Highlights from In-Cosmetics Global 2018

At In-Cosmetics Global in Amsterdam this year, innovation dominated the main show – including skin analysis systems and diagnostics using artificial Intelligence from exhibitors such as Sylton and Matsuko. From formulations to supernaturals, the industry demonstrated a real appetite for both technology and sustainable beauty, as issues such as paraben-free, sustainable palm oil and ethical sourcing of ingredients were all brought to the fore.

Meanwhile, the Marketing Trends forum provided the chance to share and gain insights on future influences, including Two by Two’s talk: ‘Are Beauty Brands Doing Enough to Engage Men?’  Discussing the need for brands to consider the underlying needs and expectations of male consumers, Two by Two’s Louise Barfield highlighted the changing attitudes to masculinity and questioned the term ‘male grooming’ as potentially irrelevant in today’s market. She also flagged up opportunities for beauty brands to tap into athleisure, personalisation and gender-agnostic branding to build differentiation in this challenging category. 

Two by Two’s presentation is available to view on Slideshare here complete with notes below the slides (click on ‘Notes’ along from ‘Comments’ ‘Likes’ and ‘Statistics’). Alternatively, please get in touch with us to receive a download from us.

Looking at the haircare category, Iliyana Mesheva from research specialist Global Data showed how haircare is mirroring skincare, as consumers look to add to their ritual of ‘wash, condition and style’ with the emergence of new products and trends from territories such as Korea.

Retail consultant Helen Miller presented a cautionary talk on cross-border ecommerce in China, pointing out the fact that 90% of Chinese etail stems from virtual marketplaces (e.g. Taobao, PaiPai and TMall) as opposed to the bricks and mortar names we recognise in the West.

These trends are also summed up by beauty blogger and expert Imogen Matthews, with more updates to follow.