Cossma1607-08_GB

photo: Alvibone, Shutterstock.com ent- ket- s at how epts the in- by a pro- test ns. ana- ends e of own d in con- rack that are de- and Skin y to s of can ts. nter- um- the tel’s lian ural ucts etter and orea ma- end ural s to hews metics xford ritain vice. In addition, users are matched with their Skin Twin, who shares similar genetic and lifestyle characteristics. ‘The more you scan, the smarter the device and better the advice,’ stated Marinkovich. Such devel- opments will help to shape the fu- ture of the beauty industry. Anne Aime, consultant for Aime Conseil, described the digital tools that are currently used by ingredient and packaging suppli- ers, which include websites and social networks. Coming in the next 12 months will be additional tools, such as unexplored busi- ness opportunities on the ex- tranet, mobile applications and LinkedIn. Aime Conseil’s research showed that 78% of marketing personnel are in charge of digital output, while 48% of communi- cation personnel control digital output. Very few B2B cosmetics companies have dedicated digital personnel. A further issue is that 63% do not measure the results of their digital efforts, though 17% of B2B cosmetic companies are committed to the digital tran- sition this year. Aime stressed the importance of monitoring digital acti­ vity on a daily basis. Antoinette van den Berg from ­ Future-Touch devoted her pres- entation to the emerging 3D print technology which will help com- panies to create new shapes and designs in a flexible manner. ‘This is important for the environ- ment,’ stated van den Berg. ‘Com- panies will be able to produce where the consumer is, meaning no transport costs or pollution. It will change everything.’ She also described how beauty ideals are changing away from the current plastic Barbie look to a more nat- ural approach. In particular, van den Berg sees an end to anti-age- ing products as intelligent older women adopt a more natural ap- proach to beauty. New sensory textures Twenty exhibitors participated at the Sensory Bar. A new show fea- ture with formulations sponsored by Ashland, many of them brand new, the Sensory Bar included transforming textures, novel fra- grances and state-of-the-art pig- ments, see table. □ Water is becoming the new lu­ xury as brands change the way they manufacture and formulate products to limit their depend- ence on water. Future beauty could involve products made with water from clouds and fog, while spas and salons use water- less products. Power Play is a trend that taps in- to consumers’ falling energy lev- els with beauty products that put energy claims as the forefront of their message. For example, 79% of UK adults hate feeling low on energy, according to Mintel. A partnership between Neom and sportswear firm Sweaty Betty has led to the development of a range of products designed to be used before morning exercise and post-exercise. Up next will be a wide range of beauty devices, di- agnostics and wearable sensors. The next step will be LiFi, data transmitted by light sources such as a simple light bulb, that could help power beauty apps and de- vices in areas where there is re- stricted internet access. Further developments will see companies integrating thin film electronics into packaging to allow for moni- toring and communication of storage conditions, temperature, expiration dates and product in- formation. The two panellists of the round table discussion entitled Smart Beauty and Consumer Empower- ment both launched beauty apps designed to give consumers the online tools to understand their skin and to choose the right prod- ucts. Anastasia Georgievskaya’s app called Rynkl is designed to re- verse wrinkles in a scientific way by tracking them in real time and monitoring skin treatments over time to reverse the signs of age- ing. Sava Marinkovich helped de- vise the personal OKU device to help consumers cut through the clutter of products on shelf. It measures moisture, oiliness and elasticity and acts as a ‘personal beauty coach’ to recommend products and provide lifestyle ad- Packaging with inte- grated film electron- ics communicates storage conditions, temperature, expira- tion dates and prod- uct information FUTURE BEAUTY could involve products made with water from clouds and fog FORMULATIONS AT THE SENSORY BAR Company Formulation Description Ashland Hair Pudding textured like a lemon mousse and designed to style, ­ condition and repair the hair Nikko Water Bounce combines two big trends in masks: Clay Mask a bouncy texture and clay Lucas Meyer Transforming powder to foam and gel to milk Textures Imerys Candy Floss multi-mineral exfoliating face mask in a pink colour Inolex Bouncy Mask a water gel formulation that glides on and has a soft ­ powdery finish Inolex BB Mousse looks and feels like a chocolate mousse but is used with natural silicone alternatives Technature Leaf Mask a leaf-shaped vegetal mask from plant fibres and plant extracts that can be hydrated with lotion or water and pressed onto the skin The websites of the companies mentioned can be found on the Internet – see download panel N N BACKGROUND www.cossma.com  l  47 DOWNLOADS Additional information at www.cossma.com/qr00124 Your access codes for July/August: User name: cossma8 Password: hair COS1607_46_Imogen_Sensory.indd 47 26.07.16 07:33 COS1607_46_Imogen_Sensory.indd 4726.07.1607:33

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