In-Cosmetics Opens Tomorrow in Amsterdam

When it comes to cosmetics, new never gets old, and this year’s In-Cosmetics, to be held April 15-17 in Amsterdam, showcases the latest innovative ideas for cosmetic chemists. In fact, learning more about what’s new at the show has never been easier thanks to the Innovation Zone, a new section at In-Cosmetics that will highlight new ingredients from industry suppliers as well as new product launches courtesy of Mintel.

Attendees who step into the Innovation Zone will be able to view dozens of new products introduced by raw material suppliers either at the show or in the few months leading up to In-Cosmetics. Meanwhile, the folks at Mintel have gathered up some of the most innovative new beauty products from around the world and categorized them by four major trends:
    • Customization. Products specifically geared toward teens, men, ethnic consumers, etc.
    • Beauty Food: The food and beverages with beauty claims and food ingredients.
    • Authenticity: The evolution of natural, organic, ethical and additive-free products.
    • Faux Genomics: The products that push the frontiers of scientific research using new technologies.

“The Innovation Zone gives exhibitors an easy way to showcase new products,” explained Cathy Laporte, marketing manager, In-Cosmetics. “At the same time, most visitors want to know what’s new so this is an easy way to see them all on one platform.”

To take advantage of the Innovation Zone, Ms. Laporte suggests that visitors go to the Zone first, and then walk the show and visit with individual vendors.

New Blood

Another new feature of In-Cosmetics are the attendees themselves. According to Ms. Laporte, 42% of pre-registered visitors are attending In-Cosmetics for the first time.

“It will be quite interesting to see what they think,” observed Ms. Laporte. “We were quite pleased to attract these newcomers. A lot of them haven’t met our exhibitors, so we hope In-Cosmetics will be the platform they need to discover the new ingredients that are so necessary to create successful products.”

Whether newcomer or industry veteran, In-Cosmetics will have something for everyone. The show features 467 exhibitors covering 8,400 square meters. The number of attendees is expected to reach 6000, with 90% coming from outside The Netherlands. In fact, the number of pre-registered international visitors increased by 21% over last year, with healthy gains coming from Asia and Eastern Europe.

In addition to visiting the show floor, attendees have the opportunity to learn the latest about natural trends and skin aging. The two-day Cosmetic Science Conference will include presentations devoted to naturals on April 16 and skin aging on April 17.

There may be three full days of activities ahead of them, but In-Cosmetics organizers have already announced that the 2009 show will be held in Munich, April 21-23. The 20th anniversary show, in 2010, will be held in Paris. No dates have been announced. More info: www.in-cosmetics.com