While new products usually take at least six months to progress through research and development before coming to market, the teams participating in this year’s competition – which was won last year by Conair Corporation – must show their ability to work under time pressure and demonstrate how versatile the industry can be. The teams, made up of four R&D professionals and two marketing personnel, will receive an information sheet at the beginning of the competition and a mystery box of ingredients on the day. These will be supplied by a selection of companies who are all exhibiting at the event. Using only these products, they will face off in the exhibition’s fully-equipped Formulation Lab on the show floor. In order to be in with a chance of winning they must develop not just a formula, but also a marketing campaign to accompany the prototype product.
“The time limit for the Challenge will require the teams to work quickly and decisively. We expect to see the contestants lean on their extensive experience and knowledge of everything from chemistry to business in their attempts to prove they are the best of the best," said Belinda Carli, director of the Institute of Personal Care Science and one of the Formulation Challenge judges. "There are some new and different ingredients in this challenge so it will push some of the formulators out of their comfort zone. It will also inspire some innovative and interesting marketing stories as there aren’t many ‘standard’ materials in this challenge.”
The competition is being run in association with, and judged by, Mintel and the Institute of Personal Care Science, who will use their experience to assess the formulation and marketing efforts of each team, and the winner will be announced at the in-cosmetics North America Awards Ceremony on October 11, 2017. Prizes for the winners will include the Formulation Challenge Trophy, recognition from their industry peers and media coverage at the Awards Ceremony.
The Formulation Challenge will take place in the Formulation Lab at In-Cosmetics North America, Javits Center in New York City, from 15:45 to17:30 on October 11, 2017.