All topic areas of the VIVANESS Congress

The natural cosmetics market has been growing at a steady rate – both nationally and internationally – for many years and is now considered to be the driving force behind the cosmetics market as a whole. Ethics and sustainability are playing an ever-greater role in the international market. However, the dynamics in the individual sales channels are entirely different. Where are the current growth markets and how is the increasing competition changing the natural cosmetics sector? What kind of trends and developments in particular are behind the growing sales figures? And what influence will framework conditions – impacted by guidelines and labels as well as national and European laws, ordinances and trade agreements – have on future market developments?

With its strong influence on information and purchasing behaviours, the digital age is as demanding for manufacturers as it is for traders. We need to develop strategies which are equally effective online if we want to remain attractive to customers and to maintain and strengthen our competitiveness. Trade and sales experts will discuss innovative strategies and concepts. Potential topics include the following, amongst others:

• Innovative product ranges, category management, shop layout, merchandising, best practice examples which impress current and potential customers
• Conventional vs. online trading – what are the challenges?
• Concepts for mainstream and niche markets
• Digitalisation at the POS and what it means for the training and qualification measures of employees and customer advisors

Natural cosmetics customers are becoming ever more demanding and have many potential sources of information. Successful marketing and communication concepts must be geared towards customers. But how are customers wired? How do they decide on their preferences and purchasing behaviours? Do social media and digitalisation, bloggers and co. have an impact on marketing?

The purchasing behaviour of customers is changing with the personalisation and individualisation of products as well as with the possibilities of digital consultancy approaches. How can innovative approaches be used to positively stand out from the crowd on the sustainable products market? What kind of new approaches are niche markets drawing upon to address new, younger customers? We are looking for contributions relating to new market approaches, innovative packaging and the demands placed on R&D in the context of individualisation and brand design, amongst other things.