SPC: in-cosmetics 2020 Marketing Trends presentations preview
Imogen Matthews
March 2020
The ever-popular Marketing Trends programme at the in-cosmetics Global Barcelona show will cover the most exciting and relevant trends in beauty from across the globe in a 3-day programme running throughout the show. Speakers from leading research companies and consultancies will present their latest data and insights, as well as challenge current thinking for attendees to take forward and apply to their own businesses.
Mega trends in beauty
Consumer demand for country-branded brands has escalated internationally due to globalisation and peak interest in foreign culture and travel, making the “made in” stamp more desirable than ever before. Gabriella Beckwith, senior analyst, beauty & fashion, Euromonitor International, will analyse the country-branded beauty movement and its ability to meet specific racial, cultural and environmental needs.
Significant shifts in consumer behaviour will be monumental for beauty over the next ten years, with beauty consumers dictating what they want to see and how they want to receive it. Andrew McDougall, associate director, beauty & personal care, Mintel, will delve into the reasons why “the future of humanity is at stake”, showing self-actualisation, self-care and self-improvement will drive consumers to embrace holistic approaches to beauty and wellbeing.
The beauty industry is facing a call for responsibility and transparency due to a growing awareness about the environmental impact of cosmetics, including the defining global challenge of climate change. Dr Laura Busata, cosmetics R&D senior specialist, Unifarco, S.p.A, will discuss how the Clean Beauty concept is going to turn towards marine life and coral reef integrity which are under threat from wasteful packaging, microplastics, sun filters and other non eco-safe substances entering our oceans. Nick Vaus, partner & creative director, Free the Birds, will look at the meaning of responsibility in beauty and tackle some common myths around sustainable ingredients and packaging. He will offer advice on how brand can articulate a compelling, distinctive brand idea that elevates their design and communications above the competition. Meanwhile, Marcela Chifu, marketing manager, Kline & Co, will look at the trend for cleaner, greener formulations among brands, marketers and ingredient manufacturers and how retailers support the greening of the cosmetics market.
With the beauty retail landscape undergoing a profound transformation in a world of rapidly changing products and distribution models, The NPD Group’s senior account manager, Ana Gonzalez, will demonstrate why it is more important to know what is selling where, why and at what price. Focusing on the prestige beauty industry, her presentation will highlight skincare and its fast growth in Europe, along with emerging trends, distribution channels and the ultra-premium sector.
Small brands can make a big impact, according to Jo Chidley, founder, Beauty Kitchen, whose presentation will focus on the changing mood of global consumers as a result of young Swedish activist, Greta Thunberg, and the Extinction Rebellion movement. Chidley will argue how this trend might impact on consumer attitudes and what the beauty industry can do about it.
Regional hotspots
Asia continues to be a hotbed of innovation for beauty brands. Alice Li, senior research analyst, beauty & personal care, Mintel, will shine a spotlight on China in a presentation packed with product highlights from core categories and from Mintel’s consumer findings.
Asia Cosme Lab’s presentation will focus on Muslim and halal beauty with an overview of trends in beauty from Indonesia and Malaysia. Heloise Lefebvre du Prey, SEA Project Manager, Asia Cosme Lab, will examine different factors influencing the growth of these markets from the new halal mandatory law in Indonesia to the rise of green/vegan/cruelty-free beauty and halal’s rise as a new clean beauty standard. Lefebvre du Prey will highlight new product and trends in formulations in halal beauty among the most dynamic local brands.
Zeze Oriaikhi-Sao will bring her expertise and cultural heritage to her presentation on the African beauty market, in which she will show how conglomerates, African beauty brands and diaspora African brands are navigating research, technology, heritage and natural resources across products categories with a local conscience.
Skincare and haircare focus
GlobalData’s skincare-focused presentation will examine how consumer identities are shaping trends and ingredients in skincare innovation and how brands can learn which ingredients tell the stories consumers want to hear. Yamina Tsalamlal, associate analyst, GlobalData, will include a rundown of emerging ingredients that align with complex consumer preferences, such as vegan and plant-based, local, sustainable and cruelty-free and the trend for customised DNA-based and AI skincare solutions.
