Cossma 7-8/2013

onto the red carpet with the brand’s new international face, Ursula Carven. But expectations keep growing, and the products have to respond to them. The best sector in this respect is skin care products. Effective facial care, with demonstrable efficacy, has for years been one of the strongest grow- ing product categories. This year a new generation of shampoos also caught the attention and is filling a gap. Men’s grooming has now become almost saturated with modern prod- ucts. International niche brands and special products such as shaving care for women, eyelash extensions, and even natural BB creams, make it clear by how much the available range of products is growing. Natural active ingredients are now no longer trade secrets of those mak- ing natural cosmetics. Vivanesse, the leading natural cosmetics exhibition in Nuremberg, clearly announced the wide range of actives and other ingre- dients available. This wide range of ac- tives needed across the skin care busi- ness – plant-based stem cells, mar- itime collagen, biological ingredients, and exotic actives from around the world – shows what modern natural cosmetics can now achieve. Natural cosmetics are expected once again in 2013 to be a growth mar- ket within the beauty sector. And yet, as we have said, the demands are growing. But where are the boundaries of what is possible? The answers to this, and many other questions with re- gard to sustainability, will be given at this year’s Natural Cosmetics Confer- ence which takes place in Berlin on September 24th and 25thth . For a long time natural cosmetics have been free of the “Green/Eco” image. In the German market, the biggest in Europe and second biggest worldwide, the demands placed on manufacturers by consumers are constantly increasing. Today it is expected that a natural cosmetic product not only offers a good emotional feel, but also offers real functional benefits for the consumer. S ustainability is a subject that is taking on ever-increased signifi- cance across the whole cosmet- ics industry. The natural cosmetics market now however needs strong brands and a strong brand image. An important part of this is the subject of credibility: only those products that offer genuine sustainability and natu- ralness also have the opportunity to attract the attention of young, urban consumers. To bring natural cosmetics to the status of a trendy option means new challenges for the brand manage- ment. Nowhere are changes in consumer behaviour with regard to cosmetics more clearly seen than in show busi- ness and fashion. Natural cosmetics is now a feature of every film festival and every fashion week. For example, this year, at the Cannes festival, a classic natural cosmetic was given some expo- sure: the Logona pioneer brand, origi- nally sold only in health-food and eco- logically friendly shops, made its way Elfriede Dambacher atural Cosmetics Publishers Dortmund, Germany ed@naturkosmetik-verlag.de www.naturkosmetik- branchenkongress.de www.naturkosmetik-verlag.de photo: Inga Ivanova, Shutterstock.com There is hardly any fashion show today where the mod- els are not made up using natural cosmetics CerapartsANTIA www.systemkosmetik.de Markets Natural means stylish COS1307-8_25_Dambacher_GB_COS1306_26_Dambacher_D 26.07.13 11:30 Seite 25

Cossma 7-8/2013

Pages