The US economy has been in expansion mode since 2009 and the North American beauty industry is growing right along with it; sales of personal care products rose 4% last year to $93 billion. The market’s resilience is one reason why Reed Exhibitions brought its In-Cosmetics exhibition to North America last year. In-Cosmetics North America is back in 2017, with the event moving to Javits Convention Center in New York, on October 11 and 12. Organizers insist that the exhibition will answer many questions for attendees.


“In the face of an ever-evolving consumer landscape, it’s crucial that marketing and product development professionals have access to the latest insights into their behavior in order to make strategic business decisions,” explained Daniel Zanetti, exhibition director, In-Cosmetics North America. “Following the success of our first event, In-Cosmetics North America returns with a deeper focus on supporting marketers and product development professionals as they craft the engaging stories behind the next generation of products.”


With that in mind, In-Cosmetics North America will launch, Focus on Marketing: The Story Behind the Science. Designed to help marketers decipher the science behind global ingredients and innovation, attendees will be able to join a guided tour hosted by Cherie Buziak, founder of Beauty Edge, who will highlight key exhibitors and educational sessions.


The all new Make-Up Bar will enable marketers to quickly identify ingredients that can lead to the development of top-selling products. If attendees are looking for more than color, they can belly up to the new Sensory Bar which will showcase products that provide sensorial experiences, such as materials with cooling properties, amazing textures, fragrances and, of course, color.


Throw Your Best Pitch

Also new at In-Cosmetics North America is JPitch, a Johnson & Johnson Innovation initiative that invites early stage entrepreneurial companies or startups with game-changing, transformative consumer or beauty technology innovation, to apply to pitch their idea/solution live at the event. To apply, visit the In-Cosmetics North America website (northamerica.in-cosmetics.com/).


Each finalist gets three minutes to present its solution and unique selling proposition to an executive panel of judges from Johnson & Johnson Innovation’s team of R&D and business experts. At the end of the day a winner will be announced and awarded a financial contribution of $5,000 and gain access to the company’s experts. Visitors are welcome to watch the pitches during the event.


Learn Something New

Of course, the In-Cosmetics North America education program will offer cosmetic manufacturers an opportunity to identify new looks and personal care regimes from around the world, as well as develop their technical knowledge. Global experts from companies including SeymourPowell, Mintel, Peclers Paris, the Institute of Personal Care Science and Euromonitor International are among the speakers confirmed to deliver presentations as part of the event’s Marketing Trends program.


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.


Finally, the popular Formulation Lab, a purpose-built laboratory on the show floor, will return with a host of sessions designed to provide R&D and lab professionals with rare hands-on experience of using the latest ingredients. Run by the Institute of Personal Care Science, over two days representatives from Croda, Kobo Products, Sensient Cosmetic Technologies, Stepan and Univar will deliver invaluable and practical insights into formulation training that is normally difficult to access.


More info: In-Cosmetics North America, +44 (0)20 8271 2122; Email: incosna.helpline@reedexpo.co.uk; Website: northamerica.in-cosmetics.com