Hair care will be the big focus at this year’s in-cosmetics Latin America

By Simon Pitman

- Last updated on GMT

Hair care will be the big focus at this year’s in-cosmetics Latin America
Innovation in the hair care market has never been more evident as brands race to chase consumer interest in increasingly personalized products for consumers across the Latin American region.

This year’s in-cosmetics Latin America event, taking place in Sao Paulo September 18 – 19, will be tapping into this trend with a number of initiatives that are focused on developments and innovations around the hair care category.

A number of the topics lined up for the educational seminar will touch on different areas of the hair care market, while it will also be the subject of a Spotlight On topic, while a number of technical seminars will be highlighting the latest technologies and product launches for hair care formulators.  

The culture of hair care in Latin America

In Latin America specific elements such as the highly varied climate and the fact that Latin American hair types are so diverse means that all mean that hair care means a different set of requirements for most individuals, which is leading to an increasing demand for more tailored solutions.

“Hair is integral to the identity of Latin Americans, and this is directly reflected in the market statistics,” said ​in-cosmetics Latin America Event Director, Daniel Zanetti.

“With this sector of the industry only set to grow, it’s important that in-cosmetics Latin America gives visitors truly unparalleled insight into the future of the category, whether that be by meeting the best suppliers with the most innovative new haircare ingredients, or hearing from industry-leading speakers as they discuss the challenges and opportunities for the future.”

Clean and more natural formulations

Something else that is also impacting the hair care market in Latin America is the movement towards clean beauty and natural formulations, something that a wide variety of ingredients suppliers exhibiting at the show will be platforming solutions for.

This means that consumers, and in turn formulators, are looking for sulphate-free, paraben-free, silicone-free and petrolatum-free solutions, which is leading to a big demand for alternative or replacement ingredients that can match either the functionality or active properties of these ingredients.

The team at Reed Exhibitions, which is responsible for putting the in-cosmetics events together worldwide, note that there is a big push across the Latin America region for ‘free-from’ formulations, including Chile, where ‘no salts products are gaining in popularity, and in Peru where natural ingredients such a argan oil and coconut milk are becoming increasingly popular.

The Reed team highlights that in line with this, 60% of the exhibitors at this year’s event will be highlighting active and functional ingredients that target hair care formulations, many of whom will be launching products that fall in line with the new consumer requirements.

Hair care highlights from the educational program

Much of this year’s educational program will be highlighting the latest developments in the hair care category, including a key note presentation by Elton Morimitsu, senior analyst at Euromonitor, who will be highlighting the latest developments in the Latin American hair care market.

On top of this, Sigfredo Gonzales, global applications development leader - personal care at Momentive Performance Materials, will present a technical seminar on LEAPlex Granules, which are designed to be a bond-builder for damaged hair.

And not least, the eternally popular subject of gray hair reversal will be embraced by Victoria Esteves, of Givaudan, who will be discussing the merits of the company’s newly launched Darkenyl ingredient, which is designed to activated bulge stem cells to enable the product of melanocytes that reactivate the melanogenesis pathway responsible for hair color.

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