Held in Paris from October 1-4, the expo is set to develop a specific spotlight, The Beauty Niche Programme, on companies that have been active in the cosmetics industry for five years or less. Businesses just starting out in the competitive beauty market will travel from across the globe to interact with global players, who have more revenue at their disposal to market their product innovations and emerging brands. There will two specific exhibition spaces exclusive for the companies. The programme consists of a competition - that aims to direct the attention of key players in the industry to the strongest niche brands - and a 'Beauty Niche Bible', that will be a reference guide for selective sales outlets that want niche brands in store. However, it is the competition element that will no doubt raise the profile of the many emerging niche brands set to attend the expo. The international, made up of representatives from large cosmetic companies such as Sephora, Printemps, and Bergdorf Goodman, will judge the brand offerings. The Beauty Challenger Award is open to 'all emerging international brands' as long as the brand is not 'significantly represented on the market at present'. Indeed, it is pitted to be a coveted award for any new company. They will be assessed on five criteria, innovation/difference, concept coherence, communications quality, texture and fragrance and attractiveness and convenience. The competition will take place on the first day of the show, and should throw many innovative smaller brands into the spotlight normally reserved for the larger cosmetic giants. Beyond Beauty Paris is an annual event that brings together all areas of the cosmetics industry, including ingredients and the booming Spa categor. Some 16605 visitors and 731 exhibitors passed through its doors last year.