At one of the most anticipated dates in the global cosmetics calendar — Cosmoprof 2026 — Beauty Istanbul reaffirmed its position as a world-leading beauty trade fair by launching a major communication campaign at Bologna Centrale station, managed by Europe Media.

Project Overview

Context and Strategic Challenge

Beauty Istanbul is one of the world’s top 5 trade fairs in the cosmetics sector, held annually at the Tuyap Exhibition Centre in Istanbul, Turkey. The 7th edition of the event welcomed over 1,400 exhibitors from 65 countries, drawing thousands of international professional buyers.

To strengthen its presence among the European cosmetics community gathering for Cosmoprof, Beauty Istanbul needed a high-impact media placement capable of intercepting a highly qualified, internationally mobile audience — exactly the profile that passes through Italy’s major railway stations.

The Solution

Europe Media activated large-format digital displays at Bologna Centrale — one of Italy’s highest-traffic railway hubs — strategically timed to coincide with Cosmoprof, the flagship event that draws beauty industry professionals from across Europe and beyond.

The campaign leveraged the station’s Maxiled and Cubo formats, delivering maximum visual impact in a context of high dwell time and targeted footfall.

The Value of the Approach

Railway stations are one of the most powerful environments for reaching a professional, internationally mobile audience. By placing the campaign at Bologna Centrale during Cosmoprof week, Beauty Istanbul achieved direct visibility with the exact audience it needed — buyers, distributors and industry decision-makers arriving from across Europe.