Dagmar Chlosta, Schwan Cosmetics’ chief market officer since last November, says the company is reacting to changing consumer expectations and behaviors, and is currently “in a transition phase, moving from a cosmetics pencil expert and manufacturer to a beauty enabler.” She says, “That means, we are expanding beyond our tried and trusted product portfolio – which is still going to be the core of our business – and will offer our clients new customized products and solutions. This is reflected in our new corporate slogan which we will show for the first time in Los Angeles: Schwan Cosmetics. Tomorrow’s beauty. Now.”

To achieve this goal, Schwan, “inventors of the wood cosmetics pencil,” will focus on three pillars: speed to market, differentiation and innovation. A special emphasis is on Gen Z who are socially conscious and care about the environment. In accordance with this consciousness, Schwan will present vegan products from liquid liner to loose powder, sharpenables, mechanicals and mascaras as well as biodegradable components like sharpeners and caps.

Two other focuses at the show will be current beauty trends: “Men’s Cosmetics” and “Athleisure.”

More Info: MakeUp in LosAngeles Booth No. 319