Milan in-cosmetics show reports 6,850 attendance

Milan in-cosmetics show reports 6,850 attendance

This year’s in-cosmetics show saw Milan’s Fiera Milano Rho exhibition hall full to capacity with a mass of professionals looking to source the newest products and latest developments from the world’s cosmetics and personal care industry.

This year’s in-cosmetics show saw Milan’s Fiera Milano Rho exhibition hall full to capacity with a mass of  6,850 professionals looking to source the newest products and latest developments from the world’s cosmetics and personal care industry. With a third of these visiting from  Italy, the annual show was undoubtedly a hot topic within the Italian beauty industry.

During the three day event from 29 – 31 March, 560 local and international exhibitors welcomed crowds of visitors, making this year’s event by far the largest attended outside the flagship show in Paris. Stand space was pushed to a massive 10,987m², making the event quite literally the biggest in in-cosmetics’ history.

Visitors were clearly impressed with the buzzing atmosphere palpable on the show floor from the moment the doors opened. Cliff Lamb, visiting from Avon Cosmetics, commented: “For me, this is the most important event of the year. It is a great chance to be introduced to companies in the industry that you might not normally see. The show seems busier this year, and has been really useful in catching up with the industry and sourcing new suppliers.”

Also commenting on the ambiance, Dr Kazuyuki Miyazawa, Researcher from Shiseido Co Ltd added, “This is our third time visiting the show from Japan and we have been really impressed. We were keen to learn more about bioproducts, sustainability and European trends in general and the show has been the perfect opportunity for that. We have met several interesting companies who we will definitely be contacting again.”

Alongside a host of key industry players such as BASF, ISP and Lubrizol, in-cosmetics also provided a platform for over 70 first-time exhibitors looking to launch their products to the high calibre visitors in attendance. Among them was Henrik Schmidt, CEO from Biovelop, who commented: “This is our first time at in-cosmetics and the show has been invaluable in allowing us to speak to a great number of visitors from across the industry. We decided to launch our new product, Avena Care, here and we have been able to meet many potential distributors—it has been a great experience.”

Always a popular addition to the program, the Innovation Zone was brimming with creativity this year, bringing together 70 ingredients launched at the show or in the last six months. The new Innovation Zone Best Ingredient Award saw a selected number of exhibitors go head to head with their Innovations, judged by an independent panel of experts. In the end, Lipo Chemicals beat off stiff competition to win with its unique Liposhield™ HEV Melanin technology.

The in-focusfeature explored the challenges in the development of sustainable cosmetics, from new concepts to sourcing, formulation, industrial processes and packaging while the new Sustainability Gallery highlighted 12 sustainable innovations, initiatives or policies developed by leading suppliers in the industry.

As always with in-cosmetics, the Regulatory and Innovation Seminars, Marketing Trend Presentations and Formulation Workshops were also packed with manufacturers and suppliers looking to equip themselves with the latest industry information. New additions to the program were the Scientific Seminars bringing hugely topical discussions in Nanotechnology, Biotechnology and Skin-ageing.

The event was also a hub of networking activity, and not just at the exhibitor stands and seminar theatres. The online community tool CONNECT launched this year proved an invaluable way for visitors and exhibitors to communicate pre-show and arrange meetings. Live Twitter feeds broadcast at different locations across the show floor, provided the perfect platform for companies and individuals to instantly publicize their show activities.

Speaking of the show’s success, in-cosmetics Group Marketing Manager Cathy Laporte commented: “The wide range of educational features and exhibitors, not to mention the thousands of visitors that descended on Milan, have really placed us once again at the forefront of the personal care ingredients market. With the cosmetics and beauty industry expected to grow 8.5 percent by 2014, the show looks set to be a hit once again next year.”

In-cosmetics 2012 will take place on 17-19 April in Barcelona, Spain in Hall 2, Gran Via, Fira Barcelona. For further details about in-cosmetics, visit

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