New features build on success for China event.

PC: How are you looking to build on PCHi 2010? What will be new this year?

DC: PCHi 2010 has well established and elevated its value in attending to the ingredient sourcing needs of the industry, and the event in 2010 has grown in terms of exhibitors and visitors, both locally and internationally. Our core objective is to provide a highly effective face-to-face platform for industry players to interact, exchange and attain their strategic and commercial goals via quality exhibits and beyond. That’s why at the 2011 event, many new features will be launched at the show to further amplify the value that we can bring to the industry. Some of the new features include: Casa Elegancia, or the “House of Elegance” – will be housing the top leading manufacturers of cosmetic, personal care and homecare products in China, enabling them to effectively capitalise on the PCHi platform to source for their formulation needs and to meet existing and new suppliers from China and worldwide, all under a conducive, elegant and private environment specially provided by PCHi. Participants at Casa Elegancia include L’Oreal and Unilever. PCHi 2011 will be staging the first ever “China Personal Care Award”, co-organised by Reed Sinopharm and Ringier. The awards aim to provide recognition for products in the following categories: Most Innovative Ingredients, Most Innovative Formulating & Processing Technology, Testing & OEM/ODM services, and Packaging & Equipment. Participation is not limited to exhibitors but is open to all companies in the industry. In order to provide the most up-tospeed market intelligence to the industry, PCHi 2011 will be featuring the “Mintel Intelligence Lounge”. This collaboration with Mintel, the worldwide provider of market intelligence, will see special elements at the “Intelligence Lounge” and allow audience to try out six of the world’s most innovative products, specially chosen by Mintel’s head researcher for the Asia Pacific region. In addition, PCHi 2011 will bring to the industry a range of new exciting conference themes and topics, addressing the most sought-after and perhaps even controversial area of personal care arena. There will be two new conference sub-themes under the Technology conference track – “Earthfriendly Formulations” and “The Macho Side of Personal Care”.

PC: Who is the event aimed at, in terms of the personal care market?