event reportcosmoprof asia T Asian & European brands … · ago, it expanded into mainland China. ... Paw Paw Lip Salve and a baby care range. All ... five skin care ranges, ...

64 SPC February 2017

market entry. Valcena’s Export Director,Kostadin Pramatarov, said that the brand’sbestseller across all its Asian markets is theNatural Rose Absolue range. At Cosmoprof Asia,meanwhile, Valcena introduced its latest skincare launch, the anti-ageing Nutrition Absoluerange.The German pavilion this year featured some

50 exhibitors, including big salon C&T nameslike Klapp, mbr cosmetics, JanssenCosmeceuticals and Jean d’Arcel, and massmarket beauty brands such as Kneipp,Hormocenta, frei öl and Herbacin. German exhibitor Kneipp was founded over

100 years ago and its products are distributed in25 countries across the world. The brand isespecially popular in Japan (where Kneipp hasbeen available since 1985) and there are aroundten beauty products that are exclusivelyavailable in Asia. The company developed agrapefruit hand cream especially for itsJapanese customers; other Asia-specific Kneippproducts include a rose-scented version of itsclassic body oil. A particularly successful range isthe Gute Nacht (Good Night) bath and bodycare range, which in Japan is sold under theGerman-language range name. Surprisingly enough, considering how

prominent the brand is in Asia, Kneipp was afirst-time exhibitor at Cosmoprof Asia 2016. InJapan, Korea, Hong Kong and Taiwan, theKneipp products are sold in drugstores and

The 2016 edition of Asia’s mostimportant C&T trade show wasbigger and more successful thanever. According to organisers UBMAsia and BolognaFiere, a total of

2,698 exhibitors from 49 countries attended thetrade fair. Over the last decade Cosmoprof Asia has

grown so much that the organisers decided tosplit the 2016 trade show into two parts: theAsiaWorld Expo Centre (AWE) out near theairport focused on packaging, machinery,ingredients and OEM, while the trade show’straditional venue, the Hong Kong Convention &Exhibition Centre (HKCEC), played host toexhibitors and companies offering finishedcosmetics. Some 732 companies exhibited at AsiaWorld

Expo. The overwhelming majority of exhibitors,however, were found at HKCEC: 1,966companies and brands from 49 countriespresented brands, new product launches andcutting edge beauty trends. There were 24national pavilions in total, including two newpavilion attendees, Latvia and Bulgaria.In order to allow visitors enough time to

attend both parts of the fair, the duration wasextended by one day: the AWE show took placefrom 15-17 November while HKCEC opened itsdoors from 16-18 November. A total of 76,818trade visitors from 129 countries and regionsattended Cosmoprof Asia 2016, an increase of21% compared with 2015.

EUROPE FLIES ITS FLAGSEuropean beauty brands, especially productsfrom Western European countries, are verypopular in Asia. And traditionally, these countrieshave a strong presence at Cosmoprof Asia. France was one of the biggest European

exhibitor countries at Cosmoprof Asia in 2016with more than 100 beauty brands andcompanies. Ingrid Millet is a long-standingCosmoprof exhibitor; the French salon brandentered its first Asian market – Hong Kong –back in 2000. Today the brand operates around40 salons in the country and around ten yearsago, it expanded into mainland China. Its latest launch is Dr. Ingrid Millet, a

cosmeceutical product line developed specificallyfor the Korean market. Designed to be usedafter aesthetic surgery treatments – Korea is oneof the top Asian countries for plastic surgery –the range includes 12 face care products, ashampoo and a conditioner. All products areformulated with PDRN, a regenerative substancefound in salmon DNA which is said to havesuperior skin-healing properties.Another French salon brand popular in Asia is

Valcena. Valcena’s first Asian markets wereJapan and Korea back in 2013, followed in quicksuccession by Taiwan, Malaysia, Singapore andVietnam, with Thailand as the most recent

In 2016, Cosmoprof Asia split into twoseparate shows, with finished cosmeticsshowcased at the event’s traditional HKCECvenue. Annemarie Kruse visited the HKCECto discover what brands from Asia and acrossthe globe think leading trends will be in theAsian beauty market in 2017

event report cosmoprof asia

Asian&Europeanbrandsexcite

European brands,including Frenchsalon brand Valcena,were out in force atCosmoprof Asia 2016

