Trade shows offer retailers, distributors, beauty brands and suppliers the unique opportunity to come together, make new relationships, foster collaborations and get inspired. Therefore, what better way to get attendees of the upcoming Cosmoprof North America (CPNA) fired up for the July 28-30 event in Las Vegas than to showcase what’s hot right now in the industry beforehand?

The largest B2B beauty exhibition in the America hosted a sneak-peek press event on May 14 at The Italian Trade Commission in New York City to preview the CPNA annual trade show, which takes place this month in Las Vegas. Editors had the chance to discover the newest beauty trends and products directly from CPNA exhibitors across the globe who highlighted their best products and what’s on trend in the packaging market overall.

“Today’s consumers seek out sustainable packaging, with strong attention on design and materials. Packaging must be recognizable, it has to express the values of the brand, which is why it’s important for companies to pay attention to the latest trends before creating their packaging,” Enrico Zannini, general manager, BolognaFiere Cosmoprof, Italy, told Happi in an interview. “Companies should also be aware that while customers may buy products on e-commerce websites, they often test their product in drugstores or retail stores. This means that the design should be conceived thinking about the rules of delivering services.

“One of the easiest ways to source new technologies and products by far is through exhibitions, as buyers can find all kinds of solutions under the same roof. This is why Cosmoprof North America has achieved such success over the years,” he said.

The exhibiting companies at the sneak peek represented all of CPNA’s main sections: Cosmetics & Personal Care, Professional Beauty and Cosmopack (the “show-within-a-show” dedicated for the entire beauty supply chain).

Introductions for Summer 2019 span from hair styling products made in the United States with breakthrough technology to anti-aging beauty products from Poland that reflect skin health.  For example, HCT Group will be “wiping the slate clean” during Cosmoprof Vegas 2019, with a focus on green ingredients, sustainable packaging and key stories that are pulled straight from the root of nature as they set the stage for their 2020 campaign. 

“This year, in Vegas, we will be showcasing our theme in a very unique way that will allow our customers to experience our campaign as we build up to next year’s big reveal. Our approach to clean beauty will be artistic and unique and unlike anything people have ever seen before,” said Carley Propst, public relations and marketing manager, HCT Group.

HCT has expanded its offering under its EMA program to include components and materials from three different categories; DFR (Designed for Recycling), PCR (Post-Consumer Reclyced), and BIO (Bio-Sourced). During Cosmoprof Vegas, HCT will be showcasing its Vero Compact and 100% PET Lipstick, which are both mono-material components that have been optimized for recycling in current waste streams.

Also, at the show, HCT will debut a tinted moisturizer that features root extracts that improves skin smoothness and hydration while balancing sebum production. In addition, this tinted moisturizer provides color correction and a matte finish that leaves the skin looking fresh and balanced, said Propst.

Additionally, making its debut at CPNA this month is Veriphy Skincare. This Canadian-made and cruelty-free beauty range is powered by nature and backed by science, according to the company. Veriphy harnesses the power of PhytoSpherix (phytoglycogen), a breakthrough material extracted from plants that delivers impactful clinical results. Veriphy utilizes this natural ingredient to replace synthetic and animal-derived alternatives while delivering superior performance and aesthetics.

And, what would be a beauty show without the celebrity factor? One buzzworthy element to the event was the announcement of Formawell Beauty X Kendall Jenner. While the famous Kardashian family member wasn’t present at the preview event, information was shared about this line of hairstyling products. 

CPNA is July 28-30 at the Mandalay Bay Convention Center in Las Vegas. More info: https://cosmoprofnorthamerica.com