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In-cosmetics Europe: male grooming, mobile commerce and halal makeup to be in focus Category: HomeIndustry News UK & WorldPersonal Care

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  • An aisle scene from a past edition of In-Cosmetics
  • An aisle scene from a past edition of In-Cosmetics

While solar beauty will be one of the biggest themes at the 22nd edition of leading beauty fair In-cosmetics Europe when it kicks off in Barcelona April 17, other rising trends to be in focus include halal makeup, male grooming and the rise of mobile commerce.

In-cosmetics event director Lucy Gillam explained to Relaxnews that along with growth opportunities in naturals and home skincare devices, cultural factors are having an increasing influence on the industry.

“Products that address different cultures are starting to emerge, such as halal makeup,” said Gillam, adding that the “sophistication of male grooming brands” will also be discussed during In-Cosmetics, notably the differences between male and female attitudes to beauty.

“Men have a different perception of aging than women – they want to maintain their ‘ruggedness’ without ‘beautifying’, so the industry requires a different beauty vocabulary for them they can relate to,” said Gillam.

“Plus, men often look for instant results whereas women rely on science and are prepared to wait.”

The increasing importance of social media for beauty brands will also be in focus, in light of the increasing consumer desire to shop via mobile.

“Datamonitor predicts that mobile commerce is set to overtake desktop web sales by 2015, with beauty internet sales becoming more competitive. Brands must now have a social media presence to reach out to and engage with consumers – if they are not on Facebook, Twitter, YouTube and Pinterest then others will be!” she explained.

In-cosmetics will run April 17-19. To find out more visit

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