In the past, BolognaFiere, the Italian trade fair player that generates the highest percentage of turnover overseas, had concentrated its investments in China, which was (and continues to be) the group's initial foreign market, with an office in Shanghai. However, the pandemic necessitated a slight reorganization of the deck, and the top management subsequently decided to increase their commitment in the United States. They even went so far as to enter into a joint venture with Informa, the largest international organizer of trade fair events, to establish Piattaforma LLC in 2023. BolognaFiere holds 40% of this joint venture, which assumed responsibility for Cosmoprof Las Vegas and launched Cosmoprof Miami last year. Additionally, it oversees the network of Beauty Premiere, an Informa event that is exclusively dedicated to the local professional sector. For the upcoming autumn, it has announced the New York Beauty Week, a new event dedicated to the cosmetics industry. The event will be held from October 15th to 18th and will consist of an exhibition portion that is B2C in nature, as well as a conference portion that is primarily aimed at B2B professionals. "We are very satisfied with the work we are carrying out with Informa", explains the CEO of the Bologna-based group, Antonio Bruzzone. "Today, the American company has 70 employees and is approaching $50 million in revenue".