Covering an area of 194 000m2, Cosmoprof, newly unified with Cosmopack, hosted 2 300 exhibitors from 58 countries and, with this year’s event not being disrupted by an Icelandic volcano eruption, saw foreign visitor numbers increase by 8%, compared to 2010. Show stalwarts from the US, France, Germany, Eastern Europe and the Arab countries were joined by new visitors from India, Australia and the Far East, countries that are consolidating their business in the cosmetics industry. The number of Italian visitors also increased by 25%.
Andrea Protti, marketing director at Rap International, was delighted to see several prevailing themes emerge from Cosmoprof, which will undoubtedly spark some exciting global brand developments during the next year.
‘Overall, there was a positive undercurrent at Cosmoprof this year and products are more innovative and user friendly,’ comments Andrea.
Size does matter
After a radical downsizing effort last year, it appears that globally, containers are still getting smaller. This seems largely due to the cost per individual unit and a need to make handling more manageable.
With transport charges gradually increasing,
freight of smaller products is now favourable and several ‘green’ movements are requesting brand owners to minimise packaging to reduce the impact on the environment. Reducing the cost of an entire product means that the component cost needs to reduce.
Amenity products, especially for the growing spa and boutique hotel sectors, are also following mainstream trends and becoming smaller in size but more attractive.
Private labels triumph
‘Contrary to past experience, where private label products ‘mimic’ iconic products, a new breed of ‘private brand’ is evolving and retailer’s are now creating their own style and image which is very exciting,’ Andrea pronounces.
With this new phase of creativity, perhaps the ‘no name brand’ is in its twilight phase? Only time will tell.
‘Overall, private label designs showed exceptional originality and flair, combined with a ‘family’ of products to produce eye-catching ranges in-store,’ states Andrea.
Trends at Cosmoprof showed that singular products, for private label as well as international household brand names, are now part of a wider ‘family’, which provides great gifting ideas and opportunities for brand improvements – this is occurring on cosmetic, personal and homecare ranges.
Classy lines and quality
Products at Cosmoprof were more upmarket in presentation and, overall, product decoration at Cosmoprof also showcased simplistic and minimalistic cosmetic, toiletry, industrial and household packaging designs, with limited colours and sizes.
‘Luxury brands are still showing their evidence at Cosmoprof, with exquisite finishes and gift packaging, however many continue to be priced above the reach of your conventional middle class consumer,’ remarks Andrea.
In the more luxurious products and, for products that are cost-effective, yet need to show luxury glass is also becoming more evident. Intimate products such as roll-on deodorants made their mark with several leading international brands already enjoying revitalisation in glass. Pump dispensers also appeared on several high-value products, including cosmetic creams, shampoos and, interestingly, home care items.
Larger containers in the industrial sector are becoming more attractive in shelf appeal and for their ergonomic qualities, including beverage products. They’re also more evident due to ease of use especially on toiletry and hair care products seen at Cosmoprof 2011.