“This event continues to go from strength to strength and we’re delighted to have delivered the region’s most interactive personal care ingredients event. We moved to the Javits Center to enhance the comfort of our show participants and a larger education program and the feedback we have had from the industry has been fantastic," explained Daniel Zanetti, exhibition director, In-cosmetics North America.
Accordingto Zanetti, the unique Focus on Marketing program, which worked to bridge the gap between marketing and R&D, included an exclusive tour around the show led by Beauty Edge. It was hugely successful and enabled brands to identify the stories behind some of the most innovative and exciting ingredients from around the world.
"With marketers playing a key role in product development in North America, we were keen to provide many opportunities for brand managers and marketing professionals to learn about the latest trends and ingredients. This is the main reason for introducing two Marketing Trends theaters. Both were packed on each day of the show, which is an endorsement for the great presentations the speakers delivered," he maintained.
One of the most interactive elements of the event was the Formulation Lab that enabled R&D teams to get hands on with ingredients and learn about how they can inspire new formulations.
"The highlight for me was the Formulation Challenge, which saw four heavyweights of the cosmetic industry – Colgate-Palmolive, Estee Lauder, Shiseido and Unilever – attempt to make a novel beauty product in just 90 minutes in an exciting clash of the Titans," Zanetti. "The atmosphere was electric, with the contenders bringing along their own supporters!"
For the record, Colgate won the Formulation Challenge.
“We’re looking forward to returning to New York next year, for what will be another action packed event. We will continue to leverage our global experience to help provide new event areas that will inspire the North American industry to create even more innovative products.”
For those who want to mark their calendars, In-Cosmetics North America 2018, will return to Javits Center on Oct. 17 & 18, 2018.