For example, Mariel Whatley-Brown, director of futures, SeymourPowell, will look at the consumer of 2020, how behavior is shifting and how brands can tap into this shift. As consumers create their own products, merging the natural with the scientific, brands are looking to harness these changes for growth. Talking through four key future beauty themes (Work It, Own It, Feel It and Create It), Whatley-Brown will shine a light on these changes and the opportunities they present.
The millennial consumer is also on the agenda with Tom Vierhile of GlobalData set to explore how to effectively target one of the most demanding, individualistic and digitally native generations. Millennials’ experience-driven nature means that today’s brands are under growing pressure to challenge the status quo in order to appeal to this age group. Vierhile’s presentation will explore the opportunities to target them in the beauty and personal care space, including negotiating a balance between the seamless integration of a life online and a desire to express a unique self.
The marketing trends program will include a panel discussion from indie beauty leaders Jillian Wright, founder, Indie Beauty Expo; Jessica Richards, owner and founder, Shen Beauty; Desiree Verdejo, owner, Vivrant Beauty; and Nancy Twine, founder, Briogeo. The panel will explore what it means to be a clean and sustainable independent brand in 2017 and how the movement will evolve.
The education program will also offer a series of technical seminars that will be led by suppliers of raw materials. Visitors will be able to familiarize themselves with key personal care ingredients and to listen to cosmetic experts sharing insights on innovative concepts.