At the Cosmetic 360 exposition, Greentech presented a distinctive experience with an engaging pod, inviting attendees on a journey to 2045 for a shared glimpse into the beauty industry’s future – a venture where science, inventiveness, and joint ideation converge.
Spearheaded by Greentech, a firm that specialises in biotechnologies and natural cosmetic ingredients, 18 specialists across various disciplines (science, design, economics, sociology, CSR, communications, forecasting…) collaborated for several months to examine the potential outlook for the cosmetics sector by 2045. They employed a forward-thinking design method crafted by the Burson agency and Le Comptoir Prospectiviste, the project’s architects.
Their efforts culminated in a comprehensive report, generously shared by Greentech with the entire beauty industry, visually represented through a tree diagram illustrating possible advancement pathways. However, the strategy was largely embodied through a Biotechs 2045 Prediction Module, showcased at the recent annual Cosmetic 360 (October 15th-16th, 2025). This involved a voyage through time, propelling guests into the upcoming era of cosmetics!
Foreseeing choices in innovation
This singular undertaking reflects Greentech’s commitment to fostering a genuine strategy of open innovation. “While we continue to introduce innovative actives and concepts, our goal this time was to broaden our scope and involve the entire sector, encouraging shared design of the future of cosmetics. It’s a joint undertaking, a thoughtful, forward-looking, and imaginative process,” states Jean-Yves Berthon, CEO of Greentech.
The tree diagram symbolizes eight predictive scenarios, each offering a plausible outlook on the future of the beauty industry. Every scenario aligns with a prospective route that may shift based on the technological, societal, and ecological decisions made by the industry in the years ahead.
“The work carried out by the expert panel yielded illuminating and profound understandings of potential futures, as well as pioneering concepts. By disseminating them among industry stakeholders, we sparked reactions and contemplation, which was our intention,” emphasizes Frédérique Lenglen, Wellness Director at Burson, overseeing the project with Greentech.
“Nothing is definitive,” states Berton. “Each trajectory can alter course depending on geopolitical, societal, and environmental circumstances. These adaptable, flexible scenarios still allow for discretion and initiative.“
Beyond the inventive and creative methodology, Greentech’s goal is to amplify awareness within the industry regarding the accountability of today’s decisions.
“The directions we establish now will influence the cosmetics of tomorrow. For instance, a shift towards a more technology-driven society will also reshape our bond with our bodies, beauty, and the natural world,” he points out.
A three-phase expedition
The undertaking will span three years. The initial phase centers on discovering the tree structure and its eight scenarios. A vote aided in identifying the three scenarios considered most appealing by the attendees. The subsequent year, Greentech intends to delve deeper by transforming the scenarios into absorbing cinematic works.
“We’re still deciding whether to prioritize the three top scenarios or alternate between the most and least desirable ones, but our priority remains prompting reflection among the public,” says Berthon.
Finally, in the third year, the module will evolve into a neurosensory experience