World leader in a market of 500 billion €* which is rapidly rising again and second contributor to the positive balance of foreign trade of the country, the French sector of perfumery-cosmetics is facing aggressive competition from new players operating on the international market, in particular Asian, all that export is one of the keys to the future and recovery.
One of the key measures of the estates general of the sector gathered by Cosmetic Valley in October 2020 was to launch a European dynamic for the large export markets. It is now operational.
Global Cosmetics Cluster-Europe: to benefit from European resources
Cosmetic Valley has decided to restructure and strengthen the pole's international support services. This strategy is based in particular on the resources offered by Europe where the cluster has been very active for several years through its European metacluster which has been labeled "European Strategic Cluster Partnership". Cosmetic Valley has thus been involved in many European projects such as "AgriWasteValue" (valorization of co-products from viticulture and arboriculture), "InnCoCells" (innovative cosmetics from plant cells), as well as in European platforms and networks, while relying on the offices of the regions in Brussels. This commitment now allows the cluster to involve French companies in the European dynamic and to offer French SMEs the new "Global Cosmetics Cluster-Europe" program to benefit from European resources and help them at different levels: R&D, business and export, skills development.
French companies can now rely on the "Global Cosmetics Cluster-Europe" export acceleration program. Coordinated by Cosmetic Valley, it federates six European cosmetic clusters and benefits from the support of the Cosme programme, a European Commission scheme financing actions directly carried out by European clusters to support the internationalisation of their SMEs and facilitate their access to new markets.
The "Global Cosmetics Cluster-Europe" acceleration program is available free of charge to all SMEs in the French cosmetics sector. It is divided into four parts:
1/ Market knowledge: monitoring and market research
The program allows companies to benefit from a watch on the five target countries: Mexico, South Korea, United States, India, United Arab Emirates, with 12 monitoring bulletins free of online access (business, trends / technology, regulation ...), and in-depth market studies on each country.
2/ Rise in skills: "Go International"
Four main actions are proposed to SMEs in the sector to develop their export skills:
- Workshops on internationalization: legal, intercultural regulation, market, trends, innovative technologies... (Go International Workshops)
- Specific tips
- Coaching and mentoring
- Peer2Business: sharing experiences between European SMEs
18 SMEs have already participated in the first "Go International" workshops.
3/ Business Development: Four B2B Missions
In addition to a showcase of know-how in the form of a MarketPlace platform, the program provides for four missions, by August 2022 to support SMEs in target countries and to promote BtoB meetings in order to establish business flows and partnerships with counterpart clusters.
The first mission will take place in Dubai from 2 to 6 October 2021 on the occasion of beautyworld Middle East.
4/ Funding: access to European programmes
The programme plans to support companies on the financing side by informing them about the various public and European funding programmes and by giving them access to the right interlocutors.
The new international strategy of cosmetic valley is also "Chèques-Relance Export" to participate in international fairs and benefit from tailor-made support.
For 25 years, Cosmetic Valley has been organizing industry pavilions at the main trade shows: China Beauty Expo, In-Cosmetics Global, Beautyworld Middle East... In 2021, Cosmetic Valley becomes a financing lever by being approved to the Chèques-Relance Export scheme by the "France Export team" of Business France. The Chèques-Relance Export are intended for SMEs and mid-caps in order to support, in a personalized way, their export activities in this acerbic international context. This scheme will end on 14/12/2022.
It should be noted that the profession and the territories ask the State for the recognition of the export sector brand: "Cosmetic Valley France" which in this case enjoys a great reputation on the major international markets. According to Cosmetic Valley executives, "only an established industry brand will be able to carry high and far the values of our industry, necessary for its recognition."
Specific actions in the territories: the Sirena programme
In line with the Global Cosmetics Cluster and the development of European calls for projects, initiatives are also being carried out in connection with the regions. Cosmetic Valley signed in January 2020 with the Nouvelle-Aquitaine Region, the action program "International Regional Strategy of Ecosystems of Nouvelle-Aquitaine", known as "Sirena", aimed at accelerating the international development and attractiveness of the regional cosmetic perfumery sector.
This tool for sharing territorial strategy provides for two lines of action:
- inform to develop the ambitions and projects of regional companies internationally,
- facilitate networking with European and international players with a view to promoting innovation projects and access to new markets.
7th edition of Cosmetic 360
Building on the success of its virtual edition (110 exhibitors including 55% international, 67 countries represented, 21,800 interactions), e-Cosmetic 360, the cosmetic 360 international show returns in force in 2021 with a hybrid formula, mixing distance and face-to-face meetings. Part of the state's recovery plan, the 7th edition of the show is intended to be a springboard to revive French industry on the international scene in a period of heightened competition. France will thus be the country put in the spotlight during this 2021 edition.
Local and regional authorities will be strongly mobilized to help SMEs exhibit there, with the presence of the Centre-Val de Loire regions (technical and financial support from Dev'up), Nouvelle-Aquitaine and Normandie which, this year, offers exclusive aid of up to 80% subsidy under the Impulsion-export programme.
This year, the show will be twinned with the annual Summit of the French perfumery-cosmetics sector organized as an extension of the first states general of the cosmetics sector. A "highlight" of the sector for its professionals and decision-makers in 48 hours Cosmeto.
*Source: Cosmetics Europe & Euromonitor International – 2019