【DE】VIVANESS trade fair and congress highlights 2022: From analyses to packaging, from trends to influencer marketing

Preparations for VIVANESS, International Trade Fair for Natural Cosmetics are in full swing and in less than two months the heart of the international natural cosmetics community will beat again for 4 days in the Nuremberg Exhibition Center. Parallel to BIOFACH, the world’s leading trade fair for natural cosmetics, it will take place once as a summer edition from the 26th to the 29th. July. Highlights include the congress program, broad-ranging, technically sound and with proven experts on the subject of natural cosmetics: from market analysis to sourcing to packaging, from trends and customer wishes to influencer and neuromarketing. The program is already published and available online (www.vivaness.de/kongress). We have put together a selection of highlights for visiting planning.



Photo: © NürnbergMesse, Erich Malter




Highlights and new formats at VIVANESS 2022

At the Summer Edition of VIVANESS, exhibitors, visitors and media representatives will experience and discover trends and novelties in Halls 8 and 9, young innovative companies from Germany at the corresponding joint stand as well as international start-ups and newcomers at the Breeze special show. There will be a Breeze Talk twice a day in 2022 about everything worth knowing about the brands represented. New at the VIVANESS Summer Edition, for which about 200 exhibitors are expected, is also a Workshop Area, with three daily interactive sessions on the topics of “Ethical Sourcing”, “Stronger Together” and “Go to Market.”


The congress takes place centrally in the NCC Mitte, Brussels Hall. The offer also includes tours of novelties and trends as well as sustainable packaging. Parts of the congress are available online, as a live stream or on demand. Trade fair participants automatically have access to the congress. If you only want to participate online, you can already book your ticket now (www.vivaness.de/tickets).


Know-how for the sustainable transformation of the beauty market

The markets for natural cosmetics continue to develop very dynamically worldwide. In times of a fundamental transformation of the beauty industry towards more sustainability, the natural cosmetics industry plays an important pioneering role. Manufacturers and retailers need up-to-date, industry-relevant and reliable data and analyses on international market developments in order to act accordingly in a future-oriented manner. From different perspectives, international experts illuminate trends and developments in the VIVANESS Congress and provide valuable insights.


On the very first day of the fair, representatives of COSMOS take an analytical look at the markets in Asia, Europe and North America, on growth, trends and the role of certification.


7/26/2022 // 11:30 a.m. – 12:45 p.m.: Insights into markets: What shapes markets in different regions of the world?


(in English with translation)


Expert Mirja Eckert, THE NEW observes the markets for natural cosmetics in German-speaking countries, she provides up-to-date market data and consumer insights that provide information about trends and developments in the German-speaking countries.


27.7.2022 // 11:30 a.m. – 12:15 p.m.: Pulse check natural cosmetics: Facts and insights about current events within the DACH region


An overview of international market developments is presented by British industry expert Amarjit Sahota, Ecovia Intelligence and Selcuk Mumcu, SynergyNapex, industry experts from the USA. The program includes the analyses of the leading countries with data on market size and trends.


28.7. 2022 // 2:15 pm – 3:30 pm: Natural Cosmetics: International Market Update


(in English with translation)


Sourcing – Packaging – Certification

No less relevant than sales figures and market sizes is the well-founded analysis of industry-relevant trends for manufacturers and retailers. Which ones stop, have survived for years as a megatrend, are currently developing or are reappearing on the horizon? What shapes the market and what follows from it?


The value scale of natural cosmetics manufacturers and the commitment to sustainability requires the procurement of raw materials from ethical sources. Amarjit Sahota, Ecovia Intelligence, presents sustainability programs and corresponding certifications for ethical sourcing and sheds light on which trends are emerging.


26.7. 2022 // 3:00 pm – 3:45 pm: Natural and organic ingredients in cosmetics: Ethical sourcing trends.


(in English with translation)


When it comes to sustainable packaging, it is already thought beyond the actual phase of use until disposal. Carolina E. Silent, C.E. Schweig Packaging Material Engineering, broadens the perspective and includes the analysis of all upstream processes with regard to their impact on the environment, people and economy in their comprehensive sustainability consideration.


28.7.2022 // 1:00 p.m. – 1:45 p.m.: 360 degree sustainability analysis of packaging – from raw material to recyclate


Certification as a B-corporation takes into account all social and environmental impacts of a company and anchors sustainability as a central goal of all measures. Mathieu Mohorcic, Business Development & Certification Manager, B Lab, informs about the certification process and a representative of a B-Corp company explains the practical side.


07/29/2022 // 10:00 a.m. – 11:00 a.m.: B Corp as a force for good: Looking at the social and environmental impact of a company as a whole


Target group-oriented marketing in times of digitization

The potential of digitization in the organic and natural cosmetics industry has been discussed for years. New target groups are to be reached. Young brands in particular often play the keyboard of digital marketing brilliantly. In selected congress articles, the speakers take a look at topics such as influencer marketing, neuro-merchandising and consumer wishes. How these can be tracked down, for example, via search behavior on the Internet and data-based marketing decisions can be made is also examined.


Mirja Eckert, THE NEW, and Maximilian Marten, Marten Management Consulting shed light on the topic of influencers and creator economy: How do the digital storytellers manage to address their community and exchange ideas? The impulse lecture shows the potential for providers of natural cosmetics on the basis of valuable insights and practical examples.


27.7.2022 // 2:15 p.m. – 3:15 p.m.: New ways of addressing target groups: Influencer and creator economy


More and more data is freely accessible on the Internet. But how can employees filter and use them in a targeted manner for market research purposes and product strategies? Using the AI software eyva, Djef Riady Rifamole and Daniel Cocard, datazeit, show as an example how time-consuming data searches can be saved, relevant customer needs can be filtered out in the WWW. and their own product portfolio can be efficiently aligned.


28.7.2022 // 10:00 a.m. – 11:00 a.m.: The search behavior of beauty customers on the Internet: detect market potential and make data-driven decisions made easy.


Bert M. promises success through Neuromerchandising® Ohnemüller, Heart Leadership Coach and (co-)founder of the neuromerchandising® group. With his interactive, practice-oriented impulse, he shows new ways that make trade a place of encounter and a point of success.


28.7.2022 // 11:30 a.m. – 12:30 p.m.: Change is the price of survival on the (cosmetic) market. News from the world of Neuromerchandising®


A survey highlighted the perception and expectations of European consumers with regard to digitization and digital tools. What do consumers want in the context of the Green Deal and for future transparency in product information? Dr. Mark Smith, International Natural and Organic Cosmetics Association NATRUE AISBL and Dr. Bernhard Irrgang, NATRUE AISBL present the results.


7/26/2022 // 4:15 pm – 5:15 pm: Understanding consumer attitudes to green and digital: apps, labelling and packaging


(in English with translation)



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