Skin care, masks, devices and natural products dominated the landscape at Cosmoprof North America. This year’s show set a new record for attendance at 33,750, an increase of 12.5 percent over 2015.

Held last week at the Mandalay Bay Convention Center in Las Vegas, the business-to-business beauty event featured a 10 percent expansion in show space. Some of that footage was turned over to new concepts.

Cosmoprof North America 2016 exceeded our expectations in terms of increase in the number of attendees and the positive feedback to all our special initiatives, including the unveiling of the Discover Green [eco-friendly, clean, organic and/or natural beauty products] area,” said Daniela Ciocan, CPNA marketing director. “With focused sections dedicated to specific market segments, Cosmoprof North America is the launchpad for innovative products from indies and start-up brands alike with close to 1,200 companies coming from 37 countries.”

The much-buzzed-about Discover Beauty, Tones of Beauty and Discover Scent helped bring in retailers including Neiman Marcus, Barneys New York, Amazon Beauty, Lord & Taylor, Kohl’s, QVC, HSN and Walgreens Boots Alliance, according to Ciocan. Additionally numerous national and regional stores were in attendance along with large distributors. They joined the throngs of salon and professional beauty operators on the hunt for the next big item.

With consumers looking for instant fixes, exhibits of devices, whether they eradicate acne or wrinkles or promote hair growth, were high-traffic areas.

Among the offerings was LightStim, which produces devices for wrinkles, acne and pain. In addition to adding colors, the latest versions have indicators to tell when it is time to move the light. After many years of development, the company also unveiled a new professional LED Bed said to promote total body wellness.

HairMax expanded its LaserBand, which uses laser light to energize hair follicles to stimulate hair growth, with a faster model, designed to especially appeal to men who represent the bulk of sales at this time.

Another device generating buzz was Dafni’s heated hairbrush, recently pinpointed as a huge seller by Dermstore.com.

Professional styling tool company Theorie has added a thermal brush for straightening called the Saga Thermal Styling Brush. Set to retail for less than $100, it allows for adjustable controls and is good for all hair types.

In the category of building an enhanced power scrubber, Aura Clean System has an Orbital Facial Brush and Cleaning Station so brushes get cleaned between use.

The instant results produced by masks unleashed a flurry of entries. Chaleur, a mask activated by hot water, won the best of Discover Beauty, earmarked for its market potential.

Perhaps the busiest stand was ChinUp. Throngs of attendees stopped in to don a special band wrapped around their chins for 30 minutes. Before and after photos showed a visible chin lift.

Other masks vying for attention included Korean brand Vitabrid C, which uses a stable powder form of vitamin C; Beauty Solutions, a sheet mask with pure retinol; bioBelle, a parabens and gluten free mask with no GMOs; Hey Honey Show Your Glow, and Doll Face, which launched “Little Black Mask,” (complete with a wardrobe encasing it like a little black dress). “Masks are here to stay, especially for Milllennials,” said Lisa Winarick, company cofounder. Doll Face also unwrapped a cold cream with an elegant twist and elimination of some of the chemicals in traditional cold creams such as parabens.

Other standouts in the Discover Beauty area included Hey Honey, which is adding greater distribution and has a new look; CLE, a new brand created by four young Korean women with hero items including a Melting Lip Powder; Simy Skin designed for different life stages; Talika, known best for its eye products but soon to be joined by a small LED acne and wrinkle-reducer tool and Daily Concepts, a bath company with items for mass and class distribution. Garnering attention for its vegan positioning was Velvet 59 by Paris Manning.

Dr. Russo Sun Protective Skincare featured a “washon” technology and delivery method with the first FDA compliant facial cleanser, shower gel and hand soap with SPF 30. People often avoid the eye area when applying sun protection and this line touts than it can be used safely around eyes.

The movement to better skin care from within continues to gather steam with a company called Be Bella started by sisters whose dad is a biochemist active at the event.

All signs point to a revival in the nail market with entries such as OPI’s unique Gel Break, a line for women who want to fortify nails between gel applications. Technology is moving swiftly in the nail category and OPI founder Suzi Weiss-Fischmann said such developments as waterless manicures will bow in the future.

Red Carpet Manicure showed a new collection of long-wearing lacquers for high shine.

With the synergy with salons, hair products were ubiquitous on the floor – especially with items for men. Farouk is introducing a collection with Esquire magazine. Shark Tank discovery Simple Sugars added men’s this year, according to company founder Lani Lazzari. “Men like more simple skin care,” she said. Emu oil, in many of her items, is taking off like a rocket, Lazzari said. Another new men entry was from Big Boy featuring grooming products for men’s hair, especially beards. Ingredients in the products from Sicily include olive oil, argan oil, cactus and capers.

Click n Curl, a unique system where handles detach from curlers so the curlers can remain during blowouts, is adding an extra small curler. At Macademia Professional Products, the Eprouvage line, launched late last year, is proving a winner at locations such as Ulta Beauty for its fuller-looking hair results.

Color lines were showing fresh products to take advantage of the booming color cosmetics business. A new entry was Note, a masstige line from Turkey seeking U.S. expansion. In addition to dramatic colors it has no chemicals and is not tested on animals.

Doucce Cosmetics has found sampling at great tool with plans to double that practice over the next year.

The Discover Green area was overflowing with green entries highlighted by Jurlique and Skin Yoga. One of Jurlique’s showstoppers was its Rosewater Balancing Mist. The ingredients in SkinYoga’s portfolio are procured from a place where nature plays a role to produce them and that no pesticides or plant growth hormones are used.

Products were key, but technology also was front-and-center at the show. Perfect Corp. maker of YouCam Makeup, took honors for the Trendsetter Award, selected from 1,200 exhibiting brands. YouCam Makeup collaborated with four brands in the Discover Beauty section of Cosmoprof North America, to showcase their up-and-coming beauty products and give attendees the ability to virtually apply makeup.

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