HBA Global Expo, p.3
This year, the event will touch on a variety of topics, including beauty business at the retail level. Among them, sessions will be offered on updating the in-store shopping experience, as well as exploring new perspectives on beauty retailing. Others will delve into trends that are impacting the entire industry, such as leveraging social media to solidify a brand, looking at the cultural shift toward sustainable products and business practices, and the growing male beauty and personal-care market. It is also a place to learn more about the innovations behind today’s popular beauty products, such as the new ingredients in skin care or the latest haircare technologies. New session formats will also be presented that are aimed at providing an interactive learning experience as well as increased networking opportunities. These new formats will include group discussions, roundtables, brainstorming sessions and question-and-answer time.
Also new this year is the SPLASH Pavilion, an area of the exhibit floor featuring unique product offerings from all over the world. These finished goods have been juried by an elite panel of retailers, beauty bloggers, brand experts and entrepreneurs. Organizers believe that the pavilion will serve as a springboard for emerging brands and independent companies, says Birkett, “boosting the visibility and image of a new generation of cosmetics, skin care, fragrance, nail, hair and personal-care products.”
Brands that applied to participate agreed to testing and review by the SPLASH jury. The products that will be featured at the event have been in retail stores for fewer than two years. In addition, they have an interesting development or back story, offer new solutions, or fulfill a unique need in the marketplace. Brand participation is limited and the brands selected to participate will receive free media promotion, as well as other show-related benefits.
“With 57% of the HBA audience specifically looking for finished products, the SPLASH Pavilion will be a wellspring of innovation and activity this June at HBA Global,” says Birkett.
SPLASH joins other innovation pavilions at the show, including one that showcases the latest products and trends in sustainability, as well as other hot-product development areas, says Birkett. Each area will be showcased in a group with industry-leading anchor suppliers and content presentations.