Personal grooming habits are fast evolving with both men and women embracing ever-more complex regimes. Skincare alone is worth more than $107bn with Euromonitor International forecasting that it will grow by upwards of 20% between 2013 and 2018.
The lines between product sectors continue to blur as consumers expect to be able to purchase one product with multiple uses. Mintel’s recent Mixologiste research found that 46% of consumers in China for instance, were interested in trying new products with multi-functional benefits, while nearly 60% of UK consumers were interested in, and would pay more for, haircare products with added scalp protection.
These evolving trends and many more will be running themes throughout the Marketing Trends presentations at in-cosmetics Barcelona 2015. Brought to you by leading research companies, brands big and small, and expert consultancies, the free-to-attend Marketing Trends theatre is the place to visit for insightful case studies and lively panel discussions with topics ranging from organic and natural standards to trends in mobile devices, textures and sensory cues and increasing product sales with fragrance.
With this year’s Market Focus exploring Turkey and the Middle East, there are three dedicated Marketing Trends presentations, allowing visitors to better acquaint themselves with the variety of opportunities available in the region.
Day one (April 14) features the A to Z – Beauty insights into Middle East consumers with Andrea Visus and Stephane Le Moullec, PhD, both of Butterfly London, who will share insights about how brands can establish an emotional connection with Middle-Eastern women, exploring their beauty rituals and the driving forces behind their purchasing decisions.
On day two (April 15) Dr. Yavuz Özoguz, CEO of Halal Zertifikat will present Halal cosmetics and personal care: A market with future potential, explaining the breadth of products that Halal covers in the cosmetics and personal care market. He’ll also explore how the growth potential in Europe for cosmetic products lies in those population segments that continue to grow.
The afternoon of day two sees Benedetta Cordaro, Senior Research Analyst (Middle East and Africa) for Euromonitor International presents Opportunities in the Middle East and Turkish haircare market. She’ll discuss how the Middle East and Turkey are also varied and diverse, comprising highly mature and economically developed markets, alongside emerging ones and how understanding these differences, including country specific needs is essential to taking full advantage of what these markets have to offer.
Male grooming continues to present new opportunities, with sales rising four-fold to reach $3.3bn USD between 2003 and 2013. Trends and innovations in male grooming on day two with Jamie Mills, Associate Analyst at Datamonitor, will outline the top trends driving innovation, and provide a peak into the future to consider which trends are likely to have the greatest influence on innovation in this category over the next few years.
As important as keeping abreast of market trends and innovation is understanding legislation and certification for various product categories.
Day one features a panel discussion exploring Green and natural standards and certifications. Moderated by Amarjit Sahota, CEO of Organic Monitor, representatives from leading standard agencies in Europe and North America will share their expertise and answer questions from the floor to bring greater understanding to this complex subject.
Addressing the vital issue of cosmetic claims on day three will be Tadej Feregotto, CEO of CE.way Regulatory Consultants. What you need to know about cosmetic claims when selling in the EU will cover why claims substantiation is important, the basics of the EU cosmetics regulation 1223/2009 and EU cosmetics claims regulation 655/2013. He will also explain which claims can or cannot be made for cosmetic products in the EU.
For the full Marketing Trends details and timetable go to: