Europa Bendig: Cultural influences on packaging + ingredients

Europa Bendig, Managing Partner at Sturm und Drang agency, is presenting cosmetics ingredients and cosmetics packaging in an intercultural context. She explains why it is so difficult to launch a really global product with the same packaging and ingredients world-wide and also points out future cosmetics trends. In her opinion, non-invasive cosmetic treatments will gain importance. Focus for anti-ageing applications will shift from the face further down to neck, hands and elbows.