Beauty, as we all know, lies in the eye of the beholder - or in the nose of whoever’s enjoying it. What we’re trying to say with this wordplay: there’s no right or wrong, and each and every one of us is a beautiful person in our own way. Even so, there’s certainly nothing wrong with looking after yourself. And that includes sprucing up your outward appearance now and then and simply feeling too gorgeous for words. At TRENDS OF BEAUTY in Graz, the trade fair for nail design, cosmetics, foot care and massage, beauty and wellness enthusiasts can find out about new tips, trends and useful information. The roughly 250 exhibitors presented all sorts of exciting things, from natural cosmetics to high-tech devices. And who was right in the thick of it? Naturally, AROMEA Airdesign! Because scents don’t just lift the mood, they also make an effective contribution to how you come across. Whether on business premises or at events like this one at MCG in Graz, the Messe Congress Graz, AROMEA once again showed how scent marketing makes all the difference. Before visitors could surrender completely to the beauty industry, they were greeted at the entrance with delightful aromas. Beauty is in the air, after all. We talked about it with Bettina Weiß, project manager at CMG in Graz.
MCG hosts a whole series of events - what is special about the venue that makes so much possible here?
Weiß: What’s special about the Messe Congress Graz is that we have a wide range of halls and rooms of different sizes! From small seminars to major concerts, there’s something for almost any event.
How does the company support the organisers of trade fairs and events?
Weiß: We are organisers ourselves (our own trade fairs), but outside organisers can also rent the halls and congress rooms! We’re happy to help with planning or infrastructure, and of course we’re also glad to advise on what’s possible or which rooms are most suitable. For MCG in Graz, it’s important to offer the perfect venue for every occasion.
The Trends of Beauty trade fair took place in April - the beauty industry is booming. In your opinion, how do good scents fit in with that?
Weiß: Scents simply belong with cosmetics and beauty! They do something to people and give them a good feeling.
At the fair, AROMEA also got to scent the visitors and exhibitors - how was that received?
Weiß: Very positively, because it was very discreet and a very pleasant smell that didn’t stand out and therefore didn’t take centre stage!
In your opinion, what makes for good scent marketing?
Weiß: Exactly what I mentioned in the previous point: discreetly in the background, yet conveying a pleasant feeling. And where there are strong unpleasant smells, scenting should create a good atmosphere!
Bettina Weiß on scent marketing
