The smell of success is in the air at in-cosmetics’ Fragrance Zone

The smell of success is in the air at in-cosmetics’ Fragrance Zone

Fragrance is a crucial element of most beauty and personal care products. In what is an incredibly crowded and competitive marketplace, providing the very best sensory experience possible for a customer can very often make a real difference to a product’s market share. As such, the fragrance market continues to grow and develop, especially as new trends and scents influence western consumers from new markets. Those visiting in-cosmetics 2015, in Barcelona this April, will be able to find out more about the latest products as the show explores trends, growth areas and future predictions.


The Fragrance Zone houses the latest fragrance ingredient innovation and developments, making it a one-stop-shop for those looking to uncover new scent trends, as well as gain advice on formulating with fragrance. With more than 50% of in-cosmetics attendees visiting the Fragrance Zone, the feature provides exhibitors with unique access to 1000s of manufacturers eager to discover the latest products and learn from industry experts.


The global fragrances and perfumes market is expected to reach $45.6 billion by 2018[1], driven primarily by growth in under-penetrated emerging markets and innovative product launches, as well as relativity new growth areas such as men’s fragrance. Increasing demand from young men and women, product innovation and the growing popularity of celebrity fragrances, coupled with the expected continued growth of men’s fragrances, are triggering growth in the fragrance sector in maturing markets. In addition, the growing importance of grooming among teenagers and young adults is also expected to boost market prospects in the coming years.


Bringing these trends to life, this year’s in-cosmetics features more than 30 perfume and fragrance exhibitors, including Cosmo International Fragrance, Iberchem and new exhibitors, LUZI AG and Sensient Fragrances. They join the likes of personal care ingredient giants BASF, Bayer, Dow Europe and Evonik, among others, who will be showcasing the latest innovations and new product developments.


Antonia Trevisan, Group Marketing and Communication Manager at ELIXENS, a returning exhibitor to the in-cosmetics Fragrance Zone says; “We consider the in-cosmetics trade show our number one event where we have the opportunity to showcase both of our ingredient activities: aromatic raw materials and fragrance compounding. It also gives us the opportunity to reach many contacts and potential clients.”


The fragrance sector will also be represented as part of the in-cosmetics Marketing Trends Presentations. Mintel’s Fragrance & Personal Care Analyst Emmanuelle Moeglin will take to the stage to discuss the use of scent in beauty, personal care and household products and the role it plays when formulating and positioning products in markets around the globe. The presentation will explore how brands and manufacturers can innovate to deliver better scent experiences in products and marketing campaigns.


As well as insight from industry experts, brands and fragrance suppliers will have the opportunity to connect with one another, forming business relationships. The latest trends will also be explored at in-cosmetics, such as differentiation – an essential element in fragrance production, given that more than 100 new fragrances are launched every year. Reflecting this and in a bid to stand out from the many fruity-floral scents dominating the market, brands are injecting unexpected ‘food’ scents into their products. However, it can be a delicate business. There are technical and formulation challenges, including understanding stability, absorption and evaporation, while product safety and efficacy are vital to ensure customer satisfaction.


Alongside industry trends, the state of the market as a whole will also be explored at the show, as well as fragrance use across the world. In Europe, Brazil, Russia and the USA, more than three quarters of the population use fragrance, whereas in Middle-Eastern countries this reduces to half, and finally in Asian countries, such as China, only the elite use scent.


Looking more specifically at Europe, fragrances are used more often by people in Spain (94%) compared to France (88%) and Great Britain (76%). With Spain dominating the fragrance market, in-cosmetics’ Fragrance Zone provides the perfect location to learn more, not only about the Spanish fragrance sector, but markets worldwide. With Turkey and the Middle East being the country focal point of this year’s show, attendees will also discover the market trends affecting these regions and the groups responsible for increased growth. For example, Turkey has seen a rise in the usage of fragrances with an overall increase of 7% between 2009 and 2012, mainly amongst women[2].


Consumers in the United Arab Emirates (UAE) meanwhile, have the highest per capita outlay on cosmetic and beauty products in the Middle-Eastern region – spending US$156 each on fragrance alone in 2013. Looking at individual sectors within the region, fragrance takes the ‘top slot’ with sales accounting for 19% (US$4.6bn) of total sales in 2013, closely followed by hair care at 17% (US$4.1bn) with colour cosmetics and skin care each making up 13% of total sales (US$3.1bn).


Cathy Laporte, in-cosmetics Exhibition Manager, said: “Since its launch in 2013, the number of exhibitors in the in-cosmetics Fragrance Zone has almost doubled and total floor space occupied has more than tripled. It’s clear to see the popularity of this feature and the increasing demand for suppliers to provide innovative solutions in order to connect with brands. With more fragrance exhibitors than ever in 2015, the show enables attendees to gain knowledge of the global fragrance industry and create meaningful business opportunities.”


To find out more about exhibitors and features at the show, you can visit the website on




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