Colombian government backs moves to internationalize Belleza Y Salud

In this video interview, Lozano explains how the past year has been all about the internationalization of the event by working with the event organizers, as well as promotion of the official cosmetic industry event organizations in Peru, Germany and Spain. 

This meant a significant boost to the representation of companies from these countries on the show floor, with the Germany and Spain pavilions having particularly expansive exhibitor platforms. 

Working towards ethics and riding economic growth​

The work of Lozano's team has also led to big leaps in ethical and transparency practices, helping Colombian companies to make claims that resonate with consumers, while also serving to make Colombian products more marketable internationally. 

The focus of the work has been to focus on making product claims in line with those in the major international markets, particularly in the all-important European and US markets.

Lozano also pointed out the fact that the Colombian economy is growing at a leading rate in the region, which is translating into very healthy growth in the cosmetics and personal care sector, particularly with respect to male grooming products.