Can ECRM Do for Prestige What It’s Done for Mass?

In nearly 20 years, ECRM has become the mass market’s go-to for new products. Each show’s hotel atmosphere guarantees manufacturers a captive audience comprised of buyers and distributors, with regular attendance by retailers such as Walgreens and CVS. But the jury is out on it’s latest venture, a show for the prestige market, which took place this summer. The event, Prestige Beauty Cosmetics, ran concurrently with ECRM’s mass cosmetics and fragrance show, was attended by fewer than a dozen early adapters. Those who attended, however, were pleased with their experience. Here, a recap of some of the biggest news from the companies represented.