Cosmeeting gives cosmetics innovation a make-over

The organisers say that the forum will answer the crucial question about how to interpret data concerning market trends and innovation and how to turn that information into an invaluable marketing tool.

Trend spotting has evolved greatly over the years. Where once it was just a simple case of designers presenting products to manufacturers, now it has evolved into a major part of the production process in itself, incorporating the employment of trend agency who are used to hunt out the latest crazes before they happened.

But, says the event's organiser, Wouter Wiel, the question today is whether or not these trend agents can still be a valuable part of the race to trend spot. Now, he says, this method is in danger of becoming "just another marketing technique".​

Added to this is the problem that, increasingly misunderstandings are starting to blur the true nature of what trend research is really about. With trend research working two years in advance, Wiel claims that often the research is just turned into a cycle of new ideas that are churned out in a routine cycle that makes new trends all to predictable.

At this point Wiel says he wants to push the 'pause' button in an effort to give the cosmetic industry time to reflect on the process of trends interpretation. During this pause he says the forum will throw up some constructive and sustainable development solutions aimed at re-engaging this process in a more creative and innovative manner.

Cosmeeting 2004​ is due to open its doors in Paris on 22 September and the organisers say that it will play host to more than 200 suppliers to the cosmetics industry. Businesses involved in the packaging and processing sector are said to be particularly well represented in the list of scheduled participants.

The show will also include the Beyond Beauty Forum, which this year focuses on how to decipher market trend information and how to apply to specific cosmetic industry applications.