20 IN-COSMETICS GLOBAL
still niche irrelevant tinkering or if it is set to disrupt the sector and change the beauty industry as a whole.
In addition to the rise of the smaller subsectors of the industry, the Marketing Trends Theatre will also expose some of the current mega trends dominating the beauty landscape – both now and in the future – as well as providing insights and updates from some of the biggest regional beauty markets in the world. These include: Current and future trends: Healthy living and the new face of healthy ageing; Kseniia Galenytska from Euromonitor International
Trends and Opportunities across the global Haircare landscape; Iliyana Mesheva from GlobalData
Future Outlook: Spring Summer 2019 beauty concepts; Michael Nolte from Beautystreams
Colour cosmetics: seasonal trends and influences; Charlotte Libby from Mintel
The new beauty behaviours: Mariel Brown from Seymourpowell
Natural Cosmetics Market: Trends update and future predictions; Amarjit Sahota from Ecovia Intelligence
Fragrance – key trends in cosmetics products; Kim-Davy Hoeu from KDH Concepts
Regional beauty market updates: The (silk) road less travelled: how
Louise Barfield – Head of Marketing, Two by Two Design In today’s highly-fragmented beauty care industry, populated by big budget brands and niche players, the growth of male grooming has spawned many a start-up in areas such as shaving, skin care and beard management. It seems men are the next big thing in caring for and enhancing their looks, and brands are emerging from the lab on what feels like a weekly basis. However, in the rush to put forward a man-friendly moisturiser or a predictable celebrity-endorsed grooming range, are we misunderstanding the mindset and shopping expectations of men? Where are the real opportunities to meet the needs of this changing and multi-faceted category? When considering the concept of ‘male beauty’, most of us immediately think of immaculate celebrities or vloggers who project their own brand all over Instagram. From ‘manscara’ makeup to body beautiful gym shots, it is easy to assume that men have just become vainer and need to preen, preserve and protect to face the world. For me, this is just scratching the surface. Let us consider three market ‘signals’ that indicate that male grooming is an
PERSONAL CARE EUROPE
western beauty brands can access the Chinese market; Helen Miller from Helen Miller Consulting Ltd
European Beauty Trends; Vivienne Rudd and Andrew McDougall from Mintel
Personal care ingredients in North America: where is the market headed; Nikola Matic from Kline and Company
What’s up from Asia and what’s next from Asia; Florence Bernadin from Information et Inspiration
Latin American beauty landscape; Emma Fric from PeclersParis
Beauty in MEA – A to Z; Stephane Le Moullec and Megan Powell from Butterfly London
Beauty around the World; a roundtable discussion with Lucy Whitehouse, Deanna Utroske and Simon Pitman from Cosmetics Design The Marketing Trends presentations deliver insights into the latest trends, facts, figures, market analysis and research intelligence in the beauty industry. The free- to-attend sessions will take place daily from 17-19 April at the in-cosmetics Global event in Amsterdam.
Insights from industry leaders Education is at the heart of in-cosmetics Global and the world-renowned Marketing and Technical Seminars Theatres will deliver hot-off-the-press consumer trends, analysis
area that has deeper roots of behavioural change and a shift in attitudes that go further than the bathroom cabinet - and provoke debate about how to position and market to men in 2018 and beyond. Firstly, consider the Wellness trend that encompasses veganism, nutrition, yoga and alternative therapies. Male consumers who lean towards this attitude of ‘eat well, live well’, do not separate their grooming or skin care needs from this mindset and are more likely to seek out brands that embody the same principles: from ethical ingredients and natural therapies, to plant-based skin care and sustainable sourcing. Secondly, men’s lives, and careers are
increasingly shifting to new ideas of what it is to be a man. Losing their traditional, linear structure of ‘learn, earn and burn- out’ and are arguably becoming more life stage oriented. As men in their 20s, 30s and 40s take on greater child rearing responsibility, for example, or pursue portfolio careers and interests, their shopping habits are likely to change. With less focus on property and car ownership, the ‘usual’ status symbols associated with success are giving way to more experiential and social consumption.
and research data, as well as information on the latest relevant regulatory changes. Topics will be diverse but of-the-minute,
with representatives from the top market analysts, including Euromonitor, PeclersParis, GlobalData and Mintel, sharing the latest data and insights into the hottest industry trends from DIY beauty to athleisure. In the Technical Seminars Theatre,
sponsored by Givaudan, suppliers of the world’s most technologically advanced ingredients, including Evonik, AkzoNobel and Lipotrue, will share the science behind each innovation and how to make the most out of these concepts to create products consumers will love.
Meanwhile, the in-cosmetics Global
Workshop programme will enable participants to stay ahead of industry issues. Speakers will present crucial scientific and regulatory updates such as what is new in the field of protecting the skin against the radiation of the electromagnetic spectrum and new avenues of research into the skin microbiome.
International inspiration More than 700 suppliers will be present at the RAI, armed with their latest innovations and representing more than 100 countries. Dedicated regional pavilions, including Brazil and South Korea, will sit on the show floor, marking the international relevance
‘DUDE, WHERE’S MY SERUM?’ - HOW MALE GROOMING HAS GROWN UP
From hipsters to entrepreneurial side hustles, male identity is being remoulded. Thirdly, merely applying a ‘For Men’ label to a moisturiser is no longer enough. The growth of more discerning products for men and the fact that Mintel reports that 47% of men bought a beauty treatment for themselves in the last year, shows that there is a much more diverse and complex set of needs among the male consumer in beautycare and wellness. From mental health and stress management to bespoke products, the rise of personalisation in the industry plays to the demand for a more data- driven and ‘smarter’ set of solutions. Those brands that combine digital recognition, social media interaction and high customer service levels will win the race for the male consumer, leaving brands behind that do not grasp the new normal. In a market that Euromonitor predicts to be worth in the region of US$60.7 billion by 2020, is it not it time to take this category seriously?
Louise Barfield is head of Marketing at
Two by Two Design and will present on ‘Is the beauty industry doing enough to engage men’ at in-cosmetics Global on Tuesday 17 April from 13.15-14.00.
April 2018
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