws and regulations, companies profile, statistics, events, trade press, associations, and everything about the infrastructure of perfumery and cosmetics market of Poland Central Europe ● launch date – Spring 2004

why inter. CHARM Polska? ¦ promotion strategy Polish edition of international hair fashion magazine ● quarterly, luxury magazine for hairdressers and hairstylists ● one of the most respected magazines in Europe dedicated to hairdressing as one of the essential parts of fashion ● indispensable tool for professionals ● the latest information and worldwide trends in hairdressing ● ideas and secrets of hairdressing work ● the magazine makes the audience acquainted ● with fashion tendencies, presenting works of top stylists ● with coloured pictures of the world famous international and national shows and master classes ● with articles on peculiarities of hairdressing, different haircuts, new ideas and recommendations ● launch date -Spring 2005 ● the magazine is the organizer of a professional Hair Fashion SHOW held in the framework of inter. CHARM Polska exhibition

why inter. CHARM Polska? ¦ promotion strategy information campaign – during major international and local cosmetics trade events – perfectly targeting companies interested in cooperation, new markets etc. : l SALON JESIEŃ - Warsaw IX 04 l TAROPAK - Poznań IX 04 l ESTETYKA Professionalissimus - Warsaw X 04 l COSMO EUROPE - Warsaw XI 04 l GLOBE HAIR SALON - Warsaw XI 04 l CHI – Warsaw XI 04 l ESTETYKA MANUS - Warsaw XII 04 l BEAUTY PRAGUE - IX 04 l BEAUTY Slovakia - IX 04 l COSMEETING - Paris IX 04 l Inter. CHARM Russia - Moscow X-XI 04 l SARMS 2004 - Riga XI 04 l BEAUTY WORLD - Tallinn X 04 l EMBALLAGE - Paris XI 04 l SALON WIOSNA – Warsaw II 05 l BEAUTY FORUM – Warsaw IV 05 l LOOK - Poznań IV 05 l AQUABUD (& Wellness) - Gdańsk IV 05 l European SPA Exhibition - Monte Carlo I 05 l BEAUTY WORLD - Frankfurt I 05 l LES SPA – Roma I 05 l EXPOBEAUTY – Moscow II 05 l BEAUTY ZAGREB - Croatia II 05 l BEAUTY Forum - Slovenia II 05 l INTERCHARM UKRAINA - Kiev II 05 l CINDIRELLA – Vilnius II 05 l BEAUTY International - Düsseldorf III 05 l HAIR OPEN 12 -13. 03, Helsinki l COSMOBELLEZA International – Barcelona III 05 l BEAUTY ASIA/SPA 6 -8. 03, Singapore l International Exhibition Hair & Beauty - Plovdiv III 05 l Guangzhou International Beauty Fair – China III 05 l COSMOPROF - Bologna IV 05 l IN-COSMETICS - Berlin IV 05 l PCI Europe – Paris IV 05 l inter. CHARM professional - Moscow IV 05 l INTERBEAUTY - Bratislava V 05 l BEAUTYWORLD - Dubai V 05 l IDEAL BEAUTY - Petersburg V 05 l BEAUTYWORLD – Tokyo V 05

why inter. CHARM Polska? ¦ promotion strategy information campaign for organizations and institutions ● Economic and Commercial Departments of Polish Embassies abroad ● foreign diplomatic Agencies in Poland – Trade Commissioners ● Industrial and Trading Chambers in Poland abroad, ● Cosmetics and Trading Associations ¦ information campaign carried out by our network of agents in the represented countries (Italy, Germany, France, Hungary, Turkey, Russia, Ukraine, Turkey, Taiwan, USA)

why inter. CHARM Polska? patronate Vice Prime Minister, Minister of Economy & Labour of Poland ¦ support of Economic and Trading Divisions of Polish Embassies all around the world (information about inter. CHARM Polska on their web sites, published in their publications…) ¦ organisation of trade missions from various countries – in cooperation with the Ministry of Economy and Labour (Department of Foreign Investments and Export Promotion) – support and co-financing trade missions from several central and eastern European countries ¦ adds prestige and helps receive better recognition by business and cosmetic press, various business organizations and public bodies

