March 17-20 will see the 50th edition of Cosmoprof Worldwide Bologna, the most important international event in the professional beauty industry. 

Companies and professionals in the beauty business will have the opportunity to meet and see all the new developments in the world of cosmetics and hair care. Vitality’s will also be exhibiting at Cosmoprof with its own stand, and will use the occasion to present its new Tone line of Professional Colouring to hairdressers and stylists.

Thanks to an interactive totem situated near the stand, during the four days of the trade show visitors can pick up a kit of free product. But the surprises don’t end here. On Saturday and Sunday Vitality’s booth will come alive thanks to the performance of Chef Diego Bongiovanni,the renowned chef from the Prova del Cuoco TV show. The programme is exciting: two teams of hairstylists will compete to design creative dishes based on Intense and Shine, the two formulations of Vitality’s Tone line. No whisks or ladles allowed: for cooking the teams will be restricted to hair dryers and straighteners. The two teams will be able to count on the Chef’s help, showing them techniques for cooking with styling tools.

Visitors will have the opportunity to watch the performances of the Chef and teams at two different times of the day. Each event will be opened with a presentation by a Vitality’s technician who will illustrate the features of the Tone Professional Colouring Line. Visitors will be able to capture the moments at Cosmoprof and be photographed with Chef Diego Bongiovanni in Vitality’s social corner,where a photographer will take Polaroid snapshots.

Finally, on Monday the Vitality’s booth will welcome 20 finalists of Miss World Italy,5 of which will continue on to participate in the regional semifinal at Gallipoli scheduled for 27-30 May 2017. An event within the event to celebrate beauty and style, values that Vitality’s always seeks to create in infinite expressive combinations using its own lines.

Click here to register and get a free Tone Line kit at Cosmoprof.