Ethnic hair care is the fastest growing hair care category in the United States in 2015, recording robust growth of 8.5%. The main reason for this dynamic growth is that the category has been flooded by “multicultural” brands that appeal to a broader audience and is no longer defined by brands exclusively targeting black consumers.
Market-movers like Shea Moisture and Carol’s Daughter (L’Oréal), increase their share with naturally positioned products that appeal to a wide spectrum of consumers, including those that previously used mainstream or ethnic brands.
How has the growth of the multicultural sector affected product marketing and innovation for mainstream brands?
Inclusion & Innovation. The rise of the Multicultural demographic now requires General Market brands to simply be more inclusive in their thinking. They now have to include the diverse beauty needs and shades of the deeper toned consumer in their product marketing planning. This “new consumer” comes with a requirement for Brands of having to innovate different types of formulas & products to address their specific needs. For example, this can be seen with Clinique’s Even Better Dark Spot Corrector. Although not exclusively developed for the Multicultural market, its advanced
I have loved fragrance since I was four years old. In fact, I know exactly when it happened… I can clock it to the day! It started with my Grandmother Rose, who brought me back little soaps from the hotels she stayed at on her trips to Europe. The Savoy and Connaught in London, The Ritz in Paris. I kept them in a shoebox. She noticed I was attracted to the scents, and on her next trip she brought me back small bottles of perfume – Jean Patou, Chanel, Carven. I loved the packaging too – the red and black lacquered bottle of Joy, the green and white stripes on the Carven box of Ma Griffe.
Something in me awoke that day, and I was forever changed. Scent made me acutely aware of my surroundings, and helped me to absorb and digest the world.
What Are You Most Excited To See at Cosmoprof North America This Year?
Anyone will tell you that when you attend Cosmoprof North America (CPNA) in Las Vegas, you are going to see what the next phase of beauty is. From first timers to return visitors; they will all attest that innovation and reinvention is represented everywhere you look. As the biggest beauty show in North America, there is an international savoire faire that gives visitors a taste of what is trending globally; if there is one show you go to this year, Cosmoprof North America delivers everything all under one roof. From hair, nails, skin care, beauty and tools, each pavilion at CPNA has what beauty industry professionals are searching for…the Next Big Thing.
Cosmoprof Worldwide was held March 9-11 of this year, and was once again a huge success. The show, held in Bologna, Italy, attributes much of its success to the tools it offers attendees, including educational conferences. This year, one of the most-talked about conferences was “Focus on the USA: Roadmap to Entering the US Market.” Check out the links to view each of the presentations after the jump!
Cosmoprof North America’s Daniela Ciocan is somewhat of an expert on industry news. As the Marketing Director for the show, she must keep her finger on the pulse of the industry in order to provide the most beneficial and unique showtime experience to both attendees and exhibitors. Ciocan recently collaborated with prestige retailer for an article for GCI Magazine on the importance of consumer feedback. Click here to see her article.
How can we all play nice together? A spa distributor, a leading spa chain, and a product company get together to discuss how to build the most successful partnerships at Cosmoprof North America’s session “Spa Sector- How to Build Synergies and Grow Spa Distribution.” Conference Moderator Ada Polla, CEO of Alchimie Forever, shares her expectations for this anticipated education session.
Each year, the team at Cosmoprof North America strives to bring newness and innovation to attendees of the show. Now in its sixth year, Discover Beauty is a unique program developed by CPNA that provides exposure to innovative beauty brands to the US market. The program itself has gained a reputation of hand-selecting the best and brightest in new beauty brands who eventually make their way to shelves of national specialty beauty stores.
As part of Discover Beauty, nine brands are guaranteed meetings with high-end retail buyers. But what should Discover Beauty brands possess in order to attract the attention of these buyers so they can ultimately wind up on their shelves? Tiana Ukeleja of Pharmaca and Elena Severin of New Beauty at Fred Segal tell CPNA News Flash what they’re looking for from this year’s Discover Beauty brands as they meet with them at the show this year.
It takes a lot of people to put CPNA together. As the Marketing and Sales Director for the show, my team and I work almost a year in advance developing new programs and initiatives to attract the 22,000+ visitors to Las Vegas. It is with a strong commitment to excellence, that we offer our exhibitors and attendees, educational conferences, industry networking events and the opportunity to further succeed in the beauty market. With 10 days till show time, I want to share with you some exciting news of what will be taking place this July 31-August 2.
First and foremost, I am excited about all the brands taking part in the upcoming event. This year 750 companies, including 205 abroad companies, will introduce their innovative products and encourage consumers to discover these brands in local retail stores, spas and salons.
Celebrating the first-ever Cosmoprof press conference in New York City on June 28th. Representatives from SoGeCos and Professional Beauty Association gave a sneak peak of what Cosmoprof North America will offer this year in terms of educational conferences, special events, and everything beauty.
The purpose of this event was to educate that the Cosmoprof exhibition is much more than just a B2B Trade Show, but a setting which brings beauty / trends to life – an attribute Cosmoprof does very well, year after year on a worldwide level. The event took place at Apella located by the East River, with over 80 guests in attendance including journalists from trade, consumer, on-line media and industry executives. Only about two weeks away till show time, Cosmoprof North America will take place at the Mandalay Bay Convention Center ( July 31st- August 2nd) in Las Vegas.