In-Cosmetics Korea is the event for the Korean market, as the majority of visitors (88% of the total) hailed from within the country, representing brands such as AmorePacific, LG and Aekyung. They benefited from the extensive program of informative technical seminars and inspiring consumer trend presentations on everything from how Halal beauty is redefining the Asian cosmetics market to new beauty innovations in the Japanese market. Visitors to this year's show were rewarded with more exhibitors than in previous years. A total of 294 suppliers ishowcased their latest advancements, including 63 new exhibitors.
"The Korean cosmetics market is experiencing continuous growth, which makes it a really exciting time for the industry," observed Exhibition Director Sarah Gibson. "The momentum was certainly recognized at this year's show with record numbers of visitors, exhibitors and some of the leading players in the industry present. We are passionate about bringing together the very best in the industry on an annual basis and are incredibly proud to deliver our biggest Innovation Zone to date, offering unrivalled insight into the suppliers, trends and ingredients of the future."
Focus on K-Beauty
One of the most talked about areas of this year's show was the K-Beauty Inspiration Zone, that helped visitors better understand the country's impressive formulation expertise. Showcasing new products that are driving the market forward as well as future trends affecting the Korean market, the new area encapsulated key aspects of the "Korean wave" including strategic information about the positioning of K-Beauty products around the world. During a live demonstration, official partner Mintel presented an insightful talk on 20 future beauty trends that will affect K-Beauty such as chemophobia and clean beauty.
The K-Beauty Inspiration Zone was also supported by specialist consultancy and media partner, The K-Beauty Science. It revealed Korea's top 10 best-selling items, alongside 10 of the latest products that have disrupted the market so far this year. Patrizia Blago, a visitor from Equivalenzia, a Spanish cosmetic manufacturer said: "I came to discover new trends coming to Europe soon. The show, as well as the K-Beauty Inspiration Zone were very inspiring."
The Biggest Innovation Zone
The Innovation Zone at this year's event was officially the biggest that the show has ever seen, led by 34 trend-driving ingredients launched within the last eight months, according to Reed. The Zone was located in the center of the exhibition, acting as a pivotal setting for R&D professionals to identify the most inspirational ingredients and product concepts. The experiential zone allowed visitors to see, touch, feel, test and be inspired by a number of formulation prototypes on display.
The In-Cosmetics Korea 2019 Awards
In-Cosmetics Korea hosted another highly regarded awards ceremony at the Innovation Zone on June 27, with all entries judged by an independent panel of judges including You Ah Kim from Kolmar Korea, Belinda Carli from the Institute of Personal Care Science, Mike Sohn from KCII and Chaewon Lee from Beautystreams. The Innovation Zone Award was divided into active and functional categories, to celebrate the most pioneering new ingredients that combine innovative science and beneficial product features:
• The Gold Innovation Zone Award for active ingredients went to Givaudan Active Beauty for its Agefinity product. IFF-Lucas Meyer Cosmetics won both the Silver and Bronze awards for active ingredients, with SkiNectura and IBR-UrBioTect respectively.
• Res Pharma Industriale won the Functional Ingredient Gold Award for its Moripure Silk Aqua ingredient. Gattefossé took the Silver award for its Emulium Illustro ingredient, while Lubrizol secured the Bronze award for its product, Carbopool Aqua SF-3.
• Shining a spotlight on the industry's best newcomers, the 'Rising Star Award' was given to newcomer, PnP Biopharm Co. Ltd. The company was recognized for its expertise in the field of protein production and engineering, with products including Cellcurin Hair Ampoule, Protectide, Actinidin and Rubysco Moisturizing Cream.
A three-day educational program offered visitors key market insights, giving companies the industry intelligence to tap into trends and opportunities in South Korea and the wider Asian region as well as globally.
In "Decoding the latest Chinese cosmetics regulations: filing policy and cosmetic supervision & administration regulations (CSAR)," Jason Chan from REACH24H Consulting Group explained the difference between filing and registration, and the effect current regulations have on cosmetic companies. Sachi Kimura of Euromonitor International utilized statistics and consumer insights to explore similarities and differences between regions in Asia, such as changes in consumer purchasing behavior and the rise of male grooming.
Florence Bernardin from Information et Inspiration led a session on "The new beauty innovations in the Japanese Market," highlighting a shift toward simplicity, minimalism, natural and organic. Focusing on Indonesia and Malaysia, Bernardin returned on the second day to discuss "How Halal Beauty is redefining the Asian cosmetic market," explaining how these dynamic markets are redefining beauty as local, halal or Insta-friendly.
The Marketing Trends & Regulations Theatre also included Korea as the key subject of four tailored presentations, including "Korean Advertisement Regulations" delivered by SooYoung Chin from Chin Soo Young Consulting. Mike Sohn from the Korea Cosmetics Industry Institute presented a case study on "Korean cosmetic brand strategies in China," looking particularly at the Chinese market, with a focus on policies, consumers and distribution, and how K-beauty brands can comply as China reframes regulations. In a session on "US beauty consumers expectations of K-Beauty," Denise Herich from The Benchmarking Company revealed original research into purchase motivators, product assortment, ingredients and benefits, plus insights into how Korean brands can grab the attention of US beauty shoppers. Finally, a session from Sumit Chopra of GlobalData evaluated "innovation trends and opportunities in the South Korean hair care market," including the ingredients, textures and individualism that are driving the market.
Leading experts delivered a series of Technical Seminars on new approaches to product development processes, including Nam Kyoung Kim from Radiant Inc who spoke about advanced skin rhythm based on microRNA and circadian rhythm, and Jin Xie frim Bloomage Biotechnology Corp who examined solutions for mild repair, skin barrier protection. Other experts included Junseong Gwon from Spec-Chem Industry who addressed the application of peptides in cosmetics, and Fanny Tanaka from Seppic Asia who highlighted sustainable marine sourced waters for eco-responsible cosmetics.
A series of educational seminars, organised by the Foundation of Korea Cosmetic Industry Institute, also shone a spotlight on Ingredients Regulations, Science and Technology. The first case study focused on new ingredients in the industry, a next-generation ceramide promoting the maturation of the skin barrier, a photonic crystal-based functional ingredient and a natural, safe and preservative-boosting humectant. The second case study examined current issues in the industry including problems surrounding the Nagoya protocol, the importance of safety management systems for all cosmetics and the safety requirements for natural cosmetic ingredients.
In-Cosmetics Korea 2020 will return on June 17-19 at Coex Exhibition Centre, Seoul.