in-cosmetics North America Preview

The second in-cosmetics North America will be bigger and better

By Simon Pitman

- Last updated on GMT

The second in-cosmetics North America will be bigger and better

Related tags North america Cosmetics Marketing

Reed Exhibitions says its second in-cosmetics North America will be expanded, with a new marketing-focused educational program, marketing trails and makeup and sensory bars.

Taking place in the Javits Center, in Manhattan, New York City, from 11 – 12 October, the focus of the event will be on helping marketing professionals navigate the science behind the beauty world’s formulation technologies and latest ingredients launches.

Taking an “industry-first” approach, the 2017 event will give a deeper insight into technical aspects of product development, demonstrating to markers how global ingredients and technologies are helping to expand the scope of product offerings to the beauty world.

A bigger show space

Following on from the success of the inaugural in-cosmetics North America event last year, the event is returning with a significantly expanded show floor, thanks to the extended space on offer at the Javits Center, and the addition of many new attractions designed to platform the latest technology and product launches.

“In North America, around 70% of the decisions relating to cosmetic ingredient purchasing are influenced by marketers, rather than scientists,”​ Belinda Carli, Official Advisor to the in-cosmetics Group, commented.

“The region is fundamentally different from the rest of the world and those responsible for driving product development are interested in more than just chemistry and regulations.”

Marketing trails and makeup bar

New this year will be marketing trails, designed to help brands quickly identify the most innovative news formulation tools and materials that showcase the biggest industry trends, including anti-aging, anti-pollution, hair care, skin care and sun care.

In North America the color cosmetics category has continued to outpace average beauty industry growth, but that growth has also led to huge competition and the vital need for product differentiation in order to stand out.

To answer this challenge, Reed is rolling out its Makeup Bar concept for the first time at the show, demonstrating the latest ingredients and formulations designed to give color cosmetics that vital pizzazz.

Sensory bar and marketing trends program

The sensorial element is the make or break characteristic of many beauty formulations, and underlining this, the Sensory Bar will be highlighting the ever-expanding choice of textures, colors and fragrances that help provide a connection to beauty products through the senses.

And not forgetting the marketing trends program, which will feature a line up of leading industry experts from companies such as Kline, Euromonitor and Peclers.

These presentations will include focuses on Korea and the most creative innovations coming out of the Asia Pacific in general, as well as insights on how the industry will look, moving through to 2020.

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