All topic areas of the VIVANESS Congress

The cosmetics market is facing enormous challenges. The defining attributes are green, clean, and safe. The latest figures from the GFK Consumer Panel show that even during the coronavirus pandemic, demand for natural and organic cosmetics is continuing to increase. The crisis is acting like a magnifying glass, revealing the strengths and weaknesses of the natural and organic cosmetics market. E-commerce and the use of digital solutions have become part of everyday life. What will endure, and what can we make positive use of for the post-coronavirus era? What does the “new normal” look like in a sector that has been enjoying consistent growth for more than 10 years. How is sustainability in the cosmetics market being defined? What strategies are effective for developing a convincing position in the growing market for sustainable niche brands? What does the retail sector need to continue to fulfil its role successfully in the future? What form will a successful realignment take under these new circumstances? Do we have to challenge the way we have always done things until now?

E-commerce and omni-channel strategies have become an integral part of the commercial environment. How will people shop in future in a sector that is booming? COVID-19 has accelerated the growth of online retail. The latest data (from market research consultancy IFH in Cologne) shows that the number of consumers who buy online and offline in a lot of product categories is steadily increasing in all age groups. But it is not just the major online shops that are on the winning side. Bricks-and-mortar stores are also exploiting customer loyalty to build on their position through digital channels and innovative sales-boosting measures. Start-ups, which are generating more attention among their target groups via the digital community, are major beneficiaries of this development.

What does this mean for specialist retailers in the natural and organic cosmetics segment? What will remain after the crisis is over and what needs to change? What answers do the experts have to this considerable longing for re-localisation that is being reinforced by the coronavirus crisis? How do you achieve customer loyalty and customer proximity in times of social distancing and e-commerce? How can you create product ranges and experiences with added value? How do you orchestrate authentic shopping experiences as a complement to and distinct from online shopping? What strategies and concepts are available for mainstream and niche markets?

Consumers of natural cosmetics are sophisticated and get their information from various channels. Sustainability, health, and individualisation are megatrends that are impacting the entire natural and organic cosmetics market. Is COVID-19 shifting the centre of gravity unilaterally towards health and safety? Is the focus still on the protecting the planet and the desire for sustainable natural products with transparent origins, and are these still the defining factors for purchasing decisions? How is the “wow” effect in natural cosmetics being defined? Is there a demand for a new kind of aesthetic approach and credible communication based on authenticity, as a counterpoint to all those perfect images on Instagram? What does it mean when sustainability takes the entire cosmetics industry and social media environment by storm, and when influencers suddenly become what are known in Germany as “Sinnfluencers”, meaning influencers who promote sustainable products and projects? How can values-driven products be credibly marketed? How do you communicate authentically and still maintain a leading edge?

“Less is more”. Recycling materials and refill solutions provide the answer to the question of environmentally compatible packaging concepts. Current consumer demands to reduce plastic and avoid waste are requiring more of the natural cosmetics sector. This why the issue of packaging is much more important now than in the early years of the sector. What is feasible, what are the innovative approaches that will also convince younger target groups? What can be done cost-effectively, even by SMEs? Are new alliances necessary? What approaches are there for zero waste and design-driven, sustainable packaging solutions for commerce and industry?

What approaches does the natural cosmetics sector have to offer to set itself apart from the conventional cosmetics industry as a trailblazer in view of the numerous “green” initiatives there already are? What innovations and new natural ingredients from R&D departments are set to impress? How can the added value of natural and organic cosmetics be communicated in future? How can digitalisation help? How can certified natural and organic cosmetics make their mark when faced with the current deluge of brands?