Beyond Beauty Paris focuses on niche brands

The 2007 Beyond Beauty expo will again place focus on niche brands in the cosmetics industry this year, enabling smaller players to liaise with 'top international distributors', no doubt acting as a launch pad for companies who could otherwise be overlooked.

Held in Paris from October 1-4, the expo is set to develop a specific spotlight, The Beauty Niche Programme, on companies that have had activity in the cosmetics industry for five years or less.

Businesses just starting out in the competitive beauty market will travel from across the globe to interact with global players who have more revenue at their disposal to market their product innovations and emerging brands.

The programme consists of two specific exhibition spaces exclusive for the companies, a competition - that aims to direct the attention of key players in the industry to the strongest niche brands - and a 'Beauty Niche Bible', that will be a reference guide for selective sales outlets that want niche brands in store.

However, it is the competition element that will no doubt raise the profile of the many emerging niche brands set to attend the expo, with an international jury from large cosmetic companies such as Sephora, Printemps, and Bergdorf Goodman judging the brand offerings.

The Beauty Challenger Award is open to 'all emerging international brands' as long as the brand is not 'significantly represented on the market at present'.

Indeed, it is pitted to be a coveted award for any new company, who will be assessed on five criteria, innovation/difference, concept coherence, communications quality, texture and fragrance and attractiveness and convenience.

Taking place on the first day of the show, the competition is set to throw many innovative smaller brands into the spotlight, that is normally reserved for the larger cosmetic giants.

Beyond Beauty Paris is an annual event, bringing together all areas of the cosmetics industry, including ingredients and the booming Spa category with some 16605 visitors and 731 exhibitors passing through its doors last year.