Coffee N° 5 with Lara Schmoisman: Episode Summary
Title: Owning the Stage: The Global Vision Behind Cosmoprof with Liza Rapay
Release Date: June 17, 2025
Host: Lara Schmoisman
Guest: Liza Rapay
Introduction
In this engaging episode of Coffee N° 5, Lara Schmoisman sits down with Liza Rapay to delve into the dynamic world of CosmoProf, a pivotal event in the global beauty industry. The conversation spans Liza’s professional journey, the strategic vision behind CosmoProf’s multiple events, and insights into emerging trends and challenges within the beauty sector.
Liza Rapay’s Professional Journey
Liza begins by sharing her multicultural background, highlighting her roots in the Philippines and her early career at Random House in the United States. This foundation in storytelling and discipline laid the groundwork for her transition into the corporate and beauty industries.
"Random House taught me the very beginning of discipline... you're part of this bigger purpose." [02:44]
She recounts her move to Clinique, where she expanded her role beyond traditional marketing to include global presentations, sales meetings, and content creation. This experience underscored the importance of adaptability and proactive engagement in driving business growth.
"From $576 million to $603 million in less than three years. That is one of my proudest moments at Clinique." [12:14]
Transition to CosmoProf
Liza discusses the pivotal moment in her career when she joined CosmoProf as the Head of Marketing in 2018. Tasked with redefining the platform's role, she leveraged her brand-side experience to position CosmoProf not merely as a trade show but as an essential component of the beauty industry's ecosystem, fostering innovation and growth.
"CosmoProf is not just a trade show. It is a show that is such an important part of the entire beauty ecosystem and it is fueling innovation." [13:28]
The Role of CosmoProf in the Beauty Ecosystem
Expanding on CosmoProf's mission, Liza emphasizes its comprehensive role in connecting brands with the U.S. market, facilitating distribution, retail partnerships, and serving as a vital supply chain hub. The event caters to a wide array of needs within the beauty industry, ensuring that both established and emerging brands find value.
"Every single brand trying to enter the US market, whether it be domestic or international, how can they find distribution, find retail, find... that's what CosmoProf is." [14:30]
Exhibitor Expectations and Success Strategies
Liza offers valuable advice for exhibitors, stressing the importance of preparation and storytelling. She notes that success at CosmoProf often hinges on how well a brand can differentiate itself and communicate its unique value proposition to retailers and consumers.
"A lot of them think that like they have these all great, like great products succeed. It starts with, you know, the storytelling." [18:49]
She also highlights the tailored programs CosmoProf offers, such as press appearances and buyer programs, which are designed to elevate participating brands and maximize their exposure and networking opportunities.
Introducing Beauty New York: The Fashion Week for Beauty
A significant highlight of the episode is the introduction of Beauty New York, CosmoProf’s latest event modeled after Fashion Week. Scheduled for October 16th, this event aims to democratize the beauty industry's showcase, making it more inclusive and accessible to consumers.
"Beauty is accessible. Beauty is inclusive... we are putting the consumers at our table." [21:49]
Liza explains that Beauty New York will honor industry impact through its Impact Awards and feature events in iconic New York City locations, symbolizing the city’s rich history and diversity in the beauty sector.
"It's being dubbed as the Fashion Week for Beauty... it's going to happen the same in beauty. It will be by invitation only." [20:43]
Navigating Industry Challenges: The Impact of Tariffs
Addressing contemporary challenges, Liza discusses the effects of tariffs on the beauty industry and its events. She acknowledges the initial difficulties but underscores the industry's resilience and ability to adapt through innovation and strategic planning.
"Beauty is resilient. We are seeing this because we still have over a thousand exhibitors at this right now." [30:21]
Liza remains optimistic, emphasizing that challenges often pave the way for new opportunities and advancements within the industry.
Conclusion
The episode concludes with Lara expressing gratitude for Liza’s insights and encouraging listeners to engage with upcoming CosmoProf events. Liza reiterates her excitement for Beauty New York, promising more details in the future.
"Thank you so much, Lisa, for being here with us and for all the insight and for sharing your amazing trajectory." [31:00]
Listeners are left with a comprehensive understanding of CosmoProf’s pivotal role in the beauty industry, the strategic vision driving its expansion, and actionable advice for brands aiming to thrive in a competitive market.
Key Takeaways
- Liza’s Growth: Transitioning from publishing to global marketing, emphasizing storytelling and discipline.
- CosmoProf’s Evolution: From a trade show to a comprehensive beauty ecosystem hub.
- Exhibitor Success: Importance of storytelling, preparation, and leveraging CosmoProf’s tailored programs.
- Beauty New York: An inclusive, consumer-focused event modeled after Fashion Week, honoring industry impact.
- Industry Resilience: Overcoming challenges like tariffs through innovation and strategic adaptability.
Notable Quotes
- "CosmoProf is not just a trade show. It is a show that is such an important part of the entire beauty ecosystem and it is fueling innovation." – Liza Rapay [13:28]
- "Beauty is resilient. We are seeing this because we still have over a thousand exhibitors at this right now." – Liza Rapay [30:21]
- "It starts with the storytelling. What is the differentiation, the whys, what makes you special, what makes it different?" – Liza Rapay [18:49]
For more insights and to stay updated on future episodes, visit larashmoistman.com or check the episode notes below.