Overall, 9 country pavilions from Australia/New Zealand, Brazil, China, Italy, Pakistan, Peru, South Africa, South Korea, Spain and Turkey presented the latest trends in cosmetic and research of their local cosmetic producers.With about 1,154 exhibitors on 26,105 Sq m of space, this time the show presented the large companies in the professional cosmetics and personal care, professional beauty plus a wide variety of niche of upcoming brands from the Discover Beauty and Discover Green section. Whereas the 39 brands from the Discover Beauty had their own location, the 20 brands of the new Discover Scent category were located in the aisles for everyone to walk by. The 16 Discover Green brands had their own area surrounded with green plants that was eye catching from afar. Some of them were total newcomers, others had been exhibiting before, e.g. Balanced Guru or Rahua Haircare.

Another premiere was the introduction of the section Tones of Beauty, showcasing a selected group of 20 brands dedicated to the multicultural beauty demands for Skin, Hair, Color, Fragrance and Men.

Still, as many visitors (a total of 33,750 attendees) expressed, there was a shortage in leading edge or innovative products even though the industry had seen real big launches, especially over the last few years in the nail industry. The show also seemed to have developed a more standardized kind of booth, which had favored a lot of companies. This didn’t let much room for individual concepts and surprising designs and made it more difficult to see the “unusual” in a brand.

A perfect example of a brand that did all things right, is O’Right by Simply Organic, a professional salon hair care line that offers biodegradable packaging with a seed in the bottom of the bottles to grow plants after the products life comes to an end. Their booth was the one with the most unusual design, it was very interactive and eye-catcher.

ICMAD, as the prestigious City Awards on 25th July
Overall with all the other professional activities by WWD, CEW and pba and the many classes that were held, Cosmoprof offered a wide spectrum for retailers, distributors and beauty professionals, not to mention the press, to get the latest information, to drive ones’ business or to get connected with the right people. We’re looking forward to the 15th edition in 2017!