Page 156 - EM - Export Magazine Perfumery Edition

EVENTS

green tag, no product description, a of commission; if you are a member you Professional beauty is another beauty
very clean and elegant lay out. There have a greater chance of being featured programme by Amazon available for
are no resellers on the page and no (being invited by Amazon itself) in special appropriate stylist and professional
advertisements from other brands. influencer campaigns for holidays or beauty licenses required under applicable
The brand which joins the Premium Black Friday or to appear on the home laws and regulations. For example:
Beauty programme pays an extra 15% fee page. barbers, cosmetologists, beauticians.

KELLY KOVAK FROM BeAUTY MATTeR Target, Sephora, Ulta), bypassing this big
sPeAKs ABOUT THe GReAT eNeRGY AT show. They don’t need this kind of visibility
THe 20 eDiTiON OF COsMOPROF NORTH any more to build up their awareness. This
th
AMeRiCA: THe sHOw is DeFiNiTeLY BACK! is an ongoing challenge for the trade show,
but this does not mean that indie brand
by Grazia Zuccarini, Marketing the same place. There were, for the first teams are not present at the show, they in
and Communication Consultant year after the pandemic, lots of Asian fact visit the packaging and manufacturers’
brands from every APAC country. I am sure side for example, do research and meet
numbers will confirm this great success. In some buyers and distributors.
terms of changes the biggest one I would say
was the shift of the Cosmopack and the rest GZ: is there any important news from
of the show to the same location. Having Cosmopack?
everything in one place focused traffic and KK: The airless bottles made from mono-
it was good and practical for exhibitors and materials is innovation for a kind of
visitors. A very interesting part of the show packaging that is not usually considered
was the “focused area” meaning for the one sustainable. That was interesting. Also, the
with very specific categories of brand such work that Element Packaging is doing is
as for example the “green beauty brands”, also interesting. They are using proprietary
or “black owned beauty brands” and other techniques to inform packaging design. And
categories all in one place. It’s always very they are also working with carbon-capture
creative, dynamic, and inspiring. technology on a sustainable standpoint.
Those are the two most important packaging
She knows the beauty world better than GZ: The most represented categories? innovations, both coming from US, we
anyone else, she is sensitive to new trends KK: Definitely the fragrance market is are the leaders in terms of technology,
and is in touch with the most influential growing tremendously: there were more innovation, and sustainability.
beauty opinion leaders in the world: brands from all over the world. We continue
we are talking about Kelly Kovak from to see sexual and intimate care at the show, GZ: what do you think about the next
Beauty Matter, and she shares with us this is now a strong trend. Sustainability is Cosmoprof edition in Miami next
her enthusiastic experience at the latest always a hot topic. Franz is a very interesting January, will it really be the open day to
edition of Cosmoprof North America. brand that has made the sunshine peptide the LATAM countries?
patch, something that people were talking KK: For sure choosing Miami in January is a
GRAZIA ZUCCARINI: Kelly, what can about a lot for a while. A brand called strategic choice!
you tell us about this important 20th Satisfier is innovative in sexual wellness. And I personally think that it could make
edition of Cosmoprof North America? sense to use this show for the LATAM beauty
Did you notice any major changes or GZ: what kind of public attended the market which is increasingly growing. People
improvements? show? are looking for new markets now that China
Kelly KOVAK: It has been a great edition, KK: What was interesting and new is that is also saturated. We’ll have to see if brands
the third one after the pandemic and we there were tons of investors at the show. wish to invest in this “open door” and if
can definitely say that the show is back! But many brands, in particular the indie ones buyers and investors are present. There will
There was a great energy. Everybody was are discovering other ways of being visible of course be a risk of cannibalization with
present, all the countries were represented other than taking part in trade exhibitions, the other US edition, but I am sure they
and at last they were all together again in so they go directly to the resellers (Wallmart, already have a strategy to avoid this issue.

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