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cosmoprof asia event report

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candles and reed diffusers. The brand is alreadyactive in China and Taiwan – it was a third-timeexhibitor at Cosmoprof Asia – and is currentlylooking to increase its distribution the AsiaPacific and Southeast Asian regions. Heyland & Whittle’s Sales Representative

explained that reed diffusers tend to be morepopular than scented candles in Asia – this isnot really surprising considering that SoutheastAsia, for example, has a tropical climate andcandles would simply melt in the intense heatand humidity – and that their most popularfragrance lines were refreshing, citrus-scentedvariants, such as the Earl Grey tea range or theClementine & Prosecco range.Baylis & Harding, also from the UK, was at

the trade show for the second time. LikeHeyland & Whittle, Baylis & Harding’s regionalbestsellers are the fresher, citrus andherb-dominated fragrances. Export SalesManager Emelyne Bradley said that BlackPepper & Ginseng and Sweet Mandarin &Grapefruit are the company’s most popularranges in Asia.

ALL ABOUT KOREA Unsurprisingly, Korea was one of the mostprominent exhibitor countries at CosmoprofAsia, with some 460 companies exhibiting atAWE and HKCEC. The line-up of companies at HKCEC in 2016

was an interesting mixture. Besides well-knownbeauty brands, such as mask manufacturers SNPand Skin Leader, Hankook Cosmetics, TheSkin, The Yeon, Ettang and Dr. Althea,exhibitors also included mass market giantsHolika Holika and Blithe, both first-timeexhibitors, and organic beauty brandsAromatica and Whamisa, which were also atCosmoprof Asia for the first time in 2016. Holika Holika presented some of its new best

selling product ranges, such as the Gudetamaline. Sanrio character Gudetama – a depressed-looking egg yolk – is enormously popular inAsia right now and Holika Holika’s Gudetama-

Korea’s Blithe is bestknown for its splashmasks (left), whileexhibitor Snow Fox(below), anAustralian-Taiwanesebeauty brand, was anew launch in 2016

perfumeries; in mainland China, however, thebrand is primarily sold in spas. Kneipp’sInternational Business Director, JürgenNeumeier, said that Southeast Asia is now thenew focus for the brand, as is the Korean market.Scenting the home with fragrances has a long

standing tradition in Asia. Incense sticks, coilsand other aromatic woods are burned forreligious purposes, in temples and shrines, for example, but also in private houses, storesand restaurants. And European home fragrance brands are

popular, even in sub-tropical Asian countrieslike Singapore, Malaysia or Vietnam. Among thehome fragrance manufacturers present atCosmoprof Asia were two companies from theUK: Heyland & Whittle and Baylis & Harding. Heyland & Whittle was founded in 2003 and

the company’s portfolio includes a wide rangeof different home fragrance formats, such as

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protection products. Whamisa’s hydrogel andkelp face masks are trending particularly stronglyamong US and European bloggers, and thismonth the brand will attend Europe’s biggestorganic beauty trade show, Vivaness 2017.

ASIA PACIFIC POWERUnsurprisingly, Cosmoprof Asia is also thebiggest C&T trade show for the Asia Pacificregion, including Australia, which has a countrypavilion each year. In 2016, there were many returning

exhibitors – like organic rosehip oil brandKosmea. Kosmea was founded around 20 yearsago and it is a long time Cosmoprof Asiaexhibitor. In 2013, the company expanded intoJapan and its skin and body care products arealso available in Hong Kong. Organic Island was another Australian

naturals brand. A first-time exhibitor at thetrade show, the company was founded in 2006and the product line-up includes five skin andbody care products, including the bestsellingPaw Paw Lip Salve and a baby care range. Allproducts are based on aloe vera leaf extractinstead of water, and are certified by theGerman BDIH and the Australian ACO. Taiwanese premium face mask manufacturer

