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CEW Product Demo: Beauty Defined

By Jamie Matusow, Editor-in-Chief | March 15, 2017

From fragrance to tools, a tour of the ‘world’s largest beauty counter’ reveals trends in packaging as well as products.

It’s always one of the year’s beauty industry highlights as the CEW Product Demo takes over the Metropolitan Pavilion and Altman Building in Manhattan’s Chelsea neighborhood. And this year’s event, which took place March 8, was no exception as 2,500 members of the industry—from magazine editors to marketing executives—toured the show’s multi-levels viewing and experimenting with the best products launched in the beauty arena.

More than 800 brands were represented, many of which were from the Indie contingent, which received a special emphasis this time around. Brands were all vying for the coveted CEW Beauty Insider Awards for 2017, presented in numerous categories, and voted on annually by CEW members. (The winners will be announced May 12 at a CEW luncheon at the New York Hilton Midtown, NY.)

In anticipation of the voting, brand representatives are always eager to captivate attendees with spritzes and swipes of products as they relay back-stories of efficacy, packaging and more.

Following is a survey of packaging and products that caught our eye during our rounds of the many expansive tables laden with gorgeous floral arrangements to enhance the goods even further.

Photos above: (L-R, clockwise) Florapy, signage, Vendome Paris Beauty, Derek Lam

See all the images for the products mentioned below, in this slideshow.

DSM Personal Care

A micro algae ingredient inspired by snake venom drew a crowd at DSM. Developed especially for those in the younger generation who like to be ahead of the game, DSM promoted its new “Pre-emptive Beauty” “Wrinkle Rebel” for Millennials at CEW’s Beauty Demo.

To assist this demographic in its anti-aging pursuit for flawless skin, DSM’s proactive cosmetic approach powered by its patented SYN®-AKE peptide technology, targets potential wrinkles and wards them off before they appear. The peptide also fights oiliness.

DSM says the “notox” solution offers fast-acting results and a safe and effective alternative to more invasive cosmetic procedures. But don’t despair—if a few lines have already formed, DSM reports that new clinical studies conducted with the SYN®-AKE peptide reveal that it delivers powerful action to smooth the appearance of expression lines around the forehead, mouth and lip, with significant results in as soon as 7 days.

CBD Care Garden

Cannabinoids, made from hemp seed, were the conversation at CBD Care Garden, which specializes in active, organic plant ingredients. CBD is an antioxidant that can aid in controlling skin inflammation. The ingredient can also be used in products such as deodorants and lip balm.

Anisa International

Tools were an added category for CEW Awards this year. Anisa International had a number of competitors on display. One that was interesting was the Ritualitea Powder Mask Mixing Tool for Estee Lauder’s Origins brand. One end measures the proper amount of formula and warm water, while the other side mixes and helps smooth it onto skin.


BlendSmart is a spinning makeup brush that whirls on foundation for a flawless finish, without lines or streaks. Super-soft to the touch, it features manmade antimicrobial fibers.

It’s always interesting to note color trends in packaging at the Product Demo—and this year, a number of products stood out for their Rose Gold hue:


A gluten-free lash serum without hormones was on display at Vegalash, where rose gold tubes drew added attention to the products contained in recycled packaging. A brow enhancer and additional products are on their way into the subscription box line.

Charlotte Tilbury

Rose Gold and Night Crimson are the top choices for a variety of color cosmetics packaging from Charlotte Tilbury, including the Dolce Vita collection. The runway makeup artist creates formulas that are easy to use for the “everyday woman” who does not have professional skills.

Olympea by Paco Rabanne

Olympea by Paco Rabanne, in an eye-catching box and rose gold flacon shone brightly. The bottle, which combines a look of antiquity with modern cues, was created by Marc Ange, a designer originally from Rome. A circle, based in part on sacred talismans, features a coppery metal crown. The carton/case exhibits Olympea’s Wings of Victory in pink, white and gold tones.

IT Cosmetics

Jeu Ne Sais Quoi Hydrating Color Awakening Lip Treatment, from IT Cosmetics, comes in an awakening rose gold-toned tube.


At Florapy, coconut sheet masks of all types, in exotic-looking colored packettes, offer intense hydration with aromatherapy benefits.


Farmacy made a splash with its “farm-goodness” products in sustainable packaging (glass and PET), printed with soy inks. The cartons that house the products open up to become a brand-telling device. The honey potion, packaged in a glass jar, features a magnetized wood cap that holds a magnetic spatula on top to always keep it handy. The jars are reusable—and are ideal for purposes such as holding spices. A self-dosing serum contains “patented Echinacea” grown on the brand’s farm in upstate NY.

Derek Lam

Fragrances from fashion designer Derek Lam, who is based in SoHo feature a “fool-the-eye” architectural package design. The package fits on the bottom and top of the fragrance, leaving the white plastic at the middle “bare” and “exposed” to reveal the color of each of the 10 fragrances. The magnetic cap fits snugly on top. The outer carton’s clean white cylinder is a perfect, bold compliment.


The nail polish bottles for Oribe’s The Lacquer High Shine Nail Polish shout luxury with their unique shape and cap design. (See for more on this unique package.)

By Terry

By Terry was exhibiting its anti-aging click-stick lipsticks in 25 shades, all with the application ease and accuracy of a click pen.

Wet & Wild Lash Renegade

The shape of the package for Wet & Wild Lash Renegade perfectly suits its name.

Wen Light EDP

Chaz Dean highlights his personal photography on the bottle of his new fragrance, Wen Light EDP. The image of the aloe plant shows through the bottle and highlights the blend’s ingredients.

Vendome Paris Beauty

Beautiful quintessentially and charming French illustrations by artist Hayley Sarno draw attention to magnetized color cosmetic palettes at Vendome Paris Beauty.