Daniela Ferreira, Correspondent10.26.22
Beauty Fair—the largest professional beauty conference in the Americas and the second largest event of its kind in the world—was held in São Paulo in September. More than 2,000 brands exhibited their products to more than 200,000 visitors. Attendees also had access to more than 100 hours of certified educational events. This year’s theme, “Accelerate,” invited visitors to invest in their careers after the turmoil caused by the pandemic.
With the world reopening , consumers are refocusing on beauty and well-being. As a result, they’re returning to hair salons, skin care clinics and perfumeries.
“We are witnessing a significant transformation in the beauty market, which in my view, will require three major behaviors from retail, industry and salon: agility, adaptability and collaboration,” said Cesar Tsukuda, general director, Beauty Fair.
Risqué also presented the Risqué Bio line. The vegan formula includes seven shades: Liro Branco (White Lily), Canela (Cinnamon), Pimenta Caiena (Cayenne Pepper), Sunflower, Oceano Azul (Blue Ocean), Chá Verde (Green Tea) and Rosa do Himalaia (Himalayan Rose). They’re formulated with natural ingredients, like tea tree oil and natural pigments such as carthamus tinctorius flower extract. All are said to be free from 16 potential allergens. Finally, the packaging is made from recycled plastic and an applicator bristle of vegetable origin.
Todecacho Creme Definidor Efeito Prolongado (long effect defining cream) promises strong hold and frizz control, and refreshes curls. Todecacho Creme Definidor Efeito Defrizante (defrizzing effect defining cream) seals the fiber, controls volume and imparts a defrizzing effect. Todecacho Gelatina Efeito Intensificador (intensifier effect jelly) for mixing with the other four defining creams, as it promises to intensify their result, in addition to guaranteeing maximum definition and fixation for curls.
Forever Liss launched Xô Frizz Modelador de Fios (anti-frizz modeling strands) in an eyeliner format. It is said to reduce frizz in all hair types. The colorless product has a light texture and provides long-lasting effect. It is said to be ideal for everyday use and for finishing hairstyles.
Adelia Mendonça launched Meditation Drops, a serum for stressed skin. It belongs to its Moduline Science line developed to regenerate and “restructure skin with post covid syndrome.” The product features something called the Water Break System, a Japanese technology involving micellar encapsulation of nano water molecules for diffusion in prolonged biomimetic hydration, to promote freshness and ultra-hydration. It also promises to fight against the signs of aging and skin irritation caused by anxiety.
Depil Bella introduced Máscara Clareadora Axilas e Virilha (armpit and groin whitening mask). It contains white clay and rosehip oil, and is said to reduce dark spots and even skin tone. It also promises to stimulate collagen production, resulting in firm, hydrated skin.
These were just some of the new formulas on display at Beauty Fair 2022. Obviously, NPD is critical to the success of every company in the fast-paced personal care industry.
Daniela Ferreira
Correspondent
danief@uol.com.br
55-11-993880867
Daniela Ferreira is a marketing and communication professional in the cosmetic market. She has a master’s degree in fashion from the University of São Paulo (USP). The study presented in the thesis, integrated product launching in fashion and perfume, mainly comprising marketing studies related to brand, product and consumer behavior. At present, she is lecturer on marketing issues. Her expertise comprises managing and launching products, communication planning and market studies for identifying new business opportunities.
With the world reopening , consumers are refocusing on beauty and well-being. As a result, they’re returning to hair salons, skin care clinics and perfumeries.
“We are witnessing a significant transformation in the beauty market, which in my view, will require three major behaviors from retail, industry and salon: agility, adaptability and collaboration,” said Cesar Tsukuda, general director, Beauty Fair.
