Cosmoprof trends: an Italian beauty translator’s report (Bologna, 2024)
Note: I published a shorter version of this essential trend guide for the Institute of Translation and Interpreting Beauty, Fashion and Luxury Network. You can find it here.
I’ve now attended the Cosmoprof trade fair for a few years and have been lucky enough to see it transition back to an in-person event. In this blog post, you’ll learn about new key trends I observed. I also collected some insights from two established trend agencies: NellyRodi and BEAUTYSTREAMS. Plus, you’ll find a handy list of restaurants you could try if you happen to be in Bologna next time.
If you’re not familiar with Cosmoprof, it’s the leading B2B event dedicated to the beauty industry. Its exhibitors, visitors, and buyers come from all over the world. I was there on the opening day of its 54th edition: Thursday, 21st March 2024.
Let’s start with my own observations.
Cosmopack, packaging, and brand collaborations
Cosmopack is gaining momentum.
This part of Cosmoprof’s event is dedicated to the entire supply chain of the cosmetics industry: from ingredients and raw materials, contract manufacturing and private labels, packaging materials, applicators, machinery, and automation to full-service solutions.
The packaging of cosmetics is becoming increasingly important. After all, it attracts consumers and expresses a brand’s essence. The supply chain has also become an essential – and overt – part of product creation. Additionally, textures, new ingredients and formulas are key to marketing a product successfully and making it stand out.
Brand collaborations also have been a big thing this year. For example, I saw a collab by bubble and Kellogg’s as well as several brands showcasing Barbie-inspired products.
The Barbie core is still very much alive, with splashes of pink in many stands and quite a few collaborations. My feeling is that we probably won’t see many of these in 2025.
Irreverent brands, comforting colours, and
the rise of AI
Consumers seem to take a more light-hearted approach these days when it comes to beauty and wellness: you can see this in the playful, irreverent packaging and copy by certain brands.
In other cases, soft colour palettes convey feelings of ease and relaxation, while baby-brand designs remind us of the comforting realm of childhood.
AI has found a place in the beauty industry, too: why not choose skin-scanning apps that recommend bespoke treatments and products, or use high-tech haircut simulators?
Insights from NellyRodi
What else can we learn about beauty trends this year? I chatted about this with Chloé Arjona, Senior Consulting Manager at NellyRodi. Here are some of her insights I found especially interesting:
- Today’s consumers want to see brand expertise.
- Products should inspire and fuel creativity.
- Wellbeing is now going beyond simple wellness, pivoting towards health care.
- To succeed, brands need to prove their social responsibility.
Customers are much more aware of greenwashing, so it’s vital that beauty companies truly care for the environment.
Insights from BEAUTYSTREAMS
Michele Superchi, VP Global Sales Director, BEAUTYSTREAMS Inc., added her thoughts on the latest trends with me:
- Holistic beauty is still big as consumers want to feel at ease in the permacrisis of political, economic and environmental turmoil.
- Neuroscientists have been studying the effects of ingredients, textures, and fragrances on feelings and moods (e.g. in skin care). The aim is to offer consumers renewed balance in their lives.
- People’s smiles are more important than ever. Tailored products, such as gums for e-cigarette smokers, innovative toothpaste, and mouthwash are examples of this.
- Customisation is key: 80% of Gen Z consumers prefer a tailor-made product over a mass-produced one. Think of companies offering 12 different mascara brushes…
- Greek brands and ingredients are in the spotlight, such as beeswax with hydrating properties or extra-virgin olive oil.
- Despite a rise in body positivity, slimming products are getting more popular again.
The reasoning here seems to be that as we live longer, we need to live better — and this may be easier if we maintain a healthier weight.
Fancy more analysis? Then download the CosmoTrends report curated by BEAUTYSTREAMS. Also, keep an eye on Deanna Utroske’s work and her newsletter Beauty Insights.
I hope you’ll find some of these trends interesting. I’d love to have a chat about them with you over an espresso at next year’s event!
And now something to give you much-needed energy after a long day at the trade fair…
Restaurants: where to eat after a day at Cosmoprof in Bologna
Cosmoprof offers you some wonderful opportunities to taste great local food, so don’t miss out. I live quite close to Bologna, and I pride myself on the delicacies you can taste here. With the help of a few colleagues, I gathered a list of nice places for you below:
- Ristorante Cesarina (Piazza S.Stefano)
- Ristorante Teresina (via Oberdan)
- Ristorante Donatello (via Righi)
- Ristorante Vicolo Colombina (vicolo Colombina)
- Trattoria da Toni (via Righi)
- Trattoria Il Pellegrino (via Murri)
- Trattoria Leonida (vicolo Alemagna)
- Trattoria Da Me (via S.Felice)
- Trattoria di Via Serra (via Serra)
- Trattoria Sfoglia Rina (via Castiglione 5)
- Pizzeria Ranzani 13 (via Ranzani)
- Pizzeria Rossopomodoro (Mercato di Mezzo)
- Pizzeria La Scalinatella (via Caduti di Cefalonia)
Restaurants – ristoranti in Italian – are usually more elegant places, while trattorie tend to have a more laid-back atmosphere. You’ll also see a few traditional pizzerie. (Bologna is not the homeland of pizza, but still has something nice to offer.)
Let me know if you liked the food or if there’s a place you’d recommend!
Choose a beauty translator to showcase your offer at Cosmoprof
If you’re planning to come back next year, make sure you know the latest trends and how to use these for your own marketing materials.
If you need help with this in your next beauty-related translation project (English/German to Italian), I’ll be more than happy to assist you!
Or, if you’re interested in other language combinations in the beauty industry, watch this space: you’ll meet my new beauty & cosmetics translators’ network in the next blog post.
In the meantime, let’s chat by email or in an informal call. Get in touch!