Cosmoprof India's 2nd Edition To Toast The Beauty Trendsetters

Worldwide network for the beauty community, Cosmoprof, is all geared up for its second edition, with its coveted showcase for the beauty market in India after its two-year hiatus. The event will house stalwarts from the beauty and grooming industry in Mumbai, from December 16-17, 2021. Its India operations are helmed by BolognaFiere Group and Informa Markets India.

Launched in 2018 as a special preview, Cosmoprof India continues to offer networking and business opportunities to players across beauty and cosmetics in the business-to-business sphere. In fact, the exhibition offers attendees exposure to various beauty sectors, brands, live demos, and a knowledge forum, all under one roof. 

In an exclusive chat with Yogesh Mudras, Managing Director, Informa Markets in India, he spells what the latest edition will have in store for us, along with commenting on the overall beauty industry in India.

Excerpts:

Q. How will you define the role of Cosmoprof in advancing the beauty market in India?

Cosmoprof India represents the fourth destination of the Cosmoprof network, a 360° worldwide platform for the international Beauty community. Launched in 2018 as a special ‘preview’, the 2019 edition recorded excellent results, hosting 237 exhibiting companies from 23 countries, and 7,429 visitors from 48 countries. Over the years, we have developed a platform that brings the best minds in the beauty industry together. We provide businesses and professionals opportunities to network with peers and build partnerships. We also help exhibitors present their major breakthroughs and successful stories. In fact, the exhibition offers attendees exposure to various beauty sectors, brands, live demos, and a knowledge forum, all under one roof.

After a gap of 2 years, this year we have brought together a large number of homegrown and international beauty players to share their learnings and their growth despite the pandemic.

Q. What is different in the event this year, considering the beauty industry was significantly impacted in the past 2 years

This year, Cosmoprof India welcomes buyers including brands like Amazon, Myntra, Purplle, Marico, Hindustan Unilever, Lakme Lever, Kama Ayurveda, mCaffeine, Mamaearth and many more. For the first time after the pandemic, Cosmoprof India brings together brands, buyers, retailers and wholesalers, to guide them to discover how the domestic industry is reacting to the most innovative digital tools, current distribution channels and new consumers habits. Cosmoprof India will also host an online international matchmaking Buyer Program.

Q. How has the pandemic reshaped the beauty and grooming sector in India? What are some of the significant new consumer behaviors & patterns that you observe?

Through digitisation, most beauty and grooming brands had to adapt their offerings to the online space. Most of the shopping took place online. According to a Mintel Study, In India, 70% of Indian consumers use some kind of social media network, and COVID-19 has shifted that use from personal fun to vital means to learn, share and keep in touch. Pre-COVID-19, only 58% of internet users transacted online. Driven by need since the pandemic, in April 2020, even those reluctant to shop online -- such as older consumers (aged 55+) -- shopped more online. Online platforms are also the largest influencers for Gen Z. Online will become the main channel for new user acquisition.

According to a 2021 report by Avendus, the online personal care and beauty market in India is expected to reach $4.4 billion by 2025. The report added that beauty and personal care online shoppers are likely to go up by more than four times from 25 million in FY20 to 110 million in FY25.

The use of face masks could possibly continue even with signs of the pandemic subsiding, and therefore a lot more focus and marketing around eye make-up and nail products. Skincare and skin health will continue to take prominence.

People are becoming more conscious about the way they consume beauty and personal care, they are looking for brands that are transparent, sustainable, and care for the environment through processes like recycling and using eco-friendly materials. They are also adapting to changing times and appreciate beauty and grooming that is inclusive and not defined only by gender or skin tone or body type.

Q. What are the ways in which beauty brands are upping their game post-pandemic?

There has been a surge of D2C brands and start-ups that focus on their product formulations and the authenticity of claims. Brands have realised that as consumers grapple with changing lifestyles and incomes, high-quality and efficacious products will continue to be essential.

They also see value in sourcing local and going global, online provides them with the platform to share their offerings at the worldwide stage.

Through technology, they have developed smart solutions for customers, like accurate tests for assessing skin and hair needs, shopping via mobile apps, face scanning, etc.

Q. What are some of the future trends and developments that you are forecasting in this sector?

Narratives are overall evolving in the direction of health and how a product can contribute to wellbeing.

People are looking for products that are ‘good for you’ and enhance attributes, rather than anything over the top that comes across as inauthentic.

Businesses will continue to capitalise on digital even post-pandemic for its many benefits.

Q. What is your advice to beauty brands to bat well in 2022?

My advice to them is to focus on the promise of authenticity and find innovative, clutter-breaking solutions.

In today’s day retention of existing customers or creating repeat customers is vital, instead of focusing on new customer acquisition.