It is no longer compelling enough for beauty products to feature a trendy ingredient or bold pigment. To stand out on crowded shelves, brands today also have to be wrapped up in a captivating package.
Packaging took center stage at last week’s Cosmoprof North America (CPNA) event held at the Mandalay Bay Convention Center in Las Vegas. More than 40,000 attendees, an increase of 9 percent over last year, canvassed the 331,150-square-foot floor looking for not only environmentally friendly products, but those with Instagrammable qualities as well. Other notable trends were natural and organic lines; rituals inspired from Korea, Japan and India; fast beauty; men’s products; multicultural assortments; and technology in beauty.