Beauty workshops showcase Maesa’s turnkey cosmetics solutions

Over a two day period in March, a selection of Maesa’s international customers were invited to its head office in France to explore future trends centered on three distinct themes.

“What is new about our event is that it offers real turnkey projects ready to be customized to our clients' needs, and the way we organised the show offered a real polysensorial vision of the new concepts on display,”​ Sophie Thiolas, communications director at Maesa Group told CosmeticsDesign-Europe.com.

Customised cosmetics solutions ​

Maesa designed skin care and bath product ranges formulated with Gattefossé ingredients, together with packaging, in order to allow its customers to visualize how the company can supply ‘complete and entirely customized cosmetics solutions within a very tight development time frame’.

Thiolas said Maesa deliberately chose to work on general, familiar themes that are long-running and well-known.​

“We wanted to bring innovations to these concepts through the ingredients, in the formulas, or through a new packaging technology,” ​she added.

Three distinct themes​

The ‘Eco-Cosme’Ethic’ theme displayed the company's eco-design products, which Thiolas said explored natural and organic with a new angle.

“Product marketing is taking on a an even more educational approach with not only the origins and properties of each ingredient but also its entire history, from local sourcing to community initiatives. We also worked on the ‘locavore’ trend which is ‘think global buy local’” ​she said.

‘Rendez-vous beauté en terres inconnus’ looked at beauty trends from around the world, with the company taking inspiration from Ayurvedic medicine to create a range that offers invigoration in the morning and relaxation in the evening.

Cosme’tools used a scientific view to offer a new high-tech approach to cosmetics, according to Thiolas, with the product concepts lending themselves well to co-branded doctor or cosmetic surgeon ranges.

“We worked​ on highly inventive packaging formats with ultra targeted delivery systems (nozzles, dispensing pipettes, airless minis) for quick application any time, any place,” ​she explained.

Future events​

According to Thiolas, the event led to some new projects for Maesa, and the company is hoping to organise a second event with a slightly different focus to take place before the end of the year.

“We are planning to organise an event focused on perfumes and make-up more addressed to luxury brands, fashion brands and retailers,” ​she said.​