The strategy behind beauty: Rossmann Beauty Expo

This article is available for reading in Trade magazin 2025/8-9.

More than 5,500 visitors had the opportunity to meet 77 exhibitors and participate in numerous interactive programs, workshops and consultations. The gift packages included with the various ticket types – White, Ruby, Peach and VIP – contained products worth between HUF 15,000 and 50,000.

Even before the gates opened, long lines were already forming outside the MVM Dome: the Rossmann Beauty Expo, promoted with the slogan ‘Two days all about You!’, attracted beauty enthusiasts from all corners of the country

Brands and experts on the stage

Representing the Schwarzkopf Gliss brand, Dávid Blanke and Zengő Molnár gave a presentation on the role of caffeine in hair care, with a special focus on formulas for hair loss. With the support of Sensodyne, Dr Eszter Milák spoke about modern methods of teeth whitening. During the Philips Sonicare brand’s stage appearance dental hygienist Emese Mester gave practical guidance on developing a conscious oral care routine. Ildikó Kovalcsik, better known as Lilu, introduced a holistic approach to body care, using Rossmann’s own-brand BODY+Me and Shaveology product lines. Norbert Szóláth demonstrated how to use Beachwaver hair curling tools.

More than 5,500 visitors, 77 exhibitors, and two entire days — the MVM Dome was filled during the Rossmann × Krémmánia Beauty Expo

Dermatologist Dr Zsófia Gyulai and Réka Nagy discussed hair and scalp care routines – the programme was sponsored by the Schwarzkopf Gliss brand. Skinfluencers gave a presentation on Korean skin care trends, entitled K-Beauty Under the Magnifying Glass. Judit Rácz talked about the conscious use of sunscreen. Brand managers of Essa World Gréta Axente and Réka Nagy discussed the role of inner beauty care and dietary supplements. A new feature of this year’s Beauty Expo was the small-group workshop format. One of the workshops offered visitors the chance to try facial yoga with Laura Döbrösi.

Full-house excitement at the exhibitor booths: visitors had the chance to try out the latest beauty products, seek advice from brand representatives, and take part in on-site activities

Interactive presence at the stands of brands

The Rossmann Beauty Expo offered more than just stage programmes: over 70 exhibitors showcased their products at their own stands, where visitors could try out new products, get advice from experts and receive samples and gifts. In addition to Rossmann’s own-brand products, well-known brands such as L’Oréal, NIVEA, Schwarzkopf, Sensodyne and Neutrogena also appeared with their own activities. Several exhibitors built experience-based installations and photo points, while others supported visitors with individual advice or skin diagnostics. One of the most important elements of the interactions was the distribution of product samples.

Korean beauty care in the spotlight

Korean beauty care received special attention at this year’s Rossmann x Krémmánia Beauty Expo, which was presented in the form of a “Korean island”. Visitors had the opportunity to discover Rossmann’s top Korean facial care brands in one place, giving them an insight into the world of K-beauty and its latest trends. Senior category manager Hajnalka Horváth-Tokaji underlined that domestic interest in Korean cosmetics is growing year by year. Kornél Németh, managing director of Rossmann Magyarország: “For the fourth time, the Beauty Expo has proven the power of direct contact between brands and consumers. The event held at the MVM Dome took the experience to a whole new level in every respect”. He also mentioned the book project that Rossmann is working on with Krémmánia – a new milestone in community building.