While green in the beauty business can be considered a given, it is still a swiftly moving concept. For starters, the definition of “green” beauty is fluid, with variable factors that range from products to principals to practices.
 
One of the personal care category’s biggest B2B shows—Cosmoprof North America (CPNA), set for July 24-26 in Las Vegas—will shine a light on green in the beauty business by setting the stage for brands dedicated to eco-friendly, clean, organic and natural products.
 
While Cosmoprof has been “must” for many green brands, this is the first year that show organizers are “creating a specific category” on the show floor, Daniela Ciocan, director of marketing,told Happi in a phone interview ahead of the show.
 
While there’s considerable variation in green in the personal care space, Cosmoprof’s special section will serve as a corral for what’s trending, with the most novel ideas from beauty marketers in the growing environmentally conscious market. In fact, to ensure only the most innovative products are at the event, the show’s management team worked with Insider's Guide to Spas' founder and editorial director Mary Bemis to curate what will be inside the ropes.
 
To date, some of the brands that will be taking part are Jurlique, Inci Medica, Avo365, Balanced Guru, Youth to the People and Good Clean Love, among others.
 
In addition to the new “Green Beauty” section on the show floor, CPNA’s conference series will also delve into this critical component of beauty formulation and marketing.
 
For example, “Spa Market Evolution: Green Mile Markers,” is slated for on Sunday, July 24. During this 1.5-hour session, attendees will look back at the crossover between spa and wellness that started long ago when manufacturers and spa operators. Additionally a leading spa operator at the forefront of the green spa movement will provide the background on what brands competing in this space must never lose sight of as they embark on a more eco-friendly product journey.
 
On Monday, July 25, is “The Beauty of Sustainability: More Than Green Packaging,” a conference session moderated by Jamie Matusow, editor-in-chief of Happi’s sister publication Beauty Packaging. This session will look at sustainability and social responsibility in beauty and retail.
 
Also on Monday will be “A State of Clean: Redefining Green Marketing,” during which a panel of experts will share market data trends and touch upon key topics such as marketing, selling and connecting with consumers.
 
More info: www.cosmoprofnorthamerica.com