Cosmetic Market Today: in-cosmetics Marketing Trends preview

Cosmetic Market Today:  in-cosmetics Marketing Trends preview

The annual in-cosmetics Global show takes place in Excel, London, this April, with three days of Marketing Trends presentations from the world’s leading beauty research companies and consultancies. Sustainability is a key focus at this year’s show and there will be presentations and a round table discussion at the Marketing Trends theatre. In addition, presenters will speak on a range of themes, including emerging beauty trends in Asia, the fast-moving world of digital and the growth in Halal beauty.

Global beauty trends

Euromonitor will open the Marketing Trends programme with a presentation on global beauty trends set against the challenging conditions of economic volatility and shifting consumption patterns. Nicolas Micallef, senior analyst, beauty and personal care, Euromonitor, will highlight the rise of the “green” and health-conscious consumer and how beauty innovation is responding to a growing demand for holistic beauty based around cosmetic benefits, sensorial features and lifestyle attributes.

On the second show day, Charlotte Libby, global beauty and personal care analyst, Mintel, will present the Mintel’s beauty team key beauty predictions for 2017 and their likely impact on consumers and brands.

A special round table discussion on the implications of Brexit for the beauty industry will be hosted by UK beauty industry organisation, CTPA. Moderator, Dr Emma Meredith, director of science, CTPA, will lead an expert panel on the implications of the UK leaving the European Union. Speakers include Dr Chris Flower, director general, CTPA, and Olivia Santini, head of regulatory & international services, CTPA, who will examine the key challenges and insights into current political thinking, while discussing the CTPA’s role in responding to the challenges and its plans for the future.

Beauty trends: product categories, ingredients, targeting

Skincare is the largest global beauty category, forecast to be worth over $130bn in 2019, according to Kline. Skincare also accounts for the largest percentage of ingredients manufactured for the beauty industry, at 41% of the overall global volume of ingredients.  Nikola Matic, director, Kline, will discuss changes in skincare ingredient usage, such as multi-benefits, anti-aging, cleansing, moisturisation, anti-oxidant, UV protection, etc. His presentation will focus on the types of ingredients and formulation technologies currently driving growth.

Developing an ingredient-led narrative can help brands to differentiate their products from their competitors. Nick Vaus, leading partner and creative director, Dew Gibbons + Partners, will examine what it takes to create a compelling ingredient-led brand story that meets consumers’ demand for transparency and provenance as well as efficacy and desirability.

New ingredients for sunscreens that meet consumers’ changing needs and expectations is the theme of Maria Coronado Robles, ingredients associate analyst, beauty and personal care & home care, Euromonitor International’s presentation. She will discuss the global opportunity for a range of chemical and mineral filters while leaving room to find novel ingredients capable of forming stable formulations with enhanced efficacy and a sensory  profile.

The trends for health (“clean”) eating and wellness is spilling over into the beauty market. Jamie Mills, consumer insight analyst, Canadean, will discuss the growing influence of food and drink in beauty and personal care with a special focus on the wellness revolution and the continuing consumer desire for natural beauty solutions.

The market for at-home beauty devices is valued by Kline at nearly $2bn at manufacturers’ prices and grew by 11.5% globally in 2015. Ewa Grigor, project lead, Kline, will introduce the market’s key growth drivers and look at where beauty devices are most popular, while discussing product trends, innovation and future opportunities across various skincare concerns.

The Halal beauty market is complex and diverse, from the certification of products to the contention of beautification in Islam. Stephane le Moullec, managing director, Butterfly London, and Megan Powell, consultant, will examine this largely untapped category, where very few global corporates have found the key to connect with consumers whose beliefs and lifestyle demand a new type of brand experience.

Millennials are regarded as the beauty indutry’s most important demographic, but these young conusmers are demanding and hard to target due to their digital dependency and quest for authenticity. Ramaa Chipalkatti, lead analyst, Canadean, will explore what makes millennials tick, their attitudes and behaviours and how best to target them within beauty and personal care.

Beauty trends from Asia

Florence Bernardin, ceo & owner, Information & Inspiration, will present many examples of the latest colour cosmetic trends to come from Asia and how the region is influencing the cosmetics world. She will highlight famous beauty bloggers and social media in the region that are promoting the ideal selfie make-up approach, including DIY techniques on mixing colours and products. She will also examine the trend for Korean glow, Chinese healthy appearance and the Japanese “out of the bath” look that transcends the boundaries between skinare and make-up.

Jane Jang, global beauty and personal care analyst, Mintel, will focus on beauty trends in South Korea with an in-depth analysis of beauty, retail and consumer trends. Her presentation will also examine new areas of innovation and pinpoint where to search for inspiration.

What sustainability means within the beauty markets

A roundtable discussion concerning the major ways cosmetic and related firms are tackling sustainability will be moderated by Amarjit Sahota, founder & president, Organic Monitor. The panelists will include Bettina Wyciok, head of corporate sustainability and Chris Sayner, vide president global accounts, Croda, who will look at the major environmental and social issues, how important green formulations and ingredients are on the sustainability agenda and what the outlook is for a sustainable future.

Marie Alice Dibon, owner, Alice Communications, will examine the role of sustainability and social responsibility. She will discuss past efforts by companies to be sustainable and whether sustainability is the new “green” that washes all sins.

Developments in digital beauty

Many beauty brands find it difficult to keep pace with the fast-moving changes in digital technology and marketing, let along are able to predict what might come next. Herbie Dayal, ceo & founder, KMI Brands Ltd, will examine what uncertainty and a change of pace means for brand owners and provide ideas on how they can connect with consumers in a fluid and unstructured world.

Sean Singleton, managing director, Your Favourite Story, will also offer ideas on how to get to grips with digital marketing, which has the power to deliver online beauty sales and drive traffic into store. His tips and tactics will focus on how to use digital to “growth hack” your beauty launch.

Anastasia Georgievskaya, project manager, Beauty. AI & RYNKL, will discuss how artificial intelligence (AI) can be applied to the world of beauty. Her company, Youth Laboratories, has developed a wrinkle-tracking app, as well as an online beauty competition judged by a robot jury. Algorithms are used that go beyond the recognition of wrinkles and can be adjusted by the app users to help them look younger.

Marie Alice Dibon, owner, Alice Communications, will look further into the idea of beauty perception and the huge role the beauty industry has in shaping the perception of beauty in society and its impact on women’s quality of life.

Getting beauty products listed in retail

According to Helen Miller, managing director, Helen Miller Consulting, 80% of beauty sales are still made in bricks and mortar retailers, so getting a listing can mean make or break for many brands. Drawing on her extensive retail experience as Boots beauty buyer and more recently selling into retail, she will give advice on the key issues necessary to convince retailers to stock a new beauty brand.

Future beauty

Antoinette van der Berg, trend forecaster and art director, Future-Touch, believes that there are interesting opportunities for beauty brands to target the 3rd gender by creating product in a way that suits them. She will bring clarification to the term to give better understanding and will highlight products her company have created with this demographic in mind.

Dominique Assenat, head of color, beauty and accessory, Peclers Paris, will present two trends that are predicted to influence the beauty markets in autumn/winter 2018. She will describe the key attributes of Minimal + and Nordic Shaman and what they will mean to future beauty consumers.

For up-to-date information on the marketing trends programme content and speakers, go



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