IN-COSMETICS GLOBAL 19
market specialists who will present the winning team with the highly-coveted trophy. Colgate-Palmolive scooped victory at in-cosmetics North America 2017 – who will steal the title this April?
The secret to winning formulations Since its launch at in-cosmetics North America in 2016, the in-cosmetics Formulation Lab has become renowned across the world as a unique opportunity to learn from top suppliers about how to maximise the potential of their ingredients. Taking place in a purpose-built lab, the interactive Formulation Lab sessions bring together the industry’s most highly skilled experts to deliver a series of hands-on demonstrations. The presentations will guide delegates through overcoming common development challenges and let them in on the secrets to creating winning formulations. The three-day programme, sponsored
by Brenntag, will feature practical presentations from The Institute of Personal Care Science, as well as the world’s most innovative suppliers, with 18 confirmed so far. Specialists from companies including BASF, Kobo, Cosphatec, Ashland, DSM, Symrise and Evonik are among those that will share their technical know-how, theory and practical formulation tips to help manufacturers bring exciting innovations to market.
Speaking about the Formulation Lab at the 2017 event, Natalia Klenina, technologist, R&D, SPLAT Cosmetics, said: “It was fantastic. I think it’s great that only people with laboratory experience are approved so everyone can understand and move quickly through each stage. It’s a unique opportunity to get so close to all the various ingredients and textures.”
Innovation highlights
The in-cosmetics Innovation Zone will return to the 2018 event, providing a launchpad for more than 100 state-of-the- art concepts. The ever-popular area allows time-poor R&D scouts to find the latest ingredients all in one place, mitigating the need to scour the show floor. Mintel will also host a series of live demonstrations, presenting market-leading finished products alongside key insights into the trends that inspired them.
The Make-Up Bar will demonstrate the latest innovations in pigments and technology, with visitors able to touch and experiment with the ingredients on display. Exhibitors will demonstrate their expertise and help cosmetics manufacturers identify eye, skin, nail and lip makeup formulations to deliver captivating and trend-setting colour cosmetics products. Product developers, formulation experts and marketing professionals are also invited
April 2018
and manufacturers can find out what is hot and what is not in 2018 and beyond.
to browse the Sensory Bar. This is where they will experience unusual textures and sensations first-hand, including transforming and hybrid textures; heating and cooling, jellies, butters and powders in the ‘try-out’ area. Textural effects remain a key focus for manufacturers and that will be reflected at the event. With widespread media coverage on the
severe threat to our planet due to plastic waste, depleting natural resources and air pollution, manufacturers in the personal care industry are under pressure to adopt more environmentally-friendly practices. To support them in this endeavour, the in-cosmetics Sustainability Corner will return to the Global event to showcase a selection of environmental and social initiatives. The area will also highlight how the beauty industry is moving beyond compliance and paving the way towards a more sustainable business model. Experts in the field will take to the stage to deliver insightful presentations relating to this topical issue, and a dedicated area will showcase ethically-sourced ingredients and eco-friendly alternatives to harmful products such as microbeads.
Marketing Trends
Like most industries, the global beauty sector regularly witnesses its fair share of new, upcoming and potentially ‘faddy’ trends. While some take hold and become surprisingly popular, others come and go in a flash. Which begs the question, how can cosmetics brands separate the winners from the losers? How can marketeers make sure they are on top of the emerging trends before they arise? The Marketing Trends Sessions at in- cosmetics Global provide a unique opportunity for beauty and personal care professionals to find out about the genuine current and future trends sweeping the industry. Through more than 100 hours of free-to-attend sessions, delivered by some of leading thinkers in the business, brands
Male grooming in the spotlight Once considered to be a niche corner of the beauty industry, according to Euromonitor International, the global market for male grooming products is expected to reach $60.7bn by 2020. It is a flourishing category that presents a huge opportunity to beauty brands and it will form a key part of this year’s in-cosmetics Global Marketing Trends presentations. One of the critical questions on the agenda will be how far the sector can go? Is makeup for men really on the cusp of going mainstream as L’Oréal’s Vismay Sharma predicts, have we already moved on beyond ‘manscara’ and ‘brotox’ or are these assumptions a step too far for this once naturally shy industry? In her Marketing Trends presentation at in-cosmetics Global, Louise Barfield, head of Marketing at Two by Two, will examine what behaviours and attitudes underpin the emerging trends in male grooming and how the beauty industry can develop more compelling and relevant strategies for male consumers of all ages.
Examining children’s toiletries Delving into another previously limited area of the cosmetics industry will be Madelyn Postman, Director and Co-Owner of Grain Creative, with a session on children’s toiletry brands. With the rise in birth rates, upsurge in number of working mothers, increase in hygiene care for babies and surge in demand for premium baby products, it is expected that this area of the industry will enter into a period of growth in 2018 – according to The Baby Toiletries Market - Global Opportunity Analysis and Industry Forecast, 2014-2022 report. But what are the real opportunities in this
previously fragile industry? Madelyn’s presentation will examine brand opportunities, trends and pitfalls in baby, toddler and children’s toiletries, looking in particular at the current landscape, the role of organic and natural as well as case studies of what works and what does not in this area.
The next beauty mega trends With all the hype around the mass cosmetics industry, premium products and global marketing campaigns, it can be easy to forget that the beauty boom actually began with DIY concoctions – think Cleopatra, through to grandma’s homemade rose water. However, in recent years the increasing tendency towards craft, personalisation and sustainability, has pushed DIY Beauty back onto the industry map, and the concept is making a comeback. Jo Chidley, ‘flounder’ of Beauty Kitchen, will examine whether DIY beauty is
PERSONAL CARE EUROPE
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