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CEW Stages 2011 Beauty Awards Product Demo

By: Nancy Jeffries
Posted: March 16, 2011
CEW

CEW president Carlotta Jacobson tests products at the 2011 CEW Beauty Product Demo.

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Discernible trends appear at each year’s event, and Jacobson discussed some of the notable ones now taking place in the industry. “Every year we look at growth areas, determining what’s selling and what isn’t,” said Jacobson. She noted several trends at the Product Demo’s Media Presentation, saying skin care and anti-aging continue to be strong [also noted by industry analyst, notably Euromonitor International, whose reports are available at www.gcimagazine.com/marketstrends/segments/skincare] as well as hair with added benefits, (including shine and strengthening) and novel application (including foam format hair color application). In addition, longer lashes, with attention focused on serum-infused and lash-lengthening mascaras, is an area that continues to see development and innovation [which will be discussed in Euromonitor International's April 2010 issue's contribution to GCI]. There was also a trend toward application efficiency, featuring products that come packaged with built-in tools such as scrublets and applicators.

Jacobson also addressed today’s digital world, saying, “Technology is being used to let people know where these products are and more technological applications will come out to let consumers know where the products they seek can be found.” [a focus of a January 2011 CEW event] She emphasized the importance of cosmetic application, noting that many women are still not sure about which product to apply and in what order, for example, does the serum come first, followed by the moisturizer? “There are so many products out there that it is still important for consumers to [be educated on how to use a product type],” she said.

Finally, the natural and ethically sourced and sustainable trend is significant, and each year there is a noticeably greater effort to support local communities, populations and raw material sources, with sensitivity and reciprocity. She cited Givaudan as a company that is spending more time with natural and ethical sources, working with and giving back to the communities in which they cultivate and harvest ingredients for fragrance formulations.

Jacobson acknowledged NPD, which works with CEW to define the categories and vet all the new products, with the exception of the Eco Beauty Award, which is vetted by the global organization, The Natural Step.

In addition to Givaudan, Jacobson recognized sponsors Allure, CVS/pharmacy, Crest 3D White, Veet, Medicis, QVC, Beauty Inc., HauteLook, Arcade Marketing, The Royal Promotion Group, HBA, MaCher, Albéa, Rpr Marketing Communications, Hydroxatone, Script to Screen, Wells Fargo, KraftWorks, Consultancy Media, Barefoot Wine & Bubbly, Tonnie’s Minis, Suite K, Raw Media, Lifeminute.TV, Proof 7, NPD and Ernst & Young.