Nothing is constant but change, and this holds true for beauty retail in particular. The retail landscape is changing with unprecedented dynamics, hardly conceivable a decade ago. The digitalization, changing consumer demands and the general turn towards increased sustainability are distinctly depicting the necessity for retail to redefine itself.
“Authentic and innovative into the future“
12th edition of the Natural & Organic Cosmetics Conference in Berlin on September 24 & 25, 2019
During the 12th edition of the Natural & Organic Cosmetics Conference held September 24 & 25, 2019, „Changing for the Future“ will be a focal topic of the program. Keynote speaker Marta Kwiatkowski Schenk, Senior Researcher und Deputy Head Think Tank at the Gottlieb Duttweiler Institute, will provide insights to future prospects of beauty retailing. In her presentation, the futurologist will explain how tomorrow ́s customers make purchasing decisions and what type of product presentation is future-oriented. She will also address the digital approach and focus on what significance apps and social media will have in the long term. A key factor in the future, however, will be the changing consumer demands.
“Clean Beauty is one of several current consumer trends, embedded in a global wellness movement that is not only of interest to women, but a logical continuation of a society living in a saturated consumer environment, striving for orientation in the pursuit of happiness. In this context,looking good means feeling good and healthy“, explains Marta Kwiatkowski Schenk.
Due to the changing consumer demands, marketing has also undergone changes. „Traditional campaigns are no longer the sole solution for customer acquisition and customer loyalty – digitalization in beauty retailing is in full swing. Particularly for younger consumers, the emotional bond with brand products happens through social media and digital consulting services. This change has a significant effect on brands and stationary retail“, states Wolf Lüdge, program chairman and manager of the naturkosmetik verlag, which in cooperation with the VIVANESS hosts the Natural & Organic Cosmetics Conference.
And if there is one thing that younger generations – who are ever so active in the new media channels – agree on, it ́s to shop online. For some that ́s tailwind, for others it ́s headwind – but online retail has become indispensable. The opportunities and risks of marketplaces such as Amazon & Co. are the topic of the presentation by Jun.-Prof. Dr. Erik Maier. The expert – Junior Professor for Retail- and Multi-Channel-Management at the HHL Leipzig Graduate School of Management – will take stock during the Natural & Organic Cosmetics Conference and illustrate the Profitability of digital and stationary distribution concepts.
But today ́s consumers are critical about what they buy: Zero waste and the conservation of resources are in high demand. A topic that also concerns the organic cosmetics industry and is being discussed globally is reef-safe sun protection.
Together with the conference ́s attendees, Alexandra Cousteau will delve below the surface with her presentation „Coral Bleaching in the Oceans“ and raise awareness of how sunscreen products are damaging the oceans. The Explorer, Storyteller, Ocean Advocate and granddaughter of Jacques Cousteau, a pioneer of marine research, has launched a global initiative for reforestation of the oceans with her campaign OCEANS 2050.
“Authentic and innovative into the future“ is the motto of the Natural & Organic Cosmetics Conference held September 24 & 25, 2019. More than 250 executives from the entire cosmetics industry will focus on essential topics in presentations and discussion groups.
Other current topics of the Natural & Organic Cosmetics Conference:
- Current facts and data from DACH-countries
- Best Practice: International trends and innovative brands
- Organic cosmetics: maintaining 100% naturalness in the future?
- Organic cosmetics market: a digital experience
- What’s next: Cannabidiol as a cosmetic ingredient, zero waste, new brands
