Edelbio at the 2007 Beyond Beauty Cosmeeting

Live from Cosmeeting 2007: Swiss Organic Skincare company Edelbio makes a grand debut at this popular expo, the meeting place for "brands on the move." We'll be reporting live from the event.

For those of you who might not know the importance of this event, it’s, well, very, very important. Basically, a gathering of all the big names in beauty, from distributors to brands, packaging to press, mainstream spa to beauty niche.

It’s the latter category where Edelbio finds its place. Beauty Niche, as described by Sephora’s Natacha Dzikowski, consists of those brands “that tap into the imagination, that offer a beauty solution that break with the mainstream.” It could be a theme offering, scientific innovation, a holistic approach, creative angle, or global lifestyle shift.

What’s interesting is that Edelbio could fit into any or all of these categories, and we’re left wondering not only which is the most effective, but what is the most true to the brand.

More to come…