Naturals of Note
Natural cosmetics companies had their own exhibition section, which featured Brazilian companies like Ahoaloe, Amantik, Bergamía, Arte dos Aromas and BS&CO, a trade company specialized in importing natural and organic cosmetics. Arte dos Aromas is a vegan brand that uses ingredients such as Copaíba oil, cupuaçu butter, Brazil nut oil and Andiroba. Organic babassu oil is extracted from the almonds of the wild babassu palm found in Maranhão state, located in the country’s Northeast Region. The company´s goal is to improve the standard of living and preserve the region’s biodiversity.Nail Polish Launches
Risqué, a Coty brand, presented a Metaverse-inspired collection. The brand invited the public to experience different versions of themselves in the virtual world without fear or judgment. The goal is to encourage freedom of expression. Risqué’s tagline is “Be inspired by the virtual world to color real life.” The six-color collection has social media-inspired names such as On e Roteando (On and Routing); Meu Avatar; Minhas Regras (My Avatar, My Rules); Crypto Rosa (Crypto Pink); Hitou na NFT; Start No Seu Poder (Start in Your Power), ‘Preconceito Flopou (Prejudice Flopou).Risqué also presented the Risqué Bio line. The vegan formula includes seven shades: Liro Branco (White Lily), Canela (Cinnamon), Pimenta Caiena (Cayenne Pepper), Sunflower, Oceano Azul (Blue Ocean), Chá Verde (Green Tea) and Rosa do Himalaia (Himalayan Rose). They’re formulated with natural ingredients, like tea tree oil and natural pigments such as carthamus tinctorius flower extract. All are said to be free from 16 potential allergens. Finally, the packaging is made from recycled plastic and an applicator bristle of vegetable origin.
Hair Care Meets Real Needs
Salon Line launched #Todecacho Linha Estilização Efeitos (Todecacho Stylization Effects Line), The five-item line combines hydration and detangling benefits in a finishing spray. Todecacho Crème Definder Efeito Natural (natural effect defining cream) is a blend of cocoa butter and vegetable keratin, which is said to promote natural finishing, movement and lightness to curls and frizz. Todecacho Crème Definidor Effect Fitagem (ribbon effect defining cream) is said to guarantee volume control and anti-frizz action providing a ribbon-effect finish.Todecacho Creme Definidor Efeito Prolongado (long effect defining cream) promises strong hold and frizz control, and refreshes curls. Todecacho Creme Definidor Efeito Defrizante (defrizzing effect defining cream) seals the fiber, controls volume and imparts a defrizzing effect. Todecacho Gelatina Efeito Intensificador (intensifier effect jelly) for mixing with the other four defining creams, as it promises to intensify their result, in addition to guaranteeing maximum definition and fixation for curls.
Forever Liss launched Xô Frizz Modelador de Fios (anti-frizz modeling strands) in an eyeliner format. It is said to reduce frizz in all hair types. The colorless product has a light texture and provides long-lasting effect. It is said to be ideal for everyday use and for finishing hairstyles.
Stressed Skin Solutions
FitoSense, Bel Col’s dermocosmetics line for sensitive skin, contains CBA Copaíba, which is billed as a safe exogenous cannabinoid. Said to have better action than CBD cannabis, it reportedly calms skin and improves one’s feeling of well-being. The line consists of three products. Fitosense Sabonete Líquido (liquid soap) is said to clean without drying, soothe, protect and desensitize. The Fitosense Sérum Anti-idade (anti-aging serum) is said to prevent premature aging and protect against blue light and external aggressors. The Fitosense Máscara Anti-idade (anti-aging mask) is said to provide a refreshing and calming sensation, in addition to reducing lines and expression marks.Adelia Mendonça launched Meditation Drops, a serum for stressed skin. It belongs to its Moduline Science line developed to regenerate and “restructure skin with post covid syndrome.” The product features something called the Water Break System, a Japanese technology involving micellar encapsulation of nano water molecules for diffusion in prolonged biomimetic hydration, to promote freshness and ultra-hydration. It also promises to fight against the signs of aging and skin irritation caused by anxiety.
Intimate Care Innovations
Adélia Mendonça launched Prebio Skinbiotic Essence within its Intimate Nanocare line. The formula contains thermal water from French Polynesian atolls for intimate and delicate regions (groin, armpits, inner thighs). It also has moisturizing, prebiotic and symbiotic action, promoting a strengthening performance to the healthy microbiome of the unisex genital flora, according to the company.Depil Bella introduced Máscara Clareadora Axilas e Virilha (armpit and groin whitening mask). It contains white clay and rosehip oil, and is said to reduce dark spots and even skin tone. It also promises to stimulate collagen production, resulting in firm, hydrated skin.
These were just some of the new formulas on display at Beauty Fair 2022. Obviously, NPD is critical to the success of every company in the fast-paced personal care industry.
Daniela Ferreira
Correspondent
danief@uol.com.br
55-11-993880867
Daniela Ferreira is a marketing and communication professional in the cosmetic market. She has a master’s degree in fashion from the University of São Paulo (USP). The study presented in the thesis, integrated product launching in fashion and perfume, mainly comprising marketing studies related to brand, product and consumer behavior. At present, she is lecturer on marketing issues. Her expertise comprises managing and launching products, communication planning and market studies for identifying new business opportunities.