Beauty show offers local players space for comeback

THE inaugural Beautylife Bonanza was certainly one of the most anticipated events among beauty industry players after the market came to a standstill due to the Covid-19 pandemic and the movement control order (MCO).

The three-day exhibition at Kuala Lumpur Convention Centre was brought by beautyexpo and Cosmobeaute Malaysia, and organised by Informa Markets.

Informa Markets country general manager (Malaysia) Gerard Leeuwenburgh said Beautylife Bonanza was held with a mission to give back to the local beauty industry by helping players bounce back with confidence.

“Almost all industries have been hit hard by the pandemic. As a leading exhibition organiser internationally, we wanted to provide the beauty industry with a platform to connect with customers.

“It is not about profit-making for us, but more about helping exhibitors reach out to the beauty community and gradually improve their business, ” he said, adding that the exhibition was the first for Informa Markets this year.

Breaking away from the traditional trade exhibition that covers a large space, Informa Markets came up with a new concept for BeautyLife Bonanza.

Open to the public, the event was held within one hall with the Covid-19 standard operating procedures strictly in place.

More than 80 local beauty and lifestyle suppliers showcased their latest products in aesthetics, beauty salon, cosmetics and embroidery, hair salon, make-up and education, nail salon, professional beauty, professional spa and wellness as well as toiletries and body care.

K2 Palm Sdn Bhd director Amanda Lim said the event was a great chance to create brand awareness on Korean skincare products.

“I was amazed at the beauty exhibitions by the organiser when I

visited last year, so we decided to participate for the first time to shout out about Ischia — a South Korean cosmeceutical brand we brought in three years ago.

“There are so many Korean brands out there. We aim to educate consumers on first knowing about the ingredients used in products to determine their quality.

“Good products can also be affordable, ” she added.

For Oryn Skincare, a local brand that was developed before the MCO, initial plans to target the international market had to be rethought due to the pandemic.

“We have diverted our focus to the local market instead. For now, we need to create and promote brand awareness, ” said Oryn Skincare marketer Hafiz Dahnin.

A regular exhibitor at beauty-expo and Cosmobeaute Malaysia, Monarch Aesthetic Sdn Bhd was present to showcase its latest range of devices and machines.

“We went digital to introduce our new products and organise tutorials during the MCO, and the response was overwhelming.

“The good results in revenue was probably due to our local customers who decided to source from local suppliers rather than face logistics and production challenges from overseas manufacturers.

“Apart from that, we not only offer our customers quality equipment with the latest technology but also provide training and marketing, ” said its managing director Eddie Goh.

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