Event Report: Natural Personal Care Products and Global Beauty Conference

Event Report: Natural Personal Care Products and Global Beauty Conference
Chicago, IL, June 14-16, 2004

Natural Personal Care Event Integrates Marketplace

Just under 100 personal care executives from around the world attended the 3rd annual Natural Personal Care Products and Global Beauty Conference, held in Chicago, IL on June 14-16, 2004. The event represented a perfect blend of marketing, regulatory, and product development/R&D content, as well as an interesting mix of both natural products companies and executives representing every other area of the personal care market. Produced by Chemical Week and co-presented by Green Marketing and Clinical Results, the presence of this unique conference is indicative of a growing trend toward providing natural products content, a segment currently doing $4.6 billion in U.S. sales. Nor is it a surprise that events such as HBA, International Cosmetics Expo, and Ex-Tracts now regularly feature speakers who are well versed in natural-oriented marketing and scientific issues.

Despite a bit of turbulent Chicago weather, which made it difficult for many attendees to arrive on time, the event began auspiciously with co-presenter Clinical Results and the company’s president, Dave Pollock, who provided an insightful two and a half hour workshop entitled, “Creating a Higher Success Rate for New Product Roll-outs.” Darrin Duber-Smith, president of Green Marketing, followed with another in-depth discussion focusing on applying his proprietary strategic marketing planning process. These two workshops set the tone for the integration of both marketing and product development related plenary.

One of the most notable things about the second day was the presence of Global Cosmetic Industry Magazine(GCI) publisher and editor Karen Newman as moderator, illustrating a clear interest in the fast growing natural category across several media outlets. GCI’s parent, Allured, also produces the International Cosmetic Expo (ICE), a trade show that is also stepping up its level of natural content and is held every February in Miami. The keynote speech by president Jeffrey Light of recently acquired Jason Natural Cosmetics provided an exciting spin to the morning, as Hain-Celestial, a major player in natural foods with over 30 brands, has purchased a non-foods company for the first time. After noting recent deals involving acquisitions of Burt’s Bees, Avalon, and Doctor’s Dermatologic Formula, one can’t help but wonder: “Is more consolidation on the way? “

Mark Howard of Tri-K then discussed the nuances of creating active fractions extracted from brown algae, a process that optimizes the bio-availablity of calcium. After Green Marketing’s take on current natural personal care market trends, the Organic Trade Association’s(OTA) Executive Director Katherine DiMatteo gave the audience an in-depth presentation on the “organic” segment of personal care and specifically the OTA’s “organic task force,” whose mission is to establish agreed-upon industry standards for organic personal care products, an area currently lacking government definition. Sergio Nacht, of Riley-Nacht, identified several novel ingredients for anti-aging skin care and Blanca Gomez of International Specialty Products (ISP) discussed advances in UV protection. The day ended with an overview of several fruit-derived ingredients by supplier Bio-Botanica and an in-depth look at Federal Trade Commission advertising compliance by Jeff Hilton, of Integrated Marketing Group.

Cosmetics and Toiletries Editor Laurie DeBerardino moderated the second day, which concluded just after 1pm on the 16th. In the early morning, patent attorney Mark Pohl provided his insight on protecting intellectual property, ISP manager Ray Rigoletto discussed hair care, and Bio-Zone Laboratories’ Brian Keller identified new developments in aging skin. David Steinberg, of Steinberg and Associates, analyzed the relevance of international chemical regulations, and finally, Natural Business Consulting Group’s Marc Warsowe shared his adventures in natural oral care.

It is indeed exciting to see the overall level of integration between the traditional natural players and mainstream organizations looking to develop products that afford the most attractive growth opportunities and Return on Investment. Overall, the event afforded a variety of networking opportunities and will probably become even more relevant as both it and the natural personal care industry continue to grow.

Darrin C. Duber-Smith, MS, MBA, is president of Green Marketing, a Colorado-based strategic planning firm offering marketing planning and marketing plan implementation to natural products companies in all stages of growth. He has 15 years of specialized expertise in the natural products industry and is currently an adjunct marketing professor at Metropolitan State College’s School of Business in Denver, CO. He can be reached at [email protected].

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