According to Marie Drago, founder of Gallinée, the microbiome is one of the biggest beauty trends and is bound to change how we conceive and use beauty products. She will discuss whether consumers are ready to hear about bacteria and whether they care, and how best to talk about the trend in reference to beauty products.
Pretti Chotai, director of hair & make-up innovation, In Trend Ltd, will present emerging haircare trends from around the world and include insights to help develop the next shampoos, conditioners and treatments while exploring the global skinification of the market.
AI and technology: the personalisation trend
Technology has become integral to personalisation in the beauty industry and is being leveraged by beauty players to offer more personalised solutions and enable more user-led experiences. George Henry, associate analyst, GlobalData’s presentation will introduce up-to-date with trends in augmented reality, which is providing consumers with unprecedented insights into beauty products before they purchase, and show how Artificial Intelligence is being used to diagnose skin conditions and create bespoke formulations.
Being able to identify game-changing trends while in their infancy is no longer the dream of brands looking to have the edge over the competition. Maeva Lhopez, senior insights consultant and Camilla Carson, executive director of partnerships for EMA, Black Swan Data, will share their methodology to provide accurate trend prediction and evidence on which to act, while sharing secrets on some of the most important beauty trends over the coming year.
Beauty Tech
New to the show in 2020 is the new Beauty Tech Zone, showcasing new developments in digital and technology for cosmetic manufacturers. In the Marketing Trends theatre, Lucie Green, founder, Light Years, will give an overview of global beauty tech trends and introduce selected suppliers who will compete for the in-cosmetics Beauty Technology award.
Round table discussions
This year’s indie brand panel plays host to Kate Porter, founder, The Harborist, Laura Rudoe, founder, Good Ventures and Lorraine Dallmeier, director, Formula Botanica who will discuss their achievements, challenges and pitfalls in bringing new brands to market and how to make them viable in a highly competitive environment.
CBD is beauty’s current hot topic, attracting a great deal of attention throught its association with cannabis, as well as perceived skincare and wellness benefits. Alexandra Curley, head of insights, Prohibition Partners, Rosie Joly, sales director for premium beauty and wellness brand, OTO, and Anna Falk, head of product for CBD etailer, Harmony, will discuss the challenges in bringing CBD to a sceptical consumer and if it is a genuine trend or novelty.
The beauty industry: trends and retailing in 2020 and beyond
BYBI is an indie brand born on social media, that has moved into retail and built an omnichannel strategy. Co-founders, Elsie Rutterford and Dominika Minarovic, will discuss how they built their distribution platform through Boots and Sephora globally and how they avoid their multichannel strategies from competing with one another.
Povilas Sungintas, beauty & fashion consultant, Euromonitor International, will look at strategies for surviving and thriving in the rapidly changing beauty and personal care retail market, including analysis on the declining direct sales sector and emergence of beauty specialist retailers. Sugintas will also cover the current status of private label, consumer insights and the beauty industry’s most interesting new concepts.
Michael Nolte, creative director, Beautystreams, will examine the lifestyle shifts impacting product development and storytelling in 2021 and beyond. His presentation will uncover trending claims, textures and effects in colour cosmetics, skincare, haircare and fragrance. In addition, he will define consumer archetypes and how lifestyles, needs and buying habits will impact on the beauty industry, with a focus on the idea of “selfdom” and modern relationships.
Cross demographic and gender-specific solutions, raw cosmetic formulas and sustainable approaches will be summarised into 5 new Beauty Tribes, by Lisa Payne, senior beauty editor, Stylus. She will use these tribes to show brands what they need to know to maintain relevance, further their businesses and be a driving force in beauty.
The Marketing Trends theatre is the most popular educational feature at the event. Priority Passes are available visitors to book and get a guaranteed seat in the sessions. To register and book a pass, visit in-cosmetics.com/register.