Biodiversity, innovation and new trends are strong themes at Beyond Beauty 2010

By Katie Nichol

- Last updated on GMT

Related tags Cosmetics Brand

With a strong focus on the natural and organic movement and other emerging trends, Beyond Beauty 2010, a 4 day event that combines three separate shows and features more than fifty conferences, opened its doors on 12th September in Paris.

“The strong focus on trends allows brands and retailers to discover new developments in packaging and ingredients and our trends conference cycle features speakers such as Percler and Nelly Rodi,"​ David Bondi, CEO of organiser ITEC France told

The Cosmeeting show features more than 200 exhibitors targeting international distribution; and packaging companies, ingredients suppliers and private label brands are all present in the Creative show.

Breakthrough innovation

Bondi highlighted the Breakthrough Innovation conference, which focused on the development process between Rexam and Chanel of Chanel’s Rouge Allure lipstick, as being a particularly interesting feature of the conference programme.

Michel Dupuis from Chanel and Eric Souderain from Rexam discussed how the two companies came together to create the iconic lipstick that was launched in 2006 and was the result of a 4-year development process.

Rouge Allure, with its metal container that is cold to the touch and audible click closure has, according to Dupuis, become a pillar of the Allure range, and its design features have been carried over into other products in the range.

“Breakthrough means doing something completely different; it is something that goes well with Chanel as a brand. We are not a gimmicky brand, but innovation is part of our genetic,”​ he said.

Biodiversity key focus for 2010

With the United Nations declaring 2010 the year of biodiversity, the topic is a major theme at Beyond Beauty 2010, with a Natural & Organic segment at Cosmeeting and a Green Ingredients area at Creative.

“There are around 20 companies participating in the green suppliers path,”​ said Bondi, which include Beraca, Greentech and Mibelle Biochemistry. “We wanted to give visitors the opportunity to learn more about efforts related to biodiversity in the cosmetics industry,”​ he added.

A seminar entitled ‘ How can organic cosmetics help to preserve and promote biodiversity’ featured speakers from French brands Mademoiselle Bio and Ainy and covered issues such as the risks relating to the preservation of biodiversity and presented case studies of brands such as L’Occitane and Yves Rocher that are committed to the practice.

More visitors expected in 2010

In 2009, Beyond Beauty attracted some 19,000 visitors, and Bondi expects between 5-10 percent more visitors overall for the 2010 edition. This year, 45 percent of exhibitors are international, with an expected 35 percent of visitors to the show coming from abroad.

The next event organised by ITEC France is the Natural Beauty Summit which is set to take place on 22 and 23 November 2010 in Paris.

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