“The new name reflects currently reality,” said Cosmetics Europe director-general Bertil Heernik in an exclusive interview with CosmeticsDesign-Europe.com.
“The European identity of our association is recognized globally, across the whole range of personal care products. Therefore, we wanted to reflect this in our name.”
Name change reflects European roots and operational changes
The decision to make the name change was taken by the association’s board of directors and was supported and approved by the membership towards the end of last year.
There have also been significant operational and logistical changes at the organisation, which made the timing of a name change more pertinent.
In fact, the name change coincides with the fact that the organisation has moved its headquarter location to Avenue Herrmann-Debroux, right in the commercial and business heart of Brussels.
Office relocation reflects expansion and increased needs
The relocation of the office was prompted by the continued expansion of the associations activities, and, as Heernik puts it: “… to accommodate the increased needs of our association as a centre of excellence, speaking for our industry on behalf of the membership.”
The name change is also underlined by a completely revamped logo, featuring a sharp modern design with the words ‘Cosmetics Europe – the personal care association', below it, as demonstrated in the illustration accompanying this article.
According to Cosmetics Europe, the European cosmetics industry currently represents one third of the global market and accounts for approximately 1.7 million jobs, including approximately 17,000 scientists mainly working in research and development.
Cosmetics Europe was established 50 years ago and now works with 18 multinational companies, 27 national associations and 4,000 SMEs to ensure that the industry provides European consumers with products that comply with EU regulation and safety standards.