MasKingdom was also at Cosmoprof Asia 2016.MasKingdom was founded in 2012 and sincethen, the company has steadily expanded itsinternational retail presence. MasKingdom’sluxury face masks have a strong Taiwanese vibe;most of the ingredients are sourced in Taiwan,the face mask packaging was designed by localartists and several mask ranges are dedicated toTaiwan’s various Aboriginal tribes. And Australian-Taiwanese niche beauty brand

Snow Fox launched in Hong Kong inNovember 2016. The range includes threeproducts, a gentle cleansing foam withpeppermint oil, a detoxing sheet mask and amoisturising lotion made with ginseng extract. Thailand is another strong Cosmoprof Asia

exhibitor country. Like Indonesia, Thai brandstend to have a strong spa cosmetics focus andthis year the line-up of exhibitors was noexception. There were a number of new spabrands, like Ryn Spa Cosmetics.Ryn was founded in 2015 and was a first-time

exhibitor at Cosmoprof Asia 2016. Ryn operatesits own spa on Phuket island and many of thebrand’s products are manufactured withtypically Thai ingredients, said Sales ManagerPintusorn Thongtan. The line-up offers 24 skusof spa-oriented body care products withAsia-themed range names like Tropically MaePing and Bali Lush, but there are also productlines named after European holidaydestinations, like Woodland of Versailles orMadrid Mercado.Cosmoprof Asia 2017 will take place from

14-17 November 2017

branded range, which was launched in June2016, is doing very well indeed. Blithe is best known for its ‘splash masks’ –

highly concentrated liquid masks that are dilutedwith water and then splashed onto the face – andthe Pressed Serum range. Blithe’s most popularPressed Serum is the Tundra Chaga variant,while the best selling Patting Water is the greentea version. In early 2017 there will be severalnew launches, including a hand cream range, acleansing water and a BB sun cream. Organic cosmetics are becoming very popular

in Korea; over the last decade a number ofnatural-inspired beauty brands were launchedin the Korean market. However, there are fewranges that have European-standard organicingredients and even fewer carry organiccertifications. Two certified organic brands wereat Cosmoprof Asia 2016. Aromatica was foundedin 2002 and has a strong retail presence inKorea: the brand’s products are retailed inlarger Olive Young, Boons and LOHBS storesin Seoul, and in various online stores. Theproduct portfolio is large; the line-up includesfive skin care ranges, four hair care lines and asun protection range. Aromatica also has an e-commerce shop in the US and is currentlypreparing for a market entry into Europe.ENS Korea’s Whamisa brand was launched in

2010. For the first few years, distribution inKorea and internationally was rather patchy. Thebrand’s products are certified by Germany’sBDIH and France’s Ecocert, and the 40-skuportfolio comprises skin care, body care and haircare, men’s products, baby care and sun

event report cosmoprof asia

REED DIFFUSERSTEND TO BE MORE POPULARTHAN SCENTEDCANDLES…SOUTHEAST ASIAHAS A TROPICALCLIMATE ANDCANDLES WOULDSIMPLY MELT IN THE INTENSEHEAT

Focus on JapanJapan was Cosmoprof Asia 2016’s Country ofHonour and the line-up of Japanese brands wasimpressive: 90 exhibitors presented their latestlaunches. Companies included big names likeNature Lab, manufacturers of the Moist Diane haircare range and men’s care brand Maro. Eyelashand eye make-up specialist Dup was a returningexhibitor, as was Araki Tsusho, the companybehind popular drugstore make-up brands likeHeroine and Sailor Moon cosmetics. There were also several regional and natural

beauty brands, like Chulala from Okinawa whose products are based oncoral water. And organic niche brand InEarth from Hokkaido was also atthe show, as part of the Sapporo Chamber of Commerce & Industryexhibition booth. Sapporo is the capital of Hokkaido, Japan’s mostnorthern island, and the Chamber of Commerce showcased six regionalbrands, including InEarth, which won an award at the 2016 NaturalProducts Asia Awards in Hong Kong. Another interesting brand was Miyuki from Kyoto, a returning exhibitor.

As one of the brands in Cosmoprof Asia’s Emerging Beauty section, Miyuki– which manufactures a particularly exquisite luxury facial cleansing soap,Black Paint – showed its new six-sku skin care range, which includes twoluxury face oils manufactured with German blue camomile extract, andgold flakes and platinum flakes respectively.

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