Forum "Building a Beauty Brand"

Conference Hall, Level 4

Date: October 25-26, from 10:30 to 18:00

Delegate’s registration - since 10:00

Organiser: Reed Exhibitions / InterCHARM

Admission required. To visit the Business Forum please make sure that you've purchased FORUM ticket category when purchasing show ticket.




October 25, 10.30 - 14.00: "Brand Building in the Beauty Industry in the Digital Era "

  • Trends in beauty market 2020. Consumers of cosmetics in the digital era. Millenials - who are they? New digital tools of the digital era.
  • Positioning, value proposition and storytelling.
  • Private label vs. B-brands.
  • Beauty and e-commerce. New channels for promoting cosmetics.
  • Omnichannel approach in drogerie retail. Cosmetic shop of the future.
  • Digital technologies in cosmetic store. Augmented Reality (AR / VR) technologies, artificial intelligence and machine vision in promoting cosmetic brands
  • Internet marketing of cosmetics. Video advertising in the promotion of the cosmetic brand. Bloggers as a channel for promotion and ways to work with them.
  • WOW-effect: how to create a buzz around a brand (cases of unusual promotions).
  • Brand promotion in the social media (Facebook, Vk, Instagram). How to create a community of loyal consumers around the cosmetic brand? Power of bloggers.
  • Sampling as a marketing tool. The value of beauty boxes as an advertising channel. 

October 25, 14.30 - 18.00: "Perfumery Brand"

  • Trends in Perfumes 2018: Fashion Flavors.
  • Storytelling of fragrances.
  • Portrait of the perfumery consumer. How to identify your buyer and his needs?
  • Brand strategies in segments: niche, mass market, and luxe perfumery.
  • Channels of perfumery promotion: omnichannel approach.
  • Packaging design: colors, shapes, matter. Marketing 5 senses. Sampling.
  • Marketing in cosmetics retail. In-store promotion cases.

October 26, 10.30 - 14.00: "Premium and Luxe Brand"

  • Russian market of premium cosmetics.
  • Branding strategies for premium products.
  • The symbiosis of naturality and premiality.
  • Trends in packaging design. The rules for creating luxury product packages.
  • How to  work with celebrities and bloggers?
  • Co-marketing with premium and luxe brands.
  • In-store promotion of luxe and premuim brands.
  • Digital and VR / AR innovations in the promotion of luxe and premium.

October 26, 14.30 - 18.00: "Brand of Natural, Eco-Bio, and Halal Cosmetics"

  • Global and Russian trends in naturalness. "Asiatization" of cosmetics.
  • Specificity of marketing of "green" cosmetics.
  • Global Trends in Halal Cosmetics: Luxury or Necessity?
  • Buyers of green cosmetics in different segments. Generation of millennials.
  • Promoting Russian brand of natural cosmetics abroad.
  • Natural cosmetics store: design and in-store promotion.
  • Naturality and Eco trends in the Packaging Design.



The list of speakers is currently being undated, please follow the updates and news on the site.


Who should participate?

Managers, brand managers, marketers, product managers and pr cosmetic companies.




Price for participation in the Forum: 25 000 Rub.

Inludes participation as a delegate in 4 sessions «Brand Building in the Beauty Industry in the Digital Era», «Perfumery Brand», «Premium and Luxe Brand», «Brand of Natural, Eco-bio, and Halal Cosmetics», InterCHARM ticket «FORUM».

Price for 1 session: 12 000 Rub

Discount 10% for InterCHARM exhibitors, for companies of 3 and more delegates (for each participant).

Payment methods: online with a credit card, invoice and agreement, onsite by cash.


Send us your request to participate



To visit the Business Forum please make sure that you've purchased FORUM ticket category when purchasing show ticket.

   See all events within the show      




For delegates and advertisers:


Roman Gubaydullin

Business Programme Sales Manager


Tel. +7 (495) 937 6861 ext. 226 | Mob. +7 (925) 086 5751


For speakers, press, and partners:


Margarita Maltseva

External Communications Manager


Tel. +7 (495) 937 6861 ext. 168  | Mob.  +7 (926) 217 3429

We are using cookies to give you the best experience on our site. Cookies are files stored in your browser and are used by most websites to help personalise your web experience. By continuing to use our website without changing the settings, you are agreeing to our use of cookies. More information.