It is no longer compelling enough for beauty products to feature a trendy ingredient or bold pigment. To stand out on crowded shelves, brands today also have to be wrapped up in a compelling package.
Packaging took center stage at last week’s Cosmoprof North America (CPNA) event held at the Mandalay Bay Convention Center in Las Vegas. More than 40,000 attendees, an increase of 9 percent over last year, canvassed the 331,150-square-foot floor looking for not only environmentally friendly products, but those with Instagrammable qualities as well. Other notable trends were natural and organic lines; rituals inspired from Korea, Japan and India; fast beauty; men’s products; multicultural assortments; and technology in beauty.
Ian and Alec Ginsberg.
“This year was the best event ever for Cosmoprof North America, with record-setting numbers and most of the key national retailers and distributors represented at the show eager to discover trends from the eight curated areas and the over 1,400 exhibitors present on the show floor,” said Daniela Ciocan, CPNA’s marketing director. Among the retailers that brands said they met with were Barneys New York, Macy’s, C.B. Bigelow, Nordstrom, Nordstrom Rack, Ulta Beauty, Walmart, QVC, Neiman Marcus and Detox Market. Paris Hilton, who is launching her own skin-care line,