The show’s inaugural Formulation Challenge, sponsored by Croda, will take place on the third day of the show, Thursday 19 April at 9am.
The hopefuls will gather in the show’s Formulation Lab where they will be presented with a box of mystery ingredients.
From here, explain the event organisers, the teams of R&D and marketing experts will have just 90 minutes to create a brand new formulation that will need to tell a convincing and consumer-grabbing brand story and be able to back up the claims it makes.
The in-cosmetics Global show will take place in Amsterdam 17 - 19 April 2018. More information can be found here.
According to organisers, big names among those set to take part in the Formulation Challenge include Johnson & Johnson; Sabon/Yves Rocher; Delarange; Flores; Herrco Cosmetics and Naturalps.
All the action will be captured on Facebook Live for those who can’t be there as the teams commence the challenge against the clock with their colleagues and first-come-first-served spectators cheering them on.
Two expert judges from The Institute of Personal Care Science and Mintel – companies in association with the Formulation Challenge – will assess the merits of each product at the end of the challenge.
Roziani Zulkifli, Exhibition Manager, said: “We are so excited to bring this extra edge to in-cosmetics Global this year and anticipate a highly charged atmosphere at this competitive event. Our six teams all have the credentials to create a truly incredible formulation – we will just have to see how they cope as the clock counts down!
“Spectators are welcome, but the Lab will fill up quickly so make sure you get there early if you want to see the showdown.
"For those who can’t make it, remember to check out our Facebook page where the challenge will be streamed live in its entirety."