why inter. CHARM Polska? visitor promotion strategy ¦ direct mailing campaign ¦ PR campaign in specialist press ¦ informational activities worldwide by agents network ¦ special offer to attract international visitors (additional reason why to come): ● special hotel rates (discounts from 15% to 50%) all hotel categories from to ● Polish Airlines PLL LOT official airlines of inter. CHARM Polska 2005, special offer for flights to and from Warsaw during the event ● special tourist events (with co-operation with Mazurkas Travel)

why inter. CHARM Polska? location ● suitable for all kinds of exhibitions, conferences, seminars, meetings and banquets. ● covers 10, 000 sq. m. of air conditioned, flexible exhibition space, with minimum height and weight restrictions. ● the halls are fitted with underground channels for all water, electricity and internet supplies, making almost any type of space arrangement possible. WARSAW INTERNATIONAL EXPO XXI CENTRE PRĄDZYŃSKEGO St. 12/14 the most prestigious and innovative multifunctional centre in Poland ● comfortable localization in Warsaw (5 min from the city center, 25 min from the international airport) ● 3 conference rooms can easily host up to 800 delegates.

why inter. CHARM Polska? hall 1 b B 2 B packaging raw materials machinery trade fair map national pavilions Italy, Germany, France, Turkey, Taiwan hall 3 a - B 2 B hairdressing solariums hall 3 b NEW! Professional hair fashion Show hall 1 a END PRODUCTS cosmetics perfumery salon products NEW! reception hall 2 sponsors, patrons, press, Ministry of Economy stand NEW! information, registration and service point SPA & Wellness zone

why inter. CHARM Polska? participants - forecast ¦ exhibitors – approx. 250 ¦ business visitors – 5. 000 ¦ professional visitors – 5. 000 (cosmeticians, cosmetologists, hairdressers, manicurists …) ¦ public visitors ONLY SATURDAY AFTERNOON AND SUNDAY ~ 10 -15. 000 ¦ exhibit space – gross 10. 000 sq. m.

why inter. CHARM Polska? parallel program hair fashion show ¦ amazing year's event for hairdressers in Central Poland ¦ one-day stunning spectacle for professionals ¦ celebration of hairdressing art ¦ top-stylists work ¦ show date – May 22, 2005 (Sunday)

why inter. CHARM Polska? Cosmetology Congress ¦ the most important cosmetology event of the year in Poland ¦ inter. CHARM Polska is the only organizer of educational events for beauticians that gathers more than 50% international lecturers ¦ international well known lecturers ¦ the best lecturers of Polish cosmetology ¦ no entry fees for pre-registered participants ¦ excellent technical conditions – Congress Centre of EXPO XXI ¦ dates – May 21 -22, 2005 (Sat, Sun)

why inter. CHARM Polska? summary inter. CHARM Polska is: ¦ the only business oriented event for the whole beauty industry of Poland whole Central European region. ¦ the only event in Poland visited by buyers (including key accounts) from Poland neighbouring countries ¦ the only event in Poland visited by importers and distributors from Central and Eastern Europe ¦ a global brand well known all over the world already – inter. CHARM (Russia, Ukraine, Poland) is a synonym of quality and the guarantee of effective trade event ¦ Cosmetology Congress and business seminars – highest educational standards, international speakers and most famous polish speakers ¦ You Professional Show – the great hair fashion show with top stylists, master classes, happenings… ¦ perfect location –EXPO XXI Centre – the most modern exhibition centre in Poland Can you afford not to be there?

let us welcome you at EXPO XXI Centre on May 20 -22, 2005 the only business trade fair for the cosmetic industry of Central Europe

for more information… sales: promotion/public relations: Anna Dabkowska Dominika Pawelec Sales Manager a. dabkowska@intercharm. pl Marketing Communication Director d. pawelec@intercharm. pl Magdalena Wasilewska Sales Asistant m. wasilewska@intercharm. pl Ewa Laszkowska PR Manager Marketing Communication Department e. laszkowska@intercharm. pl Anna Godek Commercial Director a. godek@intercharm. pl visitor promotion: Agnieszka Kotowicz Project Manager Marketing Communication Department a. kotowicz@intercharm. pl organizer: Polmedia Expo Sp. zo. o. Jubilerska St. 10 / 116 04 -190 Warszawa www. intercharm. pl info@intercharm. pl phone: +48 22 611 62 05 -07 Fax: +48 22 673 18 50