Exhibitions capitalise on renewed appreciation for human contact

The natural, clean beauty trend has been steadily growing for a while; however, acquiring mass resonance and becoming deeply relevant to millions of people in a matter of months, takes it from a trend to a mass lifestyle shift.

Before, we chose healthy, clean skin care products because we were aligning to a "it’s good for you" trend; now it’s a life necessity. According to Michael Nolte, Creative Director of trends and market research leader Beautystreams: ”Clean beauty pays off on a number of levels, not least in today’s context, in which consumers associate 'clean' with 'safe'. As a result, clean beauty is growing at lower doubledigits, while traditional formulations are declining at a similar rate.”

A Renewed Appreciation for Human Contact Organized by Informa Markets - Beauty, China Beauty Expo re-opened last week with over 90% of initial exhibitors present and an unexpected 20% increase in visitors registration compared to last year. The refreshing data, along with the feedback from show attendees, offers a positive outlook for the rest of the global B2B beauty industry in-person events, including BeyondBeauty Americas – Miami Beach (4-6 February 2021).

According to Claudia Bonfiglioli, general manager, Informa Markets - Beauty: “Our team has gone to extreme lengths to ensure the safety of our show participants and to optimise the show setup for all business interactions within the new health guidelines, while maximising the business opportunities for attendees both in person and digitally. We were overwhelmed by the incredibly positive response from our industry and we continue to be dedicated to an excellent customer experience and providing a safe and profitable platform for our clients to learn, network and expand their business."

Beyond the usual business measures of reducing costs, moving towards ecommerce and pushing crisis-relevant beauty products, the most innovative minds of the industry have been rethinking product development, supply chain, ingredients and fulfillment processes in order to adapt. From realigning their product development and manufacturing with the products most in demand (like sanitisers), to re-vamping their ecommerce and reinventing their shipping and delivery options, many companies have turned the disruption into a growth opportunity.

To find out more about Beyond Beauty Americas, visit: www.beyondbeautyamericas.com