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Markets & trends

Natural Cosmetics: A first successful event in London

The first edition of The Organic & Natural Beauty Show took place on 1 and 2 June 2013 in London. First European exhibition exclusively dedicated to natural and organic beauty products, it brought together 70 exhibitors and more than 4,300 visitors. Premium Beauty News went to meet exhibitors and organizers.

Philippe Gelin

Philippe Gelin

Although the UK market of organic and natural beauty products is one of the most developed in the world, due to its very special structure, it is still poorly known by continental brands in this sector, most of whom are SMEs.

Our goal is to offer exhibitors and visitors a broader view of the organic and natural cosmetic expertise through a wide variety of exhibitors and a program of educational conferences to develop branding, networks, regulatory knowledge, and all other aspects, which are needed to create and market one’s brand of organic and natural cosmetics,” said to Premium Beauty News Philippe Gelin, managing director and co-founder of Shorex, the organizer of the exhibition.

For its first edition, the show hosted 70 exhibitors, among which suppliers of raw materials or essential oils ( Cassan, Maharishi, Statfold, etc..), contract manufacturers ( N & B, Alban Muller, etc.), but also brands specialised in finished products for make-up, cosmetics and perfumery (Zao, Unica Cosmetics, BellàPierre, Luxsit, Neal’s Yard, etc..). The main institutional actors (like the Soil Association, Ecocert Cosmebio, Natrue, CTPA) also significantly contributed to the conference program.

Professional visitors

With 4,388 visitors (retailers, importers, distributors, pharmacies, beauty therapists, beauticians, spas...), the organizers consider also positively the outcome of the show.

To attract as many professionals as possible, The Organic & Natural Beauty Show partnered with Natural Health, the number one wellness magazine in the UK, for the “Natural Health Beauty Awards” – which reward for the past 6 years the best natural and organic beauty products available on the UK market – to be organised during the event. “We’ve added six categories to single out distributors and retailers, in particular Department Stores, beauty salons or spas,” emphasised Gelin.

As a result, the challenge of facilitating the access to the British market also appears to have been reached. “Some of our customers told us they had already found a distributor in the UK following their participation”, said Gelin. Several exhibitors confirmed to Premium Beauty News that they had met a large number of distributors, agents or UK importers at their stand, although others said they were disappointed by the modest size of the show even if they agree on the fact that the organization of a first edition is always very challenging.

Hence, the atmosphere was very positive at the stand of the Norwegian company Maya Water, where officials said they were very satisfied with the number of distributors who showed a keen interest in the brand. “Now we just need to turn these opportunities into real markets, but we are very encouraged by the success we encountered in London”, said Maya Gulbrandsen. “We were indeed the only brand to showcase misters and it certainly worked in our favour,” she said.

Concretely, this translates for the organizers into promises from exhibitors to take part to the next edition, which will be held on 1 and 2 June 2014. “Our goal now is clearly to grow in size and pass the 100 exhibitor mark as of next year,” concluded Gelin.

Seen at the show...

Luxsit, the Swedish brand founded in 2007, wanted to participate to The Organic & Natural Beauty Show to enter the UK market which is, according to Maria Boström, Artistic Director, “the most developed and exciting one in the world.

With fully biodegradable components, the brand intends to be soft to the skin and the environment. Mainly focused on hydration, Luxsit (“Let there be light” in Latin) has designed a black packaging, to associate a luxury and trendy image to its products, and uses clear and bright symbols in contrast. The brand has its own factory in Stockholm and uses ingredients coming mostly from the Swedish flora. It offers care creams for the face, body and hair and will be launching soon its BB Cream.

Mostly distributed in Spas, Luxsit has just signed a contract with the W Verbier Hotel in Switzerland, which will be opening in December 2013.

Zao MakeUp, a young French make-up brand created in January 2012. The concept is based on silica from bamboo, for its properties promoting skin elasticity. The brand has taken the concept of environmental protection, one step further by providing a wide range of refillable packagings, from lipsticks to cream foundations and will soon be launching its line of nail polishes.

Eva Lagarde

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© 2013 - Premium Beauty News - www.premiumbeautynews.com
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