in-cosmetics Asia review: Bangkok show is global event

In a region that is now becoming a clear focus for big cosmetics brands, Thailand provided the perfect backdrop to in-cosmetics Asia 2012, which attracted a pre-audit figure of 5,598 visitors (figures from Storm Communications/Reed Exhibitions) over the course of three days. 3,463 visitors came from Thailand, and 2,135 delegates travelled across Asia and the rest of the world to discover innovative ingredients, formulations and an unparalleled educational programme. The event also saw 66 first time exhibitors, giving visitors access to a total of 294 exhibitors from 29 countries. It was also the biggest event yet, occupying 4,200 m2 at Bangkok’s International Trade and Exhibition Centre (BITEC).

The Innovation Zone

At the Innovation Zone, visitors were able to discover cutting-edge ingredients launched over the previous six months. Anti-ageing featured heavily, responding to the needs of Asia’s ageing demographic, as did natural and organic ingredients, sun care and skin firming. Companies including DSM with Syn-TC for skin smoothing; and Sensient Cosmetic Technologies who showcased Natpure O’ Gel V, a transparent oil thickener derived from renewable sources, all used the Innovation Zone as a launch pad for their new products. Other products in the Zone included Dr Straetmans’ Dermofeel GO soft, a natural food-approved emulsifier that converts water-in-oil; creams into soft and pleasant formulations that are easy to apply to the skin. DSM exhibited Tilamar Fix A140, a finishing hairspray which DSM says offers ultimate hold and fast drying without stickiness, despite the formulation’s increased water content. As part of the Innovation Zone, Mintel’s Vivienne Rudd delivered two Trend Presentations which covered anti-ageing, whitening, mobile technology and BB creams.