"In-cosmetics Korea”, the only exhibition specialized in cosmetics raw materials in Korea, was held at COEX, Samsung-dong, Korea, from June 20 to 22. World-leading companies related to cosmetics have participated in this exhibition, and KCC drew attention from visitors by releasing the silicone sample for personal care and application cosmetics formula.
In-cosmetics Korea, celebrating its third anniversary this year, is a place for cosmetics raw materials providers at home and abroad to advertise their products and share the latest cosmetics trends and marketing information. According to the British market research firm Euromonitor International, the sharp growth trend of the Korean cosmetics industry will continue, and retail sales is expected to reach 11.4 billion dollars in 2017, which represents a 4% increase from the previous year. As the exhibition was held in this growth trend, it was the most important occasion for product developers at home and abroad and marketing experts.
210 cosmetics raw materials manufacturers, importers, and distributors from all over the world (Japan, China, U.S., France, Germany, Switzerland, and Belgium), including Korea have joined the exhibition. There was a total of 7,000 visitors this year, which is approximately a 14% increase from the last year. Visitors could touch and look at the product and receive one-to-one consultation, and join a range of free education programs. The exhibition was held one more day this year (3 days) by the request and support of participating domestic and overseas companies. KCC has exhibited 22 silicone samples for personal care and 12 formula of application cosmetics, such as hybrid elastomer powder, elastomer blend, preservative change emulsion, resin blend, D4/D5 reduced products in line with cosmetics trends in Korea. In particular, KCC concentrated on introducing a special product “silicone film former,” while newly releasing an application cosmetics formula based on an anti-pollution concept that can block external factors harmful to the environment. KCC could improve a corporate image as a leader that responds to changes in the global regulations related to cosmetics, by releasing a product that doesn’t contain MIT (Methylisothiaxolinone) or CMIT (Methylchloroisothiazolinone), and D4/D5 reduced product.
The role of the booth itself was very important in attracting visitors’ attention, as a large number of domestic and overseas companies have participated in “In-cosmetics Korea”. KCC highlighted the silicone brand for cosmetics “KCC Beauty” as a main logo, and designed the booth with eco-friendly green family colors. KCC brought the logo of KCC Basildon into focus, a silicone company in the U.K. acquired by KCC, so that global cosmetics companies can become more aware of the brand. A total of 6 zones were prepared in the booth. KCC’s mainstream products and application cosmetics formula based on those major products were exhibited in the display zone that was designed in consideration of the visitors’ traffic line.
Many people visited the KCC booth from the opening day of the exhibition to the end. Sometimes, there was an unusual scene that some consultation should be conducted outside of the booth, as all the consultation tables were full. Field staffs actively engaged in promotional activities using the guide formulation brochure and product catalog, as well as the exhibited products.
KCC has been building a brand image as an only integrated silicone manufacturer in Korea, be developing new products actively after releasing the brand for cosmetics “KCC Beauty”. Competition with world-leading silicone manufacturers has already begun, after it became a company with the largest market share in the silicone for cosmetics market in Korea. KCC plans to lead the global beauty industry by continuing to develop its own unique product line.