Spanning all three days of the event, the educational program features participants from companies including Avon, BASF and LVMH.
Green and natural
Green and natural is just one of the focuses of the conference program. A session entitled ‘Organic Messaging: What Resonates With Consumers’ will look at organic consumer profiles, at which seals and certification have the most impact and at what type of messaging is most effective (and least effective) in reaching out to consumers.
Meanwhile, a session on the natural cosmetics in Europe promises to highlight developments and trends, discuss challenges facing new brands and differentiate between the European and US markets. The session will also look at where the natural cosmetics market in Europe is headed.
A panel discussion moderated by Alban Muller will discuss sustainability and eco-responsibility. It will look at ingredients sourcing, manufacturing processes and packaging choices, together with associated challenges.
Marketing and consumer engagement
Several sessions around the theme of marketing and consumer engagement are lined up at HBA. Digital and social media promise to be a particular focus, with sessions highlighting the building blocks of digital strategies and how new media innovations have transformed the purchasing of beauty and skin care products.
Katherine Voyten, senior brand manager for Gucci and Escada fine fragrances at Procter & Gamble, is presenting a session entitled ‘Lifestyle Marketing: How To Create Consumer Engagement and Loyalty’. Her presentation is designed to help attendees identify ways in which to connect with consumers more effectively by making them the focus of the marketing message.
On the packaging and design side, the ‘Unlocking Creativity For Packaging Innovation’ session will see speakers from companies including L’Oreal, Revlon and Estee Lauder sharing their innovation approaches and secrets to successful launches. Elsewhere, other packaging-themed seminars will look at the latest packaging developments and color and design trends.
Education continues out on the show floor at the event, with a trends spot theatre that features educational sessions covering the latest innovations in color cosmetics and skin care among other topics. HBA also has different innovation pavilions, as well as the Splash finished products pavilion that focuses on emerging brands in 2012.
The Innovations in Anti-aging Skincare Pavilion hosted by Mintel features twice-daily interactive product demonstrations on the latest ingredients, technology and product claims in the skin care segment. Packaging is also a focus at the event, with the newest developments on display at the Innovations in Eco & Sustainability Pavilion and at the Innovations in Tubes Pavilion.