in-cosmetics Annual Formulation Summit Announces Theme


The Annual Formulation Summit, an event hosted by in-cosmetics and held in London, will be held Oct. 24–25, 2018.

The Summit will cover one of the hottest trends in the industry—customization. Themed “Up Close and Personalized,” topics covered will include artificial intelligence, smart technology, personal DNA blueprints, regulations related to bespoke formulas and more.

Industry experts will explore how algorithms are driving personalization, and answer questions such as “will your choice in materials or claims make your formula more attractive to the digital assistant?” Different approaches to achieving bespoke beauty in fragrance, skin care, hair care and color cosmetics will also be addressed, as well as ways to overcome the numerous formulation challenges.

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Barbara Brockway, Ph.D., director of personal care at Applied DNA Sciences, will open the summit, inviting delegates to join in an experiment demonstrating AI in action through an app that uses a selfie to match individuals with their best anti-aging products.

During day one, “Understanding Your Consumer,” sessions will address trends in beauty personalization and how the sector is evolving into ‘consumer designed experiences.’ “Are We Now Formulatiing for the Consumer or the Computer?” will address the power and potential of the algorithm-beauty-interface (ABI).

That afternoon, TED Talks speaker Rogier van der Heide, chief strategist at Curiosity Group, will discuss “Digital Beauty Devices Translating Lifestyle Needs Into Product—Formulating the Customer Experience.”

“Value to customers is all about experience and perception. The cosmetics industry can connect with customers at so many more levels, not only delivering a functional formulation but actually engaging the customer in the creation of the product. With the data we have about the customer’s preferences, lifestyle and health, we can give them not only a better product, but also a far more valuable and engaging experience,” said van der Heide.

The first day will close with a panel discussion chaired by Jo Chidley, founder of Beauty Kitchen, on bringing creativity to personalization.

Day two will begin with a look at the challenges facing personalize hair care, innovation in customized color cosmetics and personalized beauty examined at the microbiome level. Experts will address accommodating personal ideals; sustainability; natural, clean and vegan cosmetics; halal; plastic-free and more. At the end of the summit, delegates will find out about the approaches to freshly-made bespoke products and discuss the collective results of the previous day’s interactive study.

“Our Formulation Summit fills a niche in the market for considered, deep-level educational information across the personal care industry,” said Roziani Zulkifli , exhibition manager, in-cosmetics Global. “Now in its fourth cycle, the event has grown year on year and we are building on this success in 2018 with a comprehensive program dedicated to personalized beauty. It is going to be our most interesting and informative Summit yet and delegates will leave with plenty to put into practice in their own businesses.”

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