New approaches for a fruitful future?: COSSMA

The Marketing Trends Presentations at this year’s In-Cosmetics Global show in Paris will provide an all-encompassing view of beauty across the regions with a range of presentations designed to challenge our assumptions about beauty. These will include insights into the meaning of inclusivity, how advances in technology are changing consumer behaviour in terms of product choices and shopping patterns, as well as key disruptors in beauty today. This will include a round table discussion, moderated by COSSMA’s senior editor Angelika Meiss, with indie brand speakers representing 001 Skincare, BYBI Beauty and Sam Farmer.

New ways in beauty

Beauty rituals have changed as consumers embrace new routines, contends Emmanuelle Bassmann, founder, In-Trends. In her opening presentation, she will examine this trend with examples of products that come with super specific instructions designed to maximise their effects through various types of usage. “It’s about taking the simplest of products and using it way beyond its intended function and propelling it into having various uses,” she will argue. New routines offer versatility, multiple options and different end results.

Meanwhile, in a world of mass consumerism where everyone has access to the same products, the need for individuality has never been greater. In her presentation on personalisation, customisation and bespoke, Emmanuelle Moeglin, founder and nose, Experimental Perfume Club Lab, will discuss how brands can make the made-to-measure approach a success, with examples from the beauty industry and beyond, including how to achieve success in the digital world as well as the retail space.

Changing consumer behaviours are driving the shift towards men’s make-up. Photo: Red Umbrella and Donkey/Shutterstock.com

Huge societal changes in recent years have led beauty brands to change their marketing stance and look at new ways of channelling inclusivity. Jamie Mills, senior analyst, GlobalData, will explore the consumer behaviours which are driving the shift towards more exclusive beauty, from men’s make-up to the expansion of skin tones to appeal to a wider demographic. She will highlight those brands disrupting the marketplace and the marketing and innovation opportunities available to beauty brands.

Sam Farmer, owner of the eponymous teen toiletries brands will examine the sea-change over the past decade in the way young people identify with sexuality and gender as a way of defining themselves. He will discuss how the personal care industry has the opportunity to develop a trusted, enabling and meaningful relationship with adolescents.

Euromonitor International will evaluate the evolution of private label in the beauty industry with case studies of private label brands that are succeeding in their quest to become established as serious contenders to household names.

Redefining premium beauty

Hannah Symons, research manager, beauty & fashion, Euromonitor International, will focus on the way that the premium beauty sector and legacy players are adjusting to changes in consumer priorities and the threat of insurgent indie brands. She will provide detail on the democratisation of premium beauty and the opportunities for brands of all shapes, sizes and price points to compete with a meaningful value proposition.

“Sensitive skin conditions trigger emotional purchases”

Andrew McDougall, Global Beauty Analyst, Mintel

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