Digital tools and ­traditional exhibition

COSSMA: After two long years, Cosmoprof and Cosmopack Bologna can finally take place from 28th April – 2nd May. What challenges did you have to overcome during the planning phase?

Antonia Benvegnù: Over the last two years, we had to learn a new way of doing business using digital tools. Cosmoprof Worldwide Bologna had to adapt to new ways of doing business and networking. We implemented the Cosmoprof My Match platform, our match-making software, allowing us to meet supply and demand despite the travel restrictions and social distancing. This tool certainly helped the industry at a time when traditional business methods, face-to-face meetings, and live product presentations were not possible.

Cosmoprof and Cosmopack 2022 combine the advantages of digital tools with the style of a traditional exhibition. Now, more than ever, stakeholders are demanding an in-person experience. For this rea-son, over 2,700 companies from 70 countries and operators from more than 90 countries are connecting in Bologna. Both trade shows are the hub where visitors can observe novelties and new launches from all around the world, and our digital platform can help attendees and exhibitors schedule their meetings in advance, to maximise their presence in Bologna.

If we should try to find a definition for Cosmoprof and Cosmopack 2022, I would say that they are traditions that keep evolving. Our format was able to adapt to the needs of the beauty industry and new business habits; therefore we are registering a staggering percentage of new exhibitors, or companies joining the show after a long time – more than 30% for Cosmoprof, or 27% if we consider Cosmopack. 

The synergy between Cosmoprof and Cosmopack has always been an appreciated feature of the format. How do you expect the conjunction will be helpful for business connections this year?

The synergy between both trade shows is one of the strengths of our exhibition format. Brand owners exhibiting at Cosmoprof can interact with formulation and raw material companies, contract manufacturers and the suppliers of industrial and packaging solu-tions attending Cosmopack, testing out some of the most innovative solutions. The concurrent existence of the two salons is even more fundamental today, after these months of exclusively online interactions.

Cosmopack hosts all sectors of the supply chain – ingredients and raw materials, contract manufacturing and private labels, machinery, primary and secondary packaging and  applicators. The 2022 edition registered a growth in the exhibition space by 9%, with an increase of up to 27% of new companies participating for the first time in the event. Exhibitors come from over 33 countries, bringing new trends and launches from all the main markets. For this reason, Cosmopack 2022 is an essential return to the traditional exchange between supply and demand and can represent the cradle of new collaborations and partnerships. 

Many trends and new developments have emerged from the pandemic. To what extent did these impact the show and the lectures? 

While organising the 2022 edition of Cosmopack, we had to adapt our traditional initiatives to the new international scenario and new business needs. The Cosmoprof and Cosmopack Awards are our answer to companies’ need to restart presenting their novelties to international trend experts and R&D managers. Together with our partner, Beautystreams, the international beauty trend agency which curated the project, we selected twenty-six key players in the industry to become jury members and vote for the most innovative products and services. The trend agency is also our partner for the Cosmotrends report, highlighting the main trends emerging from our exhibitors.

Another example of our attention to new trends is CosmoFactory, which brings the entire production process of a cosmetic product onto the show floor – from the creation and development through to formulation, from filling solutions to new packaging proposals. When we started working on the initiative, we noticed that many consumers are asking the cosmetic industry to adopt a new approach when presenting their new collections. From the creation of stereotypes and traditional beauty models, which were the norm until just a few years ago, the market has been looking for inclusive new product ranges suitable for everyone, regardless of gender, ethnicity, or culture. This is the leitmotif of the 2022 edition of CosmoFactory, which will focus on diversity, a characterising element of the evolution of our multi-ethnic and multicultural society.

The product that will be the protagonist of the 2022 initiative is “Six4all”, a foundation that combines a neutral base with six shades of colour. A skilful mix allows us to create a specific product for every type. The installation is curated by our partner, the Centdegrés Design agency, along with all other partners that led to this development.

Pink Frogs Cosmetics worked on the formula of both the base and the six shades of colour. Marchesini Group Beauty provides machinery and technologies. PennelliFaro designed a brush for the draft of the product. Scandolara proposed the primary packaging, an aluminium tube, while Seriplast AT Packaging worked on the sample version, and Gatto Astucci provided the secondary packaging, a clutch bag designed to highlight the quality of the product. Stratasys also collaborated in the project with its application of 3D technology applied to the industry.

The Cosmoprof format is recognised for its program of educational sessions and updates. Will there be specific topics which may be interesting for stakeholders of the supply chain?

The round tables of Cosmotalks offer an exclusive overview of the radical changes currently transforming the cosmetic industry and reshaping future trends.

Among the most interesting topics for operators in the supply chain, the conference was organised in partnership with COSSMA, which will focus on traceability and its positive consequences for the consumer. Guaranteeing integrity and transparency at every stage of the supply chain and distribution process is possible thanks to data analysis and digital identity technologies.

But when the product reaches the market, maintaining control of the supply chain and the product’s jorney until reaching retail stores can be difficult. Following the rise of e-commerce in the beauty industry during the pandemic, parallel markets and counterfeits are two critical  problems affecting the sector. These are  jeopardising revenues and the reputation of brands.; such a scenario can significantly negatively impact  consumers’ confidence and safety.

Tracking a beauty product along the entire supply chain helps to ensure market surveillance and improve  efficiency. Together with key industry experts and with the moderation of Ramona Dreher, Editor of COSSMA, we analysed the potential benefits of an efficient traceability system in terms of brand reputation, sustainability, and consumer protection. During the talk, entitled “Track & Trace in the beauty industry: how brands take care of their consumers,” Monica Coffano (Antares Vision), Benedetta Suardi (Kiko Milano), Lea Saporetti (Ancorotti Cosmetics), Massimo Ferronato (Mangrovia Blockchain Solutions) and Leonardo Ricci, Commander of the Anti-Counterfeiting and Product Security Group, discussed how improving quality assurance and industry surveillance are essential to offering our consumers with safe, high-quality beauty products.