Consumer behaviour in the US is changing. Tired of tightening the purse strings, people are spending more on smaller luxuries – such as beauty and personal care products – with a clear shift from mass to premium beauty purchases.
Despite continued economic difficulties, the region’s personal care industry is now worth around $93bn , with annual growth of 4% in 2016. Consumer demand for premium products made from natural and sustainable ingredients – the US naturals markets growing at almost double-digit rates according to Ecovia Intelligence – is helping drive this growth. A shift towards indie brands is also signalling a new era in the cosmetics industry and putting innovation truly in the spotlight.
Following a successful launch in 2016, in-cosmetics North America returns to New York City in October. The region’s most interactive personal care event has moved to The Javits Center this year, allowing it to accommodate its growing importance and extensive learning programme. Over two days, cosmetic manufacturers from across the region will be able to source the world’s most innovative ingredients, while hearing from some of the experts leading their fields.
Creating a new story
In the US, marketing professionals play an integral role in purchasing decisions. As well as providing invaluable technical information to R&D teams, in-cosmetics North America will feature a brand-new initiative, not seen at any other personal care ingredients event in the region before.
‘Focus on Marketing: The Story Behind the Science’ is designed specifically for marketers and will help them decipher the science behind global ingredients and innovations that will add a certain je ne sais quoi to the next generation of beauty products. Attendees will be able to join an exclusive guided tour hosted by Cherie Buziak, founder of product development consultancy Beauty Edge, who will highlight key exhibitors and educational sessions.
With the US colour market now worth $11bn and continuing to grow, the tour will take in the all-new Make-Up Bar – a space dedicated to the latest innovations in colour cosmetics – that will enable marketers to quickly identify ingredients which can lead to the development of a stand-out product. As demand for colour cosmetic products that even skin tone increases, this area of the show is expected to be extremely popular among visitors.
Participants will also be able to explore the new Sensory Bar, which showcases products that provide a unique sensorial experience, such as materials with cooling properties, amazing textures, colours and fragrances.
Renée Ryan, Senior Vice President, Marketing and Product Development at Francelab, was one of the first to sign up for the event’s Focus on Marketing: The Story Behind the Science. She commented: “As a creator and incubator of start-up beauty brands, I am extremely excited about attending this programme at in-cosmetics North America. It’s always incredibly helpful and inspiring to get first-hand exposure to the latest market trends and cutting-edge technologies from esteemed industry insiders.”
Game changing start-ups
Another first for the region comes in the form of JPitch™ – a Johnson & Johnson Innovation initiative that will launch at in-cosmetics North America. JPitch invites early stage entrepreneurial companies or start-ups with game-changing, transformative consumer or beauty technology innovation to apply to pitch their idea/solution live at the event.
Each shortlisted business will have three minutes to present its solution and USP to an executive panel of judges from Johnson & Johnson Innovation’s team of R&D and business experts. At the end of the day a winner will be announced and awarded a financial contribution of $5,000 and gain access to the company’s experts. Visitors are welcome to watch the pitches during the event.
A leading education programme
Focused on the latest consumer trends, science and regulations the globally recognized in-cosmetics education programme will offer North American cosmetic manufacturers an unmissable opportunity to identify new looks and personal care regimes from around the world, as well as develop their technical knowledge.
Global experts from companies including SeymourPowell, Mintel, PeclersParis, the Institute of Personal Care Science and Euromonitor International are among the speakers confirmed to deliver presentations as part of the event’s Marketing Trends programme.
Mariel Whatley-Brown, Director of Futures at SeymourPowell, will look at the consumer of 2020, how behaviour is shifting and how brands can tap into this. As consumers create their own products, merging the natural with the scientific, brands are looking to harness these changes for growth. Talking through four key future beauty themes; Work It, Own It, Feel It and Create It, Whatley-Brown will shine a light on these changes and the opportunities they present.
Each theme will be underpinned by insights from beauty experts and early adopters from global cultures known for their forward-facing approach to beauty. In her presentation, Whatley-Brown will demonstrate how these themes can be embraced to inspire new product experiences that future consumers will love.
The millennial consumer is also on the agenda, with Tom Vierhile of GlobalData PLC set to explore how to effectively target one of the most demanding, individualistic and digitally native generations. Millennials’ experience-driven nature means that today’s brands are under growing pressure to challenge the status quo in order to appeal to this age group.
Vierhile’s presentation will explore the opportunities by which to target them in the beauty and personal care space. These include negotiating a balance between the seamless integration of a life online and a desire to express a unique ‘self’; key nuances of this highly sought-after consumer group.
Incorporating all corners of the personal care industry, the Marketing Trends programme also includes a panel discussion from indie beauty leaders Jillian Wright, Founder, Indie Beauty Expo; Jessica Richards, Owner & Founder, Shen Beauty; Desiree Verdejo, Owner, Vivrant Beauty; and Nancy Twine, Founder, Briogeo. The influential panel will explore what it means to be a clean and sustainable independent brand in 2017 and how the movement will evolve.
The education programme will also offer a series of ‘Technical Seminars’. Led by suppliers of raw materials, visitors will be able to familiarise themselves with key personal care ingredients and to listen to cosmetic experts sharing insights on innovative concepts.
Presenters from the likes of Adeka, Bitop and LipoTrue will share their in-depth knowledge and will show the supporting scientific evidence that substantiates the claims associated with their ingredients. In addition, attendees will benefit from exclusive hints on how to get the most out of ingredients in order to meet specific consumer demands.
The hugely popular Formulation Lab – a purpose-built laboratory on the show floor – will return with a host of sessions designed to provide R&D and lab professionals with rare hands-on experience of using the latest ingredients. Run by the Institute of Personal Care Science, over two days representatives from Croda, Kobo Products, Sensient Cosmetic Technologies, Stepan and Univar will deliver invaluable and practical insights into formulation training that is normally difficult to access.
Innovation from around the world
The show floor itself will see both new and established suppliers from all corners of the globe showcase their latest developments. Lucas Meyer Cosmetics will introduce MelinOILTM, a unique oil-soluble skin photoprotector, and SiligelTM, an award-winning gelling agent with silicone-like skin feel.
Mibelle AG Biochemistry will exhibit PhytiCellTec TM, a powder based on the stem cells of a rare red-flesh grape tolerant to strong UV radiation. Following the successful launch of its New Jersey-based Technical Center of Excellence earlier this year, Gattefossé will exhibit its latest emulsifiers, emollients and dispersers, along with innovative extraction and production technologies. Meanwhile, Kobo Products will bring its NJE Treatment, which enables pigment particles to be rendered hydrophobic, ideal for use in powders, emulsions and hot pours.
Recognising the best-in-class
The in-cosmetics North America Awards will also return. Taking place on the evening of the first day, categories will include the JPitch ™ and the Formulation Challenge.
The winner of the Formulation Challenge, which takes place on the Formulation Lab, will also be presented with their prize. The high-octane competition will see six teams of highly-skilled professionals from leading cosmetic manufacturers create an innovative product from a mystery box of ingredients in just 60 minutes.
Daniel Zanetti, Exhibition Director of in-cosmetics North America, commented: “In the face of an ever-evolving consumer landscape, it’s crucial that marketing and product development professionals have access to the latest insights into their behaviour in order to make strategic business decisions.
“Following the success of our first event, in-cosmetics North America returns with a deeper focus on supporting marketers and product development professionals as they craft the engaging stories behind the next generation of products.”
in-cosmetics North America takes places between 11-12 October at NYC’s Javits Center.