9 dicembre 2022
by Guendalina Dainelli

Green beauty in Singapore


What is beauty? It is almost impossible to define, especially in an era in which it seems to be more inclusive towards diversity, holistic towards people in their entirety, definitively debatable, and in general more attentive to spiritual well-being, as well as respectful of the environment in which we live. This was demonstrated by Cosmoprof Asia Singapore Special Edition, for the first time in Singapore after 24 years in Hong Kong and a two-year break due to COVID-19.

As if to emphasize that the forced break caused by the pandemic was not in vain. This duly named ‘special’ edition adopted a careful and mature approach to beauty: from sustainable packaging, to vegan and exclusively plant-based products and novelties combining body care with mental well-being, which are the leitmotiv of the event.

And if we consider that the Italian cosmetics market is the third largest in Europe after Germany and France, with a total consumption volume of over EUR 10.6 billion in 2021 (data provided by Cosmetica Italia), the first and important Italian participation in Singapore – organized by the Bolognafiere Group and Informa Markets with Agenzia Ice – comes as no surprise: an Italy pavilion of nearly 11,000 square feet, with 72 companies in the skincare, haircare and packaging sector, and 26 other companies that exhibited independently, for a total of 98 Italian participants.

The Italian cosmetics market is the third largest in Europe after Germany and France with a total consumption volume of more than 10.6 billion euros in 2021

Mario Andrea Vattani, Ambassador of Italy in Singapore, underlined the importance of strategic access to the ASEAN market (South-East Asia), which is growing rapidly with a population of over 660 million and consumers increasingly concerned about the science and quality behind the products. Italy responds artfully to this demand with a combination of innovation and healthy and natural ingredients.

Certo è che con 1.202 espositori provenienti da 46 paesi, dall'Australia alla California a cui si aggiungono cinque Paesi dell'Africa occidentale (Benin, Burkina Faso, Ghana, Mali e Togo) l'appuntamento ha offerto ai partecipanti una prospettiva davvero globale sulle tendenze emergenti. “L'Asia è un mercato chiave per la cosmesi – ha detto Vattani – Un mercato che vale circa 227 miliardi di dollari entro il 2035.

Asia is a key market for cosmetics. A market worth about $227 billion by 2035

What is certain is that, with 1,202 exhibitors from 46 countries – from Australia to California plus five West African countries (Benin, Burkina Faso, Ghana, Mali and Togo) – the event offered participants a truly global overview of emerging trends. “Asia is a key market for cosmetics,” said Vattani. “A market worth about USD 227 billion by 2035. Its attractiveness is based on a growing middle class: a phenomenon common to all of Asia, where the segment counts for more than 50% of the total population. It has been observed that consumers in this part of the world want to discover and experiment, they research extensively online before purchasing, with an average of 8-9 touchpoints with a brand before buying the product, compared to 5-6 in the West. It is a rapidly growing market that we need to watch carefully.”

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