Leo Burnett has been commissioned with the task of developing communications for the 2013 and 2014 editions of Cosmoprof Worldwide Bologna. The BolognaFiere Group’s decision to entrust the communications project to Leo Burnett was made with the aim of enhancing Cosmoprof’s role and promoting its global leadership through the idea of beauty at the service of wellness and health. This choice is also proving to be a winning formula in terms of a shared global communications strategy. The campaign is expected to promote Cosmoprof’s worldwide platform, not only in Bologna but in Las Vegas and Hong Kong too, the event’s other two venues. Leo Burnett’s campaign is born out of a holistic vision of Cosmoprof’s identity and the brand’s self-proclaimed values. The agency’s creative department is portraying the event as a beautiful flower blossoming and growing: a visual metaphor for Cosmoprof’s prestige which emphasises the growth of the business as well as the concept of pure, ideal beauty promoted by the exhibition. “This choice represents an important step in the process of enhancing a brand through its own identity,” says Duccio Campagnoli, president of BolognaFiere. “A brand with worldwide renown needs appropriate communication and visibility. We are certain that our partnership with Leo Burnett will bring great prestige to the Cosmoprof Worldwide system as an international hub for the beauty world.”