in-cosmetics global to feature 3 days of personal care and beauty marketing trends education

By Deanna Utroske

- Last updated on GMT

image courtesy of in-cosmetics global
image courtesy of in-cosmetics global
The international personal care ingredients trade show takes place next month in Amsterdam. And this year, the thousands of product manufacturers attending will have free access to marketing trends programming, including a session on Beauty around the World with 3 Cosmetics Design editors.

That’s of course in addition to the usual exhibits by ingredient suppliers, lab equipment makers, testing and regulatory service providers, and fragrance suppliers.

in-cosmetics global 2018 gets underway April 17 in Amsterdam and runs through the 19th.

And this year, the trade show organizers have curated programming to focus on personal care marketing trends that are particularly timely like men’s grooming and children’s personal care. And there will be programing as well that looks at large, universal industry trends as well as programming that considers personal care and beauty marketing trends on a regional level.

Beauty around the World

On Thursday 19 April at 3:15pm (in the Marketing Trends Theater) Cosmetics Design editors, Simon Pitman, Lucy Whitehouse, and Deanna Utroske will speak about beauty market trends regionally.  The ‘Beauty Around the World’ roundtable discussion​ will feature Pittman’s observations of the Asian market, Whitehouse’s insights on Europe, and Utroske’s thoughts on the Americas region.

Other regionally focused sessions during in-cosmetics global will cover how US brands can access the Chinese market (here​); the Latin American beauty landscape (here​); Beauty in MEA (here​); and more.

Marketing trends programming at the upcoming in-cosmetics global event will also explore individual categories and universal industry topics of interest, such as healthy living​, hair care​, color cosmetics​, naturals​, fragrance​, etc.

Children and men

As more ingredient-conscious millennials become parents and consumers of every age expect some level of product personalization, brands catering to teens and tweens and those developed for babies and young children are in greater demand.

On Wednesday 18 April at 5:15pm, Madelyn Postman, managing director of Leidar London (a communications and branding consultancy), will give a talk entitled, ‘Tiny Bubbles: children’s toiletry brands today’.

Postman will provide insight into how brands can enter the children’s toiletries market and what benefits there are in doing so. She will identify where the future opportunities lie for this market, including some future projections for growth,”​ according to the event site.

The market for men’s hair, grooming, and complexion products is often rumored to be on the brink of a business boom. Whatever the pace of progress, the category is growing: according to Euromonitor International data that in-cosmetics shared, “the global market for male grooming products is expected to reach $60.7bn by 2020.”

Louise Barfield, head of marketing at Two By Two (a design consultancy that develops premium beauty brands), will speak about the men’s market at in-cosmetics global on Tuesday 17 April at 1:15pm. Her talk, titled ‘Is the beauty industry doing enough to engage men?’ will cover “3 key areas of 21st Century male grooming: Gender-free, Bro Culture and Enhancement to suggest how brands can develop propositions that meet the future needs of the modern male,” ​according to the event site.



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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