In-Cosmetics announces In-Focus feature for 2007

The focus will be to generate food for thought and marketing concepts from industry insiders on 'exploring sexual desire and stimulating sexual desire within the beauty industry'.

"The goal of in-focus Aphrodisia is not so much about following a trend, but to revisit and reinvent the erotic nature of cosmetics and reaffirm their function beyond the pursuit of wellbeing (through toiletries and spa) and health (through nutraceuticals and cosmeceuticals)",​ a conference spokesperson said.

The in-focus feature was introduced at the In-Cosmetics show in Barcelona last year, with an Amazonia theme. Organisers said it was a way to source the latest marketing concepts and technical innovation and will become a yearly feature at the show. This year's Aphrodisia theme was chosen due to the marketing power sex has within the beauty industry.

LSN/Cognis, Creations Couleur and Prod'Hyg are among the 15 laboratories and exhibitors dedicated to sensory development that will be reviewing the history and future of cosmetics in relation to the Aphrodisia theme and look at the beauty, seduction and eroticism involved in the industry.

Fragrance, colours and textures will be used in order to engage all of the five senses during the feature, revealing how products can arouse sexual desire.

The feature mirrors a new trend that has emerged for racy brand named cosmetics. Many manufacturers are opting to give 'sexy' names to their beauty products in order to entice the more daring female consumer.

This latest trend has seen 20 per cent of all new color cosmetics shades launched in the first half of this year fall into the 'hot and heavy' category.

Karen Grant, senior beauty analyst at market researchers, NPD group, suggested that 2006 is the first year that a significant push towards racy brand names was seen. More companies have targeted the niche market recently, suggesting that this trend is set to grow.

The themes involved in the feature are all relevant to the importance of sexual desire within beauty. Some of the themes included are: Sexy erotic recipes providing a natural history of desire and formulating the molecules of pleasure and desire through the exploration of neuro-chemistry.

"When Marilyn Monroe said she wore nothing in bed except Chanel No.5, the sexual connotations did not need explaining. And for millions of women, the cosmetics and fragrances they wear are more than just a part of their daily routine",​ the spokesperson said.