in-cosmetics Latin America focuses on experiential marketing initiatives

Published: 28-Jun-2017

New Make-Up Bar, Formulation Lab and Innovation Zone set to attract professionals from all over Latin America in event’s biggest edition to-date

Reed Exhibitions, the organisers behind in-cosmetics Latin America, has announced a programme of experiential personal care ingredients zones, which it says will entice manufacturing brands and attract more visitors to the leading personal care ingredients exhibition, when it opens its doors in São Paulo on 20th September this year.

A brand-new Make-Up Bar will join the event’s already impressive range of interactive areas, alongside the popular Formulation Lab, Innovation Zone and Sensory Bar. It is designed as an area for exhibitors to showcase their expertise in colour cosmetics and for visitors to experience formulas for eye, skin, nail and lip products, helping them to identify the innovative pigments and technologies which deliver captivating and trend-setting colour cosmetics. It completes a unique spread of interactive areas that will maximise visitor’s contact with the raw materials on show.

in-cosmetics Latin America focuses on experiential marketing initiatives

Commenting on the extended features programme, in-cosmetics Latin America’s event director, Daniel Zanetti, said: “We are delighted to be broadening the interactive offering at this year’s in-cosmetics Latin America and bringing more experiential ideas to the industry to aid their learning. It is important that we provide as many quality opportunities as possible for our exhibitors to have that valuable direct engagement with visitors. Equally, for the R&D professionals, we are enabling them to test the products and see the benefits practically and first hand, gaining inspiration for future products.”

Also at the show, aimed at R&D staff only, the interactive Formulation Lab will offer free practical training sessions for professionals looking to learn more about how to create winning formulations, under the guidance of beauty and cosmetics experts in a purpose-built laboratory on the event floor.

in-cosmetics Latin America focuses on experiential marketing initiatives

Launched last year to widespread acclaim, the Sensory Bar comprises a demonstration area where visitors can see, touch and smell innovative and unusual textures including jellies, butters, creams, powders, masks and balms. It will also display exciting exhibitor-designed formulations, many of which use transformative textures, new fragrances and state-of-the-art pigments.

The event’s most popular area, the Innovation Zone will showcase brand new personal care products that are either being launched at the show or were launched eight months before the exhibition - allowing manufacturers to gain inspiration for their future product formulations and see everything that is NEW in one place.

Another new addition to in-cosmetics Latin America, the Protection Showcase will highlight products and raw materials that have anti-aging and anti-pollution benefits along with UV protection, anti-insect products and other protective ingredients.

in-cosmetics Latin America focuses on experiential marketing initiatives

In addition to the extended experiential line-up, cosmetics manufacturers will have the opportunity to access more than 50 hours of educational content across a variety of workshops, presentations and technical seminars, dealing with topics from the latest industry trends to regulatory issues. In the Marketing Trends Theatre, leading market research houses including Mintel, Euromonitor, Kline, Beautystreams and Peclers Paris will present its latest data on a variety of subjects. Also returning to the event will be the ever-popular Cosmetics & Toiletries panel on biodiversity, assessment and regulations among other topics.

in-cosmetics Latin America will take place from 20-21 September 2017 at the Expo Center Norte – Blue Pavilion, São Paulo, Brazil. For more information visit and register to attend for free.

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