The Society of Cosmetic Scientists promotes education, research and collaboration to advance the science of cosmetics

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Tuesday 16 June 2015 - RDG Wales & West

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'Cosmetic Trends: Steering the Desires through Regulatory Seas'

Dr Theresa Callaghan (Callaghan Consulting International)

‘Trend Setters’ distributors / trends / speed round

Venue for all the above events is Leigh Court, Abbots Leigh, Bristol BS8 3RA

Synopsis

Attempting to predict future trends in the cosmetics category which has experienced tremendous innovation over the last two decades is both challenging and opportunistic, since trends to provide added value and real benefits to the consumer, especially demand that innovation continues to drive all ‘players’.

New and emerging trends in the cosmetics category including fragrances, beauty devices, men’s grooming and multi-functional products to name a few, will need support from a change in attitude on how these product trends and claims are presented to the consumer from the viewpoint of their claims development process meeting all 5 common criteria of the legislation. 

A reconnect will have to made between knowledge and understanding in claims development and claims substantiation and through the product development process, if these trends are to succeed in the marketplace. 

Foresight and an in-depth understanding of consumer needs will be required, since failure to capture these market opportunities is often driven by unwillingness to spend, the choice and lack of understanding of evidential studies, inability to reach consumer truths, concern over the return on investment, and the requirements of regulatory and advertising standard authorities.


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