Cosmoprof North America has announced that BEAUTIQUE, a new concept this year that allowed exhibiting brands to participate in beauty sampling, has raised $11,000 from the proceeds of sales that will benefit City of Hope.

At the BEAUTIQUE sampling bar, attendees could hand-pick seven deluxe samples from 20 featured exhibiting brands (showing the latest in trending cosmetics, skin care, nails and hair) in exchange for a small charitable donation.

Brands included Amika, U R Curly, Bain De Terre, Balanced Guru, Chateau de Versailles, Coiffance, Daily Concepts, Dragonfly, Layla Cosmetics, One’n Only, OPI, ORLY, Royal Apothic, RUSK, Sebastian, Skin & Co Roma, Wella and XFusion Keratin.

"The BEAUTIQUE program is one of the most innovative approaches to date in the trade show arena. The ability to have trade participants actually try samples of brands has not been done before and is a smart innovation from PBA / Cosmoprof North America. I'm thrilled with the results from our participating brands in Sebastian Professional and Wella Professionals and as the 2013 Spirit of Life awardee, I'm grateful to NABE for donating the proceeds from the 2013 BEAUTIQUE execution," says Reuben Carranza, North American CEO of Wella, the Salon Professional Division of P&G.

Cosmoprof North America 2014 will take place July 13 – 15 at the Mandalay Bay Convention Center in Las Vegas. For more information on exhibiting or attending, please visit cosmoprofnorthamerica.com. For additional BEAUTIQUE photos, please visit: http://cosmoprofnorthamerica.com/news_press/PhotoGallery.aspx.