Arriving at the second venue, the buzz and swarms of people created a ton of excitement! The energy of the crowd was high and numerous languages can be heard as you go through the crowd.
This part of the convention was split into 3 large floors and was also divided in countries of origin and specific areas. I also had the opportunity to attend some seminars about K-Beauty trends as well! Some of the key points discussed the current growth sectors (Teens) and the importance of K-Pop and K-Drama’s role in catapulting brands into superstardom. With an average of 800 SKUs per year, this Korean ‘pali pali’ system of fast turnaround jumps on trends and make them the leader in innovation in so many ways.
I also got to meet Van Lu, the head of BeautyStreams and Innovation Award winner, Kilala and Pinkan Tilaar of Indonesia beauty giant Martha Tilaar Group.
There were so many brands, innovators and products that it was truly overwhelming. Instead of buzzing around trying to cover all ground, I focused on booths that caught my eye and spent time learning about their brand story and products. So alas, here are some of the best innovation products and trends to highlight from this part of the show!
- From the Deep Sea (Trend) – A very strong pull towards the ocean’s mystic and powers. With a strong connection to Traditional Chinese Medicine, Asians believe there are many health benefits to ingesting these items raw, cooked, pulverized and now assimilated through the body’s largest organ skin. The cosmetics ingredients from the deep sea include Sea Horse, Jelly Fish, Abalone, Seaweed, Coral, Pearl, Sea Cucumber.
2. Organic baby products from Down Under (Product) – El8te – This is a brand new product line from Australia that has been featured all over glossy magazines and social media alike. With its irresistibly adorable packaging and affordable price, El8te is in a class of its own. Goat Milk being the main ingredient in the baby line, providing nourishing protection from head to toe.
3. Minimalist Design (Packaging) – Instructive packaging is on the up and up. Minimal light and airy design with a focus on Ingredients and Function as the anchor. The feel of the packaging is unobstructed and floats, while there is a solid base design that promised high quality ingredients and solid efficacy. This new trend in packaging gives the consumer a good feeling about the honesty, integrity and quality of the product. There are no frills and distractions to ‘entice’ the customer but just a clear presentation of what it really is.
This is refreshing, simple and the current trend for new brands as well as rebrand initiatives for existing brands for targeting MILLENNIAL consumers.
4. Hyper Local (Product) – this emerging trend comes from geo-specific ingredients that may only be available at a short time each season. These products from Latvian brand Dabba is a clear example of this. Their ingredient story is not dependent on trend forecast reports but what is only found in Latvia and its cultural significance in culture and folklore. With a connection to both the natural world and human nature, Dabba allows consumers to experience and explore Lativa through their range of hydrosols, hair products and infused oils.
Stay tuned for an in depth interview with Janis Kesa, the founder of Dabba!