WeCosmoprof is the international event organised by Cosmoprof, dedicated to experts of the Beauty field. Every year, more than 10.000 exhibitors, 70.000 buyers e 500.000 experts take part in the different editions of this not-to-be-missed trade fair that take place everywhere in the world: from Bologna to Las Vegas, from Hong Kong to Mumbai to Bangkok.
Because of the Covid-19 Pandemic, 2021 edition took place in the digital mood, from 7th to 18th June. Comprof took part in the event with some of its peak brands: K-time, Paul Rivera, 6.Zero, Professional and Ekre.
Here are some of the news presented in advance during the WeCosmoprof 2021, the highlights and the trends that will drive the regrowth of the Beauty sector.
Luminò, the first vegan Treatment product line by Ekre
Respect for nature, love for your hair, cult of wellness: these are the three principles that inspired the creation of Luminò, the first vegan Treatment product line of the brand Ekre, presented during the WeCosmoprof 2021.
Luminò has been designed to give a renovated wellness to normal, dull and opaque or dry hair, through the use of carefully selected plant-based raw materials.
The products of the product line Luminò are certified by VeganOK. This means that shampoo, mask and oil are realised in the full respect of nature and living beings, as they are free of animal origin ingredients.
The new Luminò product line is made up of 4 products, a complete beauty treatment formulated to take care of your hair during each phase of your Hair Care routine:
Argan Oil, Vegetable Keratin and Blueberry Seeds Oil are the three Plant-based Active Ingredients used in the formulation of the products of the Luminò product line, chosen in virtue of their specific properties thanks to which Ekre wants to guarantee a complete beauty treatment for the hair. Argan Oil actually has nourishing and protective properties; vegetable keratin gives hair more strength and elasticity; the blueberry seeds oil, instead, performs an anti-aging and antioxidant action.
K-time, Paul Rivera, 6.Zero and Professional
Comprof took part in the 2021 edition of the WeCosmoprof with different brands, K-time, Paul Rivera, 6.Zero and Professional were among them.
K-time mission is the wellness of the customer and the valorisation of her uniqueness through innovative and complete treatment for the daily care, the health and the beauty of the hair. The search for selected raw materials and revolutionary formulation, the elegance in the shapes and the refinement of the texture, characterise K-time products. An excellence in the landscape of professional hair care, a reference point for the most demanding customers.
Inspiration arises where imagination exists: Paul Rivera is the brand for hair products which made of uniqueness, elegance, creative flair and Made in Italy excellence the main ingredients of its innovative formulations. Scents and design release strong feelings, formulations and textures create new lines. A visionary soul makes unique Paul Rivera’s products.
Offering new ideas and trends in perspective: 6.Zero is the brand that anticipates the trends of the Hair Care sector. With its innovative and smart products it reinvents the hair care through the search for selected raw materials and the creation of multisensorial and unique paths of beauty. Key words are: technology, design and quality. 6.Zero is not only a brand of professional products for hair, but it is a new way of thinking.
Cross the borders of the ordinary, by turning reality into an extraordinary experience: this is the mission of Professional. The individuality is a unique identity, a model to express one’s own uniqueness, every day. Refined products, by an original style are at the service of the Hairstylist, that always explores new possibility to one’s own expression.
The trends that will drive the regrowth of the Beauty sector
“Every crisis offers the opportunity to turn on the recovery button”. This is how the report on the Beauty sector trends post-pandemic starts, it is available to the subscribers on the WeCosmoprof platform.
New communication strategies and new purchasing behaviours imposed by the emergency gave way to the company to think about several issues, first of all the way in which users relate to the beauty.
Concepts such as those of hygiene and immunity have acquired a new meaning in the imagination of the consumers of the Beauty sector, for this reason the companies, from now on, will need to learn to communicate at the best their identity and their own products, when it comes to this kind of needs and fears.
Thus, we find among the trends identified by WeCosmoprof for the regrowth of the Beauty sector:
On the occasion of the next edition, we hope WeCosmoprof 2022 will give us the chance to meet customers, partners and colleagues walking through boothes and real rooms.