IN-COSMETICS GLOBAL 19


Global Beauty Day launches this month in Paris


 Lesley Foottit – in-cosmetics, UK


in-cosmetics Global returns to Paris from 2-4 April and to mark the occasion, the organisers are launching the first ever Global Beauty Day on 3 April, which will honour diversity in the industry. Historically, creating a diverse culture in the beauty sector has been complex, with the industry dominated by brands that appealed to the masses, but were less agile and able to encompass mass individuality. Today, better connected millennials are pushing for more inclusive beauty, encouraging challenger and indie brands to shake the market up and forcing the major players to move towards product ranges that are fully representative of the world’s population.


In the UK alone, 70% of black and Asian women feel that high street stores do not cater for their beauty needs, and they end up having to pay up to 70% more for products from specialist ranges. However, the opportunity is there. Black women invest more than £4.8 billion on products and services each year worldwide and spend twice as much as other consumers


April 2019


on skin care. Indeed, when international musician Rihanna launched her Pro Filter Foundation line, which carries 40 tones, the darkest sold out fastest.


Just as some races may feel ignored by the mainstream beauty industry, so too do older women and men, where the choice is even more limited. It is no secret that men have long used skin care lines traditionally aimed at females, and there is a burgeoning market for cosmetics particularly among younger men. So 2019 promises to deliver a greater focus on ethnicities, gender, LGBTQ+ identity and different skin types, making it the perfect time to celebrate diversity. As part of Global Beauty Day, which will


recur annually on the second day of in- cosmetics Global, a Diversity in Beauty series social campaign will run. It will highlight brands and professionals who are challenging traditional beauty standards and promoting beauty for all within the industry.


Exhibitors who are focused on aligning their strategy with diversity and inclusivity


will be highlighted to visitors, helping R&D professionals identify brands making their mark within the sector. Global Beauty Day will also see a trio of roundtables with a host of experts from across the industry – from formulators, trend analysts and brand representatives – gathering to discuss some of the most pertinent issues impacting the beauty industry in relation to diversity. Personal Care editor, Richard Scott, will attend the roundtable session discussing lifestyle cosmetics.


A number of Marketing Trends sessions will also follow this theme, such as ‘Challenging beauty norms – inclusivity in beauty’. This will be delivered by Jamie Mills, senior analyst at GlobalData, who will discuss challenges from developing make- up for men to appealing to a broader range of skin tones. Sam Farmer, owner of Samuel Farmer & Co Ltd, will also later take to the stage to discuss how to cater for the sea-change in the way young people identify with sexuality and gender and what this means for NPD in the beauty industry.


PERSONAL CARE EUROPE


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