Marketing pros to get special attention at second annual in-cosmetics North America trade show

By Deanna Utroske

- Last updated on GMT

Marketing pros to get special attention at second annual in-cosmetics North America trade show

Related tags North america United states

Last year the global event series for cosmetics manufacturers made its North American debut with a show in New York City. For 2017, the show organizers are adding dedicated programming for marketers and product development professionals. This, in addition to the usual roster of exhibiting suppliers, features, and business opportunities.

Business in the US, according to the Reed Exhibitions team behind the in-cosmetics events, depends more heavily on marketing than it does elsewhere: “marketing professionals in North America are more integral to purchasing decisions than anywhere else in the world,” ​notes a press release about the new marketing concentration.

Accordingly, the organizers have put together programming entitled Focus on Marketing: The Story Behind The Science to uniquely help marketers and product dev specialists get the most out of this year’s show.  

in-cosmetics North America takes place this October on Wednesday the 11th and Thursday the 12th​ at the Javits Convention Center in New York City.

Marketing extras

Marketers and product development professionals who sign up for the Focus on Marketing feature will have the option to tour the show with marketing product development specialist Cherie Buziak of BeautyEdge. On both Wednesday and Thursday, Buziak will lead four hour-long tours, stopping at important features around the show floor.

Each tour will visit the Make-Up Bar, the Sensory Bar, and the Innovation Zone. In these interactive spaces of discovery, attendees will learn about the latest ingredients, formulation techniques, and product attributes; and, Buziak will share her knowledge and insights with each group. “It’s the perfect opportunity to get the story behind the science for you next product or concept,” ​she explains in a promotional video on the in-cosmetics site. Each tour is limited to 15 people, so early registration is encouraged.

The Focus on Marketing feature also comprises a series of educational seminars that “offer…exclusive insight into the consumer of 2020 and how behavior is shifting alongside how to target millennial consumers and what future trends to tap into,”​ according to the press release.

Plus Focus on Marketing participants will have pre-arranged meetings with suppliers, allowing interested marketers and product developers the chance to network effectively.

Regular features

As usual, in-cosmetics North America will include a full roster of exhibiting ingredient suppliers. And this year’s show will also include a JPitch startup competition judged by experts from Johnson & Johnson, a Sensory Bar, a Makeup Bar, and the Formulation Challenge (where teams compete in the lab, in real time). Both JPitch and the Formulation Challenge will take place on October 11th.

Learn more and register to attend this year’s in-cosmetics North America event here​.


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