In-Cosmetics readies to open its doors in Amsterdam

By Simon Pitman

- Last updated on GMT

Related tags: Personal care, Cosmetics

One of the leading events in the European personal care industry
calendar, In-Cosmetics, is readying to open its doors on 15 April,
2008, at the Amsterdam RAI, The Netherlands.

Billed as a global event for suppliers and finished goods manufacturers, the three day event will have a clear focus on innovation - the driving force behind this fast moving and ever-developing industry. The show will concentrate on the most up-to-date developments for materials and ingredients supplied to the industry, drawing attention to the latest product launches as well as new scientific research. Reed Exhibitions, the show organisers, is hoping to build on previous attendance figures that have included more than 4,700 unique visitors from over 100 countries, together with 400 exhibitiors. Last year the event was held in Paris, when an 'aphrodysia' theme dominated the show through its In-Focus section. The theme aimed to entice both exhibitors and attendees into the show and to showcase innovations that combined personal care products with sexual attraction. This year the In-Focus section will centre around the idea of 'utopia', which is a theme that has started to be employed by many of the leading cosmetic companies to help market products. Olay's 'Love the skin you're in' and Weleda's 'In harmony with nature' are slogans that typify this movement within the industry to compare products with lifestyle ambitions that aspire to ideas based around utopia. All of this reflects the fact that marketers of personal care products are now aiming to go beyond just improving physical looks, but also aiming to meet consumers' ideals regarding wellness and well-being - ultimately enhancing the individual's self-esteem. Over 180 square metres of floor space is being devoted to In-Focus Utopia, showcasing personal care innovations that expound this philosophy. The section will be categorized in three main areas: natural- and holistic-based products, science- and technology-driven products and protective products. As well as the In-Focus section, the show will also contain a comprehensive conference and educational programme, divided into three main segments: marketing, science and innovations. The marketing conference programme is a full three days and will include key presentations about natural and organic cosmetics, sustainable packaging, edible beauty products and salon beauty trends. The innovations seminar is also three days and will include presentations about moisturisation technologies, echium oil, preservatives and skin lightening. The science programme runs over two days with daily sessions centering on the areas of naturals and skin ageing, respectively.

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