Industry Flocks to Brazil For FCE Exhibition

FCE Cosmetique, the primary business platform of the Latin American cosmetics industry, held its 21st exhibition in São Paulo in May. It is the first major event of the year for the cosmetics industry in Brazil and the region overall and it is considered to be the launch pad for new materials, packaging and processes for the entire Latin American region. FCE Cosmetique runs concurrently with FCE Pharma, PowTech Brasil (which comprises the pharmaceutical, alimentary cosmetic and chemicals for the analysis and handling of solids). Together, these three events included 500 exhibitors who promoted their major launches and innovations to more than 14,000 visitors, 44% of them decision makers who describe themselves as presidents, vice presidents, directors or owners.

Visitors could attend lectures focused on innovation, market trends and new product launches. The event also housed the 29th Brazilian Congress of Cosmetology, where speakers discussed a range of topics including the Aedes aegypti mosquito, which is responsible for the transmission of Zika virus as well as the chemistry to combat the spread of Zika virus.

Build Some Bonds
The FCE event included more traditional topics, too. A Mintel presentation,  “Experience is All,” detailed how multi-sensory and immersive experience is a powerful marketing tool that connects products to users through sensory experience, packaging experience and digital experience. Creating links between the senses is a powerful marketing tool because it stands out from the standard visual approaches that dominate campaigns. It encourages greater experimentation and builds an emotional bond between products and consumers to create deeper, more memorable, experiences.

According to Mintel, packaging can strengthen the user experience with real, added functionality such as measuring devices and content indicators, along with providing sensory experiences (edible and tactile). Packaging that accurately represents what’s inside in terms of sensory experience could replace in-store sampling. Wearable technology enables users to monitor their bodies, and everyday activities can be tracked as well as vital statistics and sensations. Mintel suggests that opportunities exist for smart beauty products, fragrances, fabrics and devices that respond to these measurements with appropriate and custom solutions that provide protection from the environment, enhance mood and relieve stress.

According to Euromonitor International’s special report for FCE Cosmetique, sales in several mature beauty and personal care categories have received a boost from intense format and texture innovations in their core product ranges. Format innovations are often driven by a desire to create new claims, add benefits and/or more convenient application. In this case, it is important to increase the usage frequency of a product to drive sales in a category and not merely replace a traditional format.

Supply-Side Ideas
Conference presentations give attendees ideas about what is possible, but the exhibition provides concrete examples of innovations that exist. Cosmotec presented a variety of technological and sensory experiences, including a viscous hair color wash gel that is easy to apply and drip-proof. The gel color can be customized. The Melting Makeup Remover is activated by body heat to remove makeup, including waterproof products, promoting instant, effortless cleaning. Finally, for the lips, Cosmotec promoted a gel that transforms any creamy lipstick formula into a velvety, matte version.

QuantiQ, one of the largest chemical distributors in Brazil, presented “Seasonality Beauty,” a program designed to connect global trends with consumers´ desire. According to QuantiQ, although it is less widespread in Brazil, there is a global trend in the cosmetic segment that indicates the need for developing products according to the seasons and the effects that the weather has on skin and hair. In this way, it is possible to add solutions on specific treatments for skin and hair that suffer with climate changes.

Specializing in packaging, Bemis launched SilverGlam, a bright laminated tube that provides a barrier to light, oxygen and water vapor. The tube has exceptional material memory, allowing users the total consumption of the product, avoiding waste.

Seppic and Total Special Fluids formed a partnership to develop and market special emollients to cosmetics manufacturers. The novelties were launched during In-Cosmetics Paris earlier this year. Emosmart and Emogreen are readily biodegradable alkanes produced by Total Special Fluids through distillation and patented purification processes; Seppic handles the marketing of the materials.

The inert chemical structure of Emosmart, whose origin is synthetic, and Emogreen, with vegetable origin, make these ingredients suitable for skin care, hair, makeup, sun protection, hygiene and personal care formulas. Compatible with any type of oil, these ingredients have a wide range of textures. The Emogreen line is 100% vegetable sourced, and is an alternative to silicone oils for consumers seeking natural ingredients that respect the environment.

Ashland promoted Blum- ilight Biofunctional, a material that focuses on the potential skin damage caused by “blue light” emanating from cell phones, computer screens and natural sources. It is derived from the seeds of a variety of cocoa called Criollo porcelain, from Peru. This cocoa fraction is the first of its kind that contains peptides, saccharides and polyphenols without fermenting the seeds. Its action is proven by studies in vitro, ex vivo and clinical studies.

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Daniela Ferreira
Correspondent
daniester@circulodabeleza.com.br
Mobile: 55-11-993880867

Daniela Ferreira is a marketing and communication professional in both consumer and B2B cosmetic markets. With a degree in social communication and postgraduate work in business administration, her expertise includes managing and launching products, communication planning, market studies and analysis, and identifying new business opportunities. She also has beauty blog (www.circulodabeleza.com.br), and is a makeup artist and image consultant.