Blazing Beauty

Crystallized packaging and beauty products shine at Cosmoprof North America

Beauty’s big story at Cosmoprof was packaging, packaging, packaging. The message is clear: for a brand to get noticed, it has to look good from the outside in—this is the age of Instagram, after all. Attention-grabbing, high-octane brilliance is what Swarovski does best, making its booth one of the biggest draws at the Mandalay Bay Convention Center, Las Vegas.

More than 40,000 beauty aficionados—the largest crowd ever—made their pilgrimage to the three-day Cosmoprof trade show this year at the Mandalay Bay Convention Center in Las Vegas. With more than 1,400 exhibitors covering eight curated areas, there were plenty of trends and new products to discover. Packaging was the hottest topic, and nowhere did it blaze brighter than in the Discover Beauty area, where Swarovski showcased more than 30 crystal-blitzed products on a truly show-stopping booth.

Swarovski’s booth was the embodiment of its beauty industry ambitions: to push the boundaries of design through crystal craftsmanship, innovation, and creative collaborations with trusted partners, bringing sparkle to the forefront of the sector. Visitors were inspired by the myriad ways crystals from Swarovski can be used.

On display were the best in beauty from hair, nails, fragrance and makeup products which all received the magic stardust treatment. For stellar haircare, Morrocanoil had the much-buzzed about 10th anniversary limited-edition bottle hand-studded with crystals to match their signature blue. Beachwaver, meanwhile, dialed up the Swarovski glamour on its must-have Darby Clips and On Set Pro Brush, as well as its new crystal Brides and Bridesmaids Beachwaver Pro curling irons. GHD’s hairdryer and Straight Iron blew everyone away with its crystallized styling, as did Pretty Young Thing’s dazzling Infrared Styler. The other curly-haired girl’s best friend, Tangle Teaser, also got a crystal makeover. And there were crystal-embellished clippers and scissors, too.

Naturally, Swarovski Crystalpixie was there to fire up the fingertips with its full complement of sparkling textures for nails, including Petite, Edge, Mood, the new Bubble, and a first look at the latest line extension, Tiny Treasures. Crystal Ninja had also done a brilliant job on the Crystal Katana gem picker for nails, and there was even a crystallized UV light.

For those who like to style their dressing tables as well as themselves, Victoria’s Secret came up smelling of roses. Swarovski presented three exquisitely crystal-adorned, limited-edition perfume bottles from past fashion shows: the winged shimmer of Heavenly Luxe, the bejeweled Deco Bombshell Holiday, and the dazzling Bombshell Luxe Crystal. YSL was another top brand to recognize Swarovski’s unique allure: its Mon Parie Sparkle Clash Edition came scattered with over 100 crystals. Others drenching their bottles in sparkle were La Prairie, M.Micallef, Givenchy and Loewe.

Facial serum and makeup is also getting in on the crystal act, with Ahava, Aupres adding sparkle with GWPs and L’Oréal going for the glow on their packaging as well as on your skin. Laneige’s BB Cushion Crystal Edition cream compact was jeweled up with Swarovski’s famously brilliant XIRIUS cut. And to demonstrate what more can be done to take packaging to the next level, Swarovski bedazzled all kinds of lipsticks, compacts, tweezers, makeup brushes and eyelash curlers into an Aladdin’s Cave of crystallized beauty treasures.

Now that Cosmoprof North America 2018’s in the books, one thing’s for certain: with a touch of Swarovski sparkle, beauty never shined so bright!