SCHEDULE OF BEYOND BEAUTY PARIS TALKS

MONDAY 6 OCTOBER

C1 Distributor brands in skincare and beauty products: the next stakes

Distributor brands have shown strong growth in the food industry over the past 15 years, reaching 34% (France) to 43% (United Kingdom) of volume market share. Distributors such as Tesco have set up sophisticated marketing strategies to develop their distributor brand market share, often putting national brands on the defense. It has long been thought that beauty products were a category protected from distributor brands, considering the actively involved if not emotional relationship consumers have with their preferred brands. Yet the growth of the premium distributor brand offer (Free From Tesco, Tesco Organics, etc) and specialized distributor brands like Boots and Sephora, have greatly modified the order: consumers now consider beauty distributor brands as legitimate. Michel Gutsatz, brand strategy consultant, will present the most recent studies on the subject, analyze example cases and show that distributor brands are strongly growing in the beauty industry in every category, all the more that they are increasingly satisfying consumer expectations. A significant European distributor will present their distributor brand strategy in detail in the field of beauty. Those participating in these two-hour talks will benefit from the precious information on the subject, so they can plan their own strategy in this new context

Moderator: Michel Gutsatz, brand strategy consultant, Gutsatz Entreprises

C2 Makeup: Waves of Color

Makeup benefits from laboratories’ technological advances to offer consumers more glamorous, more effective products. What can we expect of the new generations of pigments, for foundations and eye shadows?

• Dany SANZ, founder and artistic director of Make Up for Ever
• Richard GIROUSSE, R&D director of MUFE
• Stephane NICOLAS, of Sun Chemicals

Moderator: Sabine CHABBERT, editor in chief of BBMag

TUESDAY 7 OCTOBER

C3 Packaging: From Sound to Image

Packaging from the Present to the Future. Multi-sensory features, up until now, above all highlighted the visual and tactile aspects of packaging. Today, sound is becoming either a functional (good closure of a jar of cream) or a valorizing element of packaging (metallic sound of the tube of lipstick). The sound design of packaging is now fully part of a product’s marketing identity. Featuring the participation of several experts and concrete examples of applications, this conference is a “must-hear and see.”

• From Automobile to Packaging Sounds Gaël GUYADER, head of the Perception and Sound Quality Unit - Department of Research, Advanced Studies and Materials - Renault
• The Role of Sound in Valorizing Cosmetics Packaging Gérald MARTINES, CEO of RPC-beauté
• Sound Design in a Brand’s General and Strategic Approach Guillaume HURET, independent consultant, sound strategy expert
  
• Bar Codes: a Beep Towards E-packaging, Video Media Cédric HOULETTE, head of codification & bar codes - GS1 France And a representative of L’Oréal
• The Mobile Multimedia of the Future Nicolas GUIEYSSE, general representative of the AFMM-Association Française du Multimédia Mobile.
  

Moderator: Françoise ALBASINI, editor in chief of Emballage Digest.

C4 New Technologies and Brand Image

Customer relations, brand image and new technologies: what scenarios can be considered and devised to promote communication and information between brands, distributors and consumers.

• Sofrecom: the Impact of New Technologies to Optimize Customer Relations, by Valérie CHAPUIS, head of customer services
• MSN Microsoft: Interactive Communications

Moderator: Sabine CHABBERT, editor in chief of BBMag

C5 The 2009 Regulations and Their Consequences

New cosmetics regulations to strengthen product safety and reduce red tape.

“The European Commission has proposed to simplify European legislation on cosmetics products: as such, 27 acts adapted nationally and representing more than 3500 pages will be replaced by one and only one regulation. With its 55 amendments, the European “Cosmetics” directive of 1976 had become a veritable patchwork without coherent terminology. The proposition presented today aims to reinforce product safety while reducing costs for companies.” This talk deciphers the 2009 regulatory project, with an analysis of its consequences.

Moderator: Hervé REBOLLO, FEBEA director of economic affairs

WEDNESDAY 8 OCTOBER

C6 Breaking Taboos

What taboos are there in advertising today? Do communications in general and in the beauty industry in particular go too far or not far enough? How do consumers react to “disturbing” ads? Does the beauty sector stand out? Or on the contrary, is it “conservative” in terms of images and meanings?

We are going to deal with the notion of “taboo” based on these questions and to define what could be “alternative communications” for beauty companies. And we will dynamize (or add dynamite to!) generally very attractive, if not mannered, creations, without overly “upsetting” a society that tends to moralize.

With:

• Monique WALHEM, CEO of the DRAFTFCB agency
• Philippe BEAUMONT-PAGANI, founder, head and artistic director of the CARE agency
• Carlin International Communication

Moderator: Dominique CUVILLIER, editor in chief of the web revue trendmark.fr

C7 Never Before Seen: Strolling Under the Skin

Finally, what does the skin receive, what does it distribute, what does it absorb, how does it communicate? Thanks to the progress of medical imagery and video techniques, it is now possible to explore the network of the skin, its biomechanics and to analyze its properties. An entire world of exchanges and circulation... above, below. And tomorrow? What do we do about our own skin and our lifespan?

This is the chance for us to discover a practically never-before seen and totally exceptional film that enables us to discover the skin as we have never before seen it. “The reality of the living” as Jean-Claude GUIMBERTEAU explains to us.

With:

• The film Strolling Under the Skin by the plastic surgeon Jean-Claude GUIMBERTEAU, M.D.: a voyage into the skin, what he discovered under the skin with his camera
• Round table with a few skin experts: from tissue engineering to mechanisms of action and effects of ingredients on the skin

Moderator: Annie MICHEL-VILLAZ, consultant.

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