INTERCHARM professional

XI international exhibition of professional cosmetics and equipment for beauty salons

April 1921, 2012 Moscow, Russia

accelerating success in Russian salon industry

INTERCHARMprofessional:growthby 22%
400 exhibitors from 14 countries Show grew by 22% compared to 2011 More than 2500 professional beauty brands 39 239 industry specialists attended (+9%) Over 2500 people enjoyed online broadcast More than 2500 free master-classes and demonstrations on stands non-stop 14 events in the framework of the program including new Beauty in Internet Conference 100 journalists from business, specialized and glossy press gave visibility to the show First mobile application for iOS Android

Russianprofessionalcosmeticsmarket:steadygrowthand attractivenessforthenextcomingyears
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 clients purchase professional products advised by their master to use at home.

Activepromocampaignresultedin9% visitorgrowth
Sms, e-mailings and direct mailings to over 215 000 contacts; Over 7000 senior managers and specialists from beauty salons, clinics and professional cosmetics distributors were invited.. Their geography covered regional centers and big cities in the Central, North-West, Privolzhsky, Southern Federal Districts as well as Yekaterinburg and Novosibirsk cities; Advertisements and editorials in specialized and glossy press, on popular webportals; 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

INTERCHARMprofessional: highlyeffectivetool toexpandbusiness

75% of exhibitors and 64% of visitors got new perspective business contacts during show days 85% of attendees already plan to visit again in 2013 4 out of 5 exhibitors are likely to participate in 2013

77% of visitors are completely satisfied with their visit 27% - new audience of specialists!

Some 35% of exhibitors calculated more than 50% of exceptionally business contacts at their stands

Visitor profile by specialization

Representatives of manufacturer 2% Consumers and other 6% Representatives of distributor or retailer 9%

Owners & Administrators of beauty salons 3%

Nail service specialists 24%

Doctors (plastic surgeons, dermatologists, etc) 13%

Hairdessers & stylists 20%

Cosmetologists 23%

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

Visitor profile by geography

Other Russian regions Privolzhsky District 4% CIS Foreign countries 2% 2% 1% North-West District 2% Moscow 49%

Central District except Moscow 41%

Moscow Privolzhsky District Foreign countries

Central District except Moscow Other Russian regions

North-West District CIS

Total visitor attendance reached 39 239 and grew by +9% compared to 2011
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InterCHARM
October2427,2012

INTERCHARM professional
April1820,2013 CrocusExpo,Moscow,Russia
www.intercharm.ru T.(+7495)6627101 Email:elena.zelenina@reedexpo.ru