“In November 2016, I was lucky enough to be able to attend one of the world’s biggest beauty trade fairs in Hong Kong – Cosmoprof Asia. The expo ran for five days across two venues and showcased the products and brands from over 3,000 exhibitors from all around the world. Everything from skincare, cosmetics, beauty equipment etc. was exhibited and it was an unforgettable experience. The exposure to what is happening around the world and key trends in the beauty industry was invaluable. Here are just some of the weird and wonderful trends that emerged. I hope you enjoy reading about some of my take outs from the trip.”
ANGELA SHEPHERD - COSMETIC & FRAGRANCE CATEGORY MANAGER, MALOUF PHARMACIES
There were literally hundreds of suppliers and manufacturers of masks from all over the world. From sheet to silk, mud to Bio Cellulose. There were masks for feet, breasts, neck, chin. Cooling masks, heating masks…the list goes on. This trend was everywhere and this is really evident by the amount of masks sold in beauty outlets across Hong Kong, with most stores devoting entire walls to hundreds of different types of masks.
02. PLANT STEM CELL SKINCARE
This is a big breakthrough in the industry with most companies being either Korean or Japanese. These brands believe that the secret to better looking skin lies in the actual stem of the fruit or plant – they believe this is where the life source is.
03. AMPOULE OR VITAMIN SHOT SKINCARE
Another big trend that we are starting to see in Australia. Clarins are set to launch a series of Vitamin Boosters which are added to your daily skincare to give it an extra ‘shot’ or ‘boost’.
04. WHITENING & BRIGHTENING
The Asian beauty customer is a huge fan of lightening and brightening their skin. From supplements to masks to high-tech creams, this is a HUGE trend overseas. Out of 3,500 exhibitors I did not see ONE exhibit around self tan, but hundreds devoted to the whitening or lightening of skin.
05. CUSHION SKINCARE
We have seen the explosion of the cushion foundation trend in Australia, but get set for the cushion skincare trend. Think of it like a BB cream, but with added skincare benefits. These are all over the beauty stores in Hong Kong and come in the cutest packaging.
06. SKINCARE WITH UNUSUAL INGREDIENTS
Horse Placenta, Royal Duck Egg Yolk, Birds Nest, Snail Mucus, Sea Horse Oil – these were just some of the unusual ingredients we found (some of which were quite disturbing). But look out for our Timeless Truth Masks, which will have some unusual ingredients of their own (we promise nothing that has harmed an animal at all though). At Malouf, we are not about to start selling skincare made from Sea Horses – I can promise you that!
07. MUD & CHARCOAL
This trend is still very much alive and we are very interested in a brand from a village in Korea, which is famous for its natural mud that has healing properties. This mud is so sought after and revered that it has its own Mud Festival every year.
08. UNUSUAL PACKAGING/CONCEPTS
I was amazed by two really fantastic products from Korea – a Lychee Washing Bubble which is like a rubber bubble that foams and gives a deep down clean, and a real egging cream mask, which is an overnight mask with the cutest packaging.
What is Cryotherapy I hear you ask?Freezing fat basically and this was absolutely EVERYWHERE.
We watched a live demonstration of a lady having her broken capillaries lazered off. It was all very James Bond, but laser is the way of the future for high end beauty. There were literally hundreds of machinery manufacturers at the fair utilising this technology.
11. SKINCARE PACKAGING WITH BLING
High shine, jewel encrusted, metallic etc. You name it, we saw it.
This article first appeared on Malouf Pharmacies Blog.
So you have this brand/product that you love like your own child and you feel you have been working 24/7 to get attention. You have invested lots of money and time in packaging, typing up posts, sharing the products with friends, meeting with retailers and distributors and you feel you are still not getting any traction. What do you do next?
The growth of social media has given rise to influencer marketing, now one of the fastest growing categories in advertising and projected to be a $5-10 billion market by 2020*. A larger percentage of the advertising dollar being invested into this component of the marketing mix naturally means greater pressure on marketers to deliver meaningful results from this medium. There is now an emphasis on conducting due diligence when planning your influencer campaigns, especially around your influencer selection, and in particular their followers.