Success Stories
Effects of Trade Fairs – Are Trade Fairs Really Dead?
"Trade fairs are vibrant marketplaces for innovation. They create experiences that cannot be replicated digitally and are essential for building long-term partnerships. Above all, they are the most direct way to be close to the customer, to gather real feedback from the market development - some of our greatest product evolutions have come from these on-the-spot conversations."
– Maria-Liisa Bruckert
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The Relevance of Trade Fairs in the Digital Age – An Outdated Concept or Essential Marketing Tool?
In recent years, there has been much debate as to whether trade fairs are still appropriate as a marketing and customer loyalty tool. With the advent of digital means of communication and virtual events, the necessity of physical trade fairs seemed to be called into question. However, current studies and practical examples show a more differentiated picture.
A survey conducted by AUMA - the Association of the German Trade Fair Industry - revealed that 83 per cent of the companies surveyed consider trade fairs to be an important or very important part of their communication strategy. This puts trade fairs directly behind the company website as a central marketing instrument.
Advantages of Participating in Trade Fairs – Why Exhibiting Still Matters
Participation in trade fairs offers companies numerous advantages:
Direct customer contact: Trade fairs enable personal dialogue with potential customers, which creates trust and can clarify individual questions immediately. While digital channels often only allow one-way communication, trade fairs offer an interactive experience where customers can test and experience the products directly. This direct exchange can be decisive in retaining customers in the long term.
Market and competition analysis: Companies can observe industry trends and analyse the competition in order to develop new ideas for their own business. Trade fairs are a valuable source of information for recognising customer needs and innovations at an early stage, especially for start-ups or companies that want to tap into new markets.
Networking: Trade fairs offer a platform for making contacts, presenting services and obtaining valuable market information. In many industries, partnerships are often formed through informal discussions, which are more difficult to conduct in the digital world. Trade fairs create the perfect setting for spontaneous business contacts.
Increasing brand awareness: Companies can increase their reach and reach new target groups by exhibiting at trade fairs. Companies can position themselves as industry leaders by presenting innovative products or services to a wide audience. This can help to strengthen the brand image in the long term.
Partnerships at Trade Fairs in 2024 – Driving Collaboration and Innovation
IQONIC.AI was represented at several major trade fairs in 2024, working specifically with brand partners to utilise the synergies between technology and the beauty industry. The most important partnerships at the trade fairs were:
Cosmoprof Bologna x Mauricekbeauty
Beauty Düsseldorf x Fit & Alive
TOPHAIR Düsseldorf x Shyne
Expopharm Munich x Heymates & Fit & Alive
These strategic partnerships illustrate that trade fairs offer a unique platform for combining innovative technologies with real customer experiences. The collaboration with Fit & Alive at Beauty Düsseldorf proved to be particularly successful and illustrates the practical benefits of participating in trade fairs.
The Economic Significance of Trade Fairs – Boosting Global Business and Local Economies
Trade fairs are not only important for the participating companies, but also have macroeconomic effects. They promote dialogue between industry players and support the dissemination of innovations and ideas. They also trigger positive employment effects in the regions in which they take place.
In Germany, trade fairs contribute billions to economic output every year. According to a study by the Cologne Institute for Economic Research (IW Köln), German trade fairs generate an annual total economic turnover of around 28 billion euros. This benefits not only the exhibiting companies, but also numerous service sectors such as the hotel industry, catering, logistics and trade fair construction. In addition, trade fairs in Germany directly or indirectly secure over 230,000 jobs.
Trade fairs are particularly important for export-orientated sectors, as they facilitate international market access. Around 60 per cent of trade visitors to leading German trade fairs come from abroad, providing German companies with an ideal platform for tapping into new markets and forging international partnerships.
Challenges and Future Prospects – Navigating the Changing Landscape of Trade Fairs
Despite the numerous advantages, trade fairs face challenges. Digitalisation and the trend towards virtual events require trade fair concepts to be adapted. Nevertheless, the above-mentioned studies show that virtual events complement the offering, but do not replace traditional trade fairs. Many trade fair visitors continue to attach great importance to personal contact and dialogue. In addition, the future of trade fairs will be strongly characterised by sustainability requirements. Many companies are increasingly focussing on environmentally friendly trade fair presentations and digital extensions in order to conserve resources.
Findings from Trade Fair Appearances – Key Takeaways and Insights
Our participation in the trade fairs in 2025 - Art of Beauty & Health, Cosmoprof Bologna, BEAUTY DÜSSELDORF and TOP HAIR - provided us with valuable insights and experience. One key learning was the importance of seamlessly integrating B2B and B2C strategies. At Art of Beauty & Health, we were able to interact directly with end consumers and use their feedback to further develop our products in a targeted manner. At the same time, our presence at trade fairs such as BEAUTY DÜSSELDORF enabled us to establish valuable contacts with industry experts and strengthen partnerships. This duality has shown us that a good balance between end customer orientation and trade visitors is crucial for market success.
Fact Sheet: Trade Fair Appearances in 2025 – Key Data and Insights
Art of Beauty & Health (28-29 March 2025):
Several thousand visitors expected in the futuristic glass foyer at the Messe Süd entrance.
Complements the established trade fairs BEAUTY DÜSSELDORF and TOP HAIR, which attract around 75,000 visitors every year.
Cosmoprof Bologna (20-23 March 2025):
Over 255,000 visitors from 150 countries.
3,128 exhibiting companies from 65 nations representing more than 10,000 brands.
BEAUTY DÜSSELDORF (28-30 March 2025):
More than 1,200 exhibitors and brands from 27 countries.
Over 45,000 visitors.
TOP HAIR (March 2025):
Around 27,000 trade visitors.
Extensive education programs with around 60 workshops.
These figures underline the reach and importance of the trade fairs at which we were represented and illustrate the diverse opportunities for customer interaction and market positioning.
Conclusion
Trade fairs are by no means dead. They have evolved and, in combination with digital strategies, offer a wide range of opportunities to strengthen brands, win customers and maintain business relationships. Companies that recognise and use these opportunities can sustainably increase their market success. At the same time, it is crucial to combine trade fair appearances with digital tools in order to achieve even greater reach and long-term customer loyalty. Trade fairs are therefore not just a place for physical exchange, but an integral part of a modern, hybrid marketing strategy.