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Markets & trends

Cosmoprof Asia 2019 to focus on sustainability and customisation

Cosmoprof Asia 2019 will be held as scheduled on 12-14 November at AsiaWorld-Expo and 13-15 November at Hong Kong Convention and Exhibition Center in Hong Kong. While pre-show initial figures were highly encouraging - over 3,100 exhibitors and double-digit growth in visitor pre-registrations - the protests consecutive to the Anti-Extradition Law Amendment Bill movement might slow down the projected growth path of one of the main cosmetic trade shows in the region. However, the organizers remain very optimistic and announce several measures to ensure the event will run smoothly and properly, with sustainability as a common focus for both venues.

Two months before the event, the organizers of Cosmoprof Asia were not hiding their satisfaction. Indeed, the first protests did not dampen the enthusiasm of exhibitors and visitors for a show that has established itself as a must in the Asian region. With an exhibition area of up to 118,900 square meters, over 3,100 exhibitors, 25 country pavilions, the show was boasting a double-digit growth in visitor pre-registrations.

Special measures

Unfortunately, the continuation of protests and some violent clashes with the police led the organizers to adopt several measures to reassure exhibitors and visitors. Security measures have been heightened on both venues (AsiaWorld-Expo for Cosmopack Asia and the Hong Kong Convention Center for brands and finished products), and the number of bus shuttles has been increased.

The Cosmoprof Asia team has been monitoring the developments in Hong Kong closely and working meticulously with our partners: venue management, contractors, hotels, security, and services providers to create additional measures and plans to enable a seamless trade experience,” explain the organisers.

At the same time, marketing and promotional activities for visitors have been strengthened. More than 10,000 hotel nights will be offered to buyers, each exhibitor can invite two buyers to benefit from this offer. The show’s advertising budget was also increased by 50%.

However, the organizers said the impact of public incidents on recent Hong Kong trade shows, including September’s Hong Kong Jewellery & Gem Fair, has been minimal so far. “Commercial activities in this dynamic and business-oriented city go on as usual. It is also true that, the public incidents usually take place over the weekend while Cosmoprof Asia is taking place during weekdays which means there is a lesser concern on safety,” highlights David Bondi, Senior Vice President Asia at Informa Markets.

Sustainability and customisation

As far as cosmetic products are concerned, Korea is this year’s Country of Honour, with more than 630 exhibitors, as well as thematic seminar and live demonstrations showing the power of K-beauty.

A common theme for both venues will be sustainability: installations and common areas will emphasize the importance of the respect for the environment and circular economy for the future development of the cosmetics industry worldwide.

Visitors of the Cosmopack Asia section will be presented the production steps of MEXME, an all-in-one cosmetic product created thanks to the collaboration of the design agency centdegrés and selected Cosmopack Asia exhibitors including Baralan, Cho Chuang, Red Of View, Wish-Tech and Yecai Paper Products. MEXME is a tool that combines make-up for the eyes (mascara, eyeliner, eyebrow, and brush) and lips (mat gloss, mat lip pencil, lip balm). In line with the customisation trend, visitors will be able to build their own tools according to their needs.

Dedicated to the fragrance sector, the 2019 edition of CosmoLab will offer an olfactory journey created in collaboration with Opal Cosmetics. Visitors can test single fragrances, experiencing their personal interactions with them, and choose the notes to use when creating their own fragrance.

Now more than ever Asia is still a key market for the cosmetic industry worldwide, and Hong Kong is the best gateway for the main markets in the Asia-Pacific region, such as China, Japan and Korea. Hong Kong is really a melting pot of people coming from the whole continent, and a reference trade stage. Thanks to this strategic location, Cosmoprof Asia is the best hub where to observe local trends, be updated on the latest regulations to enter Asian markets and be inspired by new technologies and inspirations,” points Enrico Zannini, General Manager at Bologna Fiere Cosmoprof.

V.G.

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