Ildiko Szalai, Senior Analyst Beauty and Personal Care at Euromonitor, presents the major trends which can be espected for the cosmetic market in 2015. She talks about some key trends, such as product customization or digitally aided demands as well as the adaptation of asian concepts for international markets.Szalai emphasizes that there is a very strong acquisition activity especially by multinationals who try to buy well-performing niche brands.