This year’s Natural Cosmetics Conference will be held on September 25 & 26 at the Ellington Hotel, in Berlin, Germany. The aim of the organizers is to offer a full overview of the stakes and current trade topics for the natural beauty market.

Natural has become part of the entire beauty market. Whether natural cosmetics will continue to influence the cosmetics market depends on several factors. Aside from current market data and facts, interesting discussion forums, expert discussions, trend reports and Best Practice examples will be on the Conference agenda. For the first time participants will be offered two focal points: Forum A will centre on the international market and retail. Forum B will focus on questions concerning procurement, research, development and the commodity market,” explain the organizers.

Consumers’ expectations

This year’s main speakers will reflect on the topic of sustainability from two points of view: Michael J. Kolodziej, board member DM-Drogerie Markt, will present the topic as a holistic, strategic business concept.
Based on his Cradle to Cradle® concept, Prof. Dr. Michael Braungart, founder and scientific manager of EPEA Internationale Umweltforschung GmbH, will demonstrate that intelligent and eco-efficient design can lead to new impulses for the entire beauty trade.

A specific focus will be made on consumers’ expectations: Why are there so many occasional buyers? What keeps them from becoming loyal natural cosmetics customers? What do they expect at the POS?

Consumer protection issues will also placed at the centre-stage of the conference. Experts and representatives of European politics have been invited to discuss central questions for future market development: How much regulation is needed? How can consumers more easily discern natural cosmetics? What is the significance of the POS? Why is shoppermarketing a relevant aspect today and how is a targeted introduction of consumers to natural cosmetics possible?

Trend tour

On September 24, the day prior to the conference, the organizers offer a 4-hour trend tour in Berlin (from 2 to 6 p.m.), with the aim to discover innovative natural cosmetics shop concepts at different hotspots of the German capital city.