The 2nd edition of in-cosmetics North America will open its doors next Wednesday in a changing economic context, with US consumers spending more on smaller luxuries – such as beauty and personal care products – with a clear shift from mass to premium beauty purchases . A shift towards indie brands and toward more natural products is also signalling a new era in the cosmetics industry and putting innovation truly in the spotlight.
Following a successful launch in 2016, in-cosmetics North America has moved to the Javits Center this year, allowing it to accommodate a growing number of exhibitors and an extensive learning programme.
In order to address the specific needs of the North American market, the organizers have designed an educational programme specifically for marketers. The ‘Focus on Marketing: The Story Behind the Science’ initiative will help marketers to decipher the science behind global ingredients and innovations. Attendees will be able to join an exclusive guided tour hosted by Cherie Buziak, founder of product development consultancy Beauty Edge, who will highlight key exhibitors and educational sessions.
With the US colour market now worth US$11bn  and continuing to grow, the tour will take in the all-new Make-Up Bar – a space dedicated to the latest innovations in colour cosmetics – that will enable marketers to quickly identify ingredients which can lead to the development of a stand-out product. Participants will also be able to explore the new Sensory Bar, which showcases products that provide a unique sensorial experience, such as materials with cooling properties, amazing textures, colours and fragrances.
Game changing start-ups
Another first for the region comes in the form of JPitch – a Johnson & Johnson Innovation initiative that will launch at in-cosmetics North America. JPitch invites early stage entrepreneurial companies or start-ups with game-changing, transformative consumer or beauty technology innovation to apply to pitch their idea/solution live at the event.
Each shortlisted business will have three minutes to present its solution and USP to an executive panel of judges from Johnson & Johnson Innovation’s team of R&D and business experts. At the end of the day a winner will be announced and awarded a financial contribution of $5,000 and gain access to the company’s experts. Visitors are welcome to watch the pitches during the event.
The show’s education programme will feature global experts from companies including SeymourPowell, Mintel, PeclersParis, the Institute of Personal Care Science and Euromonitor International.
For instance, Mariel Whatley-Brown, Director of Futures at SeymourPowell, will look at the consumer of 2020, how behaviour is shifting and how brands can tap into this. Tom Vierhile of GlobalData PLC will explore how to effectively target millennial consumers
The education programme will also offer a series of Technical Seminars. Led by suppliers of raw materials, visitors will be able to familiarize themselves with key personal care ingredients and to listen to cosmetic experts sharing insights on innovative concepts.
Las but not least, the Formulation Lab – a purpose-built laboratory on the show floor – will return with a host of sessions designed to provide R&D and lab professionals with rare hands-on experience of using the latest ingredients. Run by the Institute of Personal Care Science, over two days representatives from Croda, Kobo Products, Sensient Cosmetic Technologies, Stepan and Univar will deliver invaluable and practical insights into formulation training that is normally difficult to access.
Innovation from around the world
The show floor itself will see both new and established suppliers from all corners of the globe showcase their latest developments. Lucas Meyer Cosmetics will introduce MelinOILT, a new oil-soluble skin photoprotector, and Siligel, a gelling agent with silicone-like skin feel.
Mibelle AG Biochemistry will exhibit PhytiCellTec, a powder based on the stem cells of a rare red-flesh grape tolerant to strong UV radiation. Following the successful launch of its New Jersey-based Technical Center of Excellence earlier this year, Gattefossé will exhibit its latest emulsifiers, emollients and dispersers, along with innovative extraction and production technologies. Meanwhile, Kobo Products will bring its NJE Treatment, which enables pigment particles to be rendered hydrophobic, ideal for use in powders, emulsions and hot pours.
in-cosmetics North America takes places between 11-12 October at NYC’s Javits Center. Register for your free pass here.