Jing Beauty｜New global beauty trends in the post epidemic era from Cosmoprof Beauty Show

On March 21st, the 55th Cosmoprof Bologna (hereinafter referred to as "Cosmoprof Beauty") opened its doors. As one of the most influential beauty trade shows in the world, Cosmoprof Beauty has been a benchmark for the industry for the past 55 years, from the supply chain to the product side. With a rich and comprehensive range of pavilion categories, events and professional forums, Cosmoprof Beauty brings together representative beauty companies and industry experts from all over the world, showcasing cutting-edge technologies, innovative products and solutions, and providing fertile soil for the industry's innovative development.

This year's Cosmoprof attracted 3012 exhibitors from 69 countries, a 4% increase in the number of exhibitors compared to last year. European exhibitors accounted for 58% of the total, while non-European exhibitors accounted for 42%. Unlike previous years, all pavilions at Cosmoprof opened on the same day, including Cosmopack and Cosmo Perfumery & Cosmetics and Cosmo Hair Nail & Beauty Salon, in order to further promote interaction between exhibitors and visitors.

During the show, Cosmoprof launched Cosmotrends, a trend report and Cosmo Vision, a forecast report in collaboration with BEAUTYSTREAMS, the world's leading authority on beauty trends, as well as the Cosmoprof Awards, which are regarded as the "Oscars of the beauty industry". Cosmoprof Beauty Show not only reveals the latest trends in the global beauty industry, but also injects new blood into the industry. In this article, Jing Daily will discuss the latest trends and developments in the global beauty industry, focusing on the hot topics and exhibitors represented at Cosmoprof.

Innovations in the Beauty Industry
Revolutionizing the Beauty Industry

Cosmotrend's trend analysis report highlights that personalization is on the rise in the beauty sector, especially for Gen Z consumers. According to research released in May 2023 by Bolt, a payment technology platform, up to 80% of Gen Z shoppers say they would be more likely to buy beauty products if they could use technology to find the optimal formula just for them.

This year's Cosmoprof Beauty Show brought together a wide range of companies dedicated to technological innovations that are changing the landscape of the cosmetics industry and generating widespread public interest in its future. The beauty tech products on display this year focused on intelligent experiences, digital solutions and personalized care.
The Beauty Tech section at Cosmoprof Beauty.

Since the official release of Open AI's ChatGPT in November 2022, AI has become a hot topic of discussion and is gradually disrupting many industries, and the beauty industry is no exception. Unveiled at the show is Perfect Corp., a global beauty tech company dedicated to providing immersive beauty experiences using AI and AR technology. Perfect Corp.'s technology helps users virtually try on different makeup styles and products at home on their smartphones or tablets to gain a deeper understanding of the product's effects before purchasing, improving the efficiency and accuracy of shopping. shopping efficiency and accuracy.

Another leading technology and influence in the field of AI at the show included Arbelle Technologies, which allows users to enjoy a unique shopping experience online thanks to its virtual makeup trial technology. It is clear that the emergence of AI and AR technologies not only provides consumers with a more diverse and rich consumer experience, but also expands the market and growth channels for brands and further drives digital transformation.

In addition, the hair care scanner presented by SkinTech Corp. GmbH also demonstrated the new trend of personalized care. The device uses computer vision algorithms to analyze the condition of the user's hair and recommend the most suitable products based on factors such as hair texture, density and color. This approach to personalized care is meeting current consumer demand for customized beauty products.
Opportunities amidst challenges in the
Asia-Pacific Beauty Market
The Asia-Pacific beauty market has undergone tremendous changes over the past three years, but has shown great resilience and dynamism, presenting both challenges and opportunities for innovation and growth in the industry. For the Cosmotalk segment of Cosmoprof Beauty, Charlie Gu, Associate Publisher of Jing Daily, was invited to host a seminar titled "Exploring the Asian Market in the Post-Epidemic Era", where he joined the world's leading consultancies and brands on stage to discuss the latest trends and challenges of the current beauty market in Asia Pacific.

Across the Asian beauty market, the consumer mindset has changed dramatically. During the seminar, Gautam Seth, Vice President of NielsenIQ BASES APAC&MEA, and Chloe Arjona, Beauty Director of Nellyrodi, both mentioned the importance of localization strategies.

In Asia, where local cultures are deeply rooted and consumers are increasingly conscious of local aesthetics and culture, they are constantly reinterpreting their own aesthetics by combining traditional cultures with modern elements, which, according to Arjona, is a major challenge for Western brands entering the Asian market, which need to understand and incorporate this unique cultural relationship. "Localization is not just about raw materials, it's also about brand positioning and marketing." Seth adds.

And the Chinese market, a focal point for Asia as a whole, continues to inspire brands to bring groundbreaking ideas and products amidst the challenges. Chris Kam, Director of Overseas Business Development, Asia, Better Way Group, the parent company of Thai beauty brand Mistine, said, "When entering the Chinese market, we realized that Mistine's products have the advantage of being better suited to Asian skin types than the big international brands, and that Chinese consumers need products that are made just for them. " As a result, Mistine has developed new sunscreen formulations in China to meet the need for a light, non-greasy skin feel, as well as fast film formation to meet the need for more daily protection beyond sunscreen, such as anti-aging and anti-blue light.

In addition, brands need to face the challenge of growing expertise among Asian consumers. In recent years, the rise of the "ingredient party" has popularized scientific skincare among mass consumers. For Arjona, the ingredient-literate consumer has clear needs and standards for what goes into a product. These consumers are professional and eager to learn, so brands need to improve their formulations and communicate the science and process. "Stereotypes of the Asian consumer no longer apply in a fast-growing market and consumer environment," she said. She said.

Gu agrees, adding, "When it comes to product formulation and biotechnology, brands are facing challenges not only from professional consumers, but also at the national policy level. In China, for example, there are strict testing standards for beauty products, so brands have to be very careful when proposing any product efficacy."
Helping China's beauty products go overseas
An Important Bridge
China's beauty market has become a focal point in the Asia-Pacific region, thanks to the rise of emerging local brands, advanced technologies and innovative products. Recognizing this trend, Cosmoprof Beauty established a wholly owned subsidiary in Shanghai in 2007 to promote the global reach of Chinese beauty. This year's Cosmoprof Beauty will also feature a wide range of Chinese exhibitors covering skincare, color cosmetics, technology and hairdressing, showcasing China's cutting-edge technology and innovative products to industry players from around the world.

Back in 2017, the domestic home beauty instrument market saw its first round of explosion as imported beauty instrument brands stepped up their presence in the Chinese market. Now, with the accelerated development of the track, local brands have been rising in this regard and have shown remarkable competitiveness on the international stage. According to the data of Wisdom Research Consulting, the market size of China's domestic beauty instrument market will be close to 10 billion yuan in 2021, and will gradually expand at a compound annual growth rate of more than 30%. It is predicted that in 2026, the size of China's domestic beauty instrument market will exceed 20 billion yuan.

As one of the domestic beauty instrument exhibitors, JOVS, a first-time beauty and personal care brand, gained the attention and recognition of users from all over the world by virtue of its unique technological advantages and immediate effect of care. Among them, JOVS Collagen Light Mask won the "Beauty Expert Award" at Cosmoprof North America 2023 in Las Vegas, and was the only Chinese winner in the competition. On the show floor, JOVS attracted the attention and experience of many visitors.

Chinese exhibitors at the show also demonstrated the importance of oriental aesthetics in going overseas, as Jing Daily reported previously that Chinese brands' cultural confidence and innovation are key factors for international success. One of the brands that demonstrated this strength was the skincare brand Dainty, which was on display at the show.

On the one hand, Dellacé controls its R&D and production with cutting-edge global standards, while on the other hand, it also sticks to its roots as a Chinese brand, melting the brand's understanding of oriental aesthetics and culture into the details. Its founder, Sun Shumei, said, "This exhibition is an important step in the brand's globalization strategy, and it has allowed us to fully feel the enthusiasm of the overseas market. In the future, Della Cecilia will be committed to letting overseas markets experience the charm of Chinese beauty and the deep connotation of oriental aesthetics."

The successful closing of Cosmoprof Italy highlights the potential of the Asia-Pacific market and the leading role of technology in the beauty industry. The sheer size of the show and the climbing number of non-European and American exhibitors reflect the industry's global diversification trend. It is foreseeable that driven by technological innovation and localization strategies, the beauty industry will usher in a digital transformation as well as a revolution in the consumer experience, which will continue to bring new vitality and opportunities to the industry.