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: "Beauty Brands in 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.
  • 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. 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"

  • 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.
  • Marketing in cosmetics retail. In-store promotion cases.

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

  • 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: "Wellness & Natural"

  • Global and Russian trends in naturalness. "Asiatization" of cosmetics.
  • Specificity of marketing of "green" cosmetics.
  • Buyers of green cosmetics in different segments. Generation of millennials.
  • Naturality and Eco trends in the Packaging Design.




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 and InterCHARM ticket «FORUM».

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.


Contact us 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

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