As the largest beauty market in the world, United States cosmetics brands are constantly looking to create and innovate through the use of new technology and ingredients. It is this approach that has put the region on course to achieve record sales of $90 billion by 2020 – a 45% growth over the last decade. And, as formulators and marketeers begin planning for the next wave of products that leverage the latest trends, in-cosmetics North America returns to New York City with a program set to inspire the best minds in the business.

Paving the way forward are makeup and premium offerings, with prestige beauty, in particular, registering massive rises. But across the sector, there is category disruption taking place that is changing the way the industry operates and how consumers interact with new beauty. Revolutionary new concepts, technologies, and experiential retail are radically altering the whole product supply chain – from development to final use – meaning brands must engage with these trends to ensure they stand out from the crowd.

It is against this backdrop that in-cosmetics North America returns from October 23 to 24, providing an ideal opportunity for companies to immerse themselves in all angles of the new product development journey. The interactive exhibition brings together personal care suppliers with chemists, marketeers, and indie brand owners, each looking to make the connection between the microtrend and the macro consumer need.

Mark Chandler, president of ACT Solutions Corp and Prestige Clinical Instructor at the University of Toledo College of Pharmacy and Pharmaceutical Sciences, is the new in-cosmetics North America technical advisor. He commented, “This show delivers an opportunity for visitors to learn, test, and evaluate the latest ingredients’ suitability for new finished products. To win in this competitive climate, brands need to throw out the old rule books and ensure they are aligned with current industry trends. That’s why the show is a must for those focusing on new product development, as it provides all the tools needed to successfully innovate and launch new products to market.”

Also offering a unique local perspective will be Cherie Buziak, founder of BeautyEdge LLC, who will be running the Fast Track Marketing: Technology Tours. Created to showcase the best innovations on display at the event, the tours will give marketers the tools to maximize their time at the event and connect them with the best suppliers who can help them meet their current and future requirements.

A key premise of in-cosmetics North America is engaging professionals throughout the product development cycle; there is an extensive marketing trends program which provides insight into the latest themes, facts, and figures influencing consumers. Topics confirmed for this year’s program will address where consumers shop for beauty products, led by Euromonitor International; neurocosmetics and emotions in beauty, with neuroscientist Dr. Claudia Aguirre; the rise in CBD and the factors driving consumer interest in the CBD-cosmetics space, with HEXO, a major player in the cannabis market; and the next ten years of macrotrend influences, with leading global design and innovation company, Seymourpowell.

Also returning to the event, a program of technical seminars will delve into the practical and technical elements of how new ingredients can be used in new product development. The formulation lab provides hands-on training for current and budding formulators, while the innovation zone, makeup bar, and sensory bar provide samples of new materials to inspire the next generation of NPD. And, the eagerly anticipated and hotly contested formulation challenge will also return this October.

Commenting on this year’s exhibition, event director Daniel Zanetti said, “We expect exhibitors and visitors at in-cosmetics North America will notice a clearer synergy this year between the visitors attending the show. We have spent the past three years successfully building the event’s profile and widening its appeal to everyone, from major cosmetics brands to emerging indie brands. We are primarily a North American event focused on driving business opportunities, and provide insights, information, and intelligence to the local and regional market. With the help of our new advisors and partnerships, we are aiming to broaden our appeal across the regional NPD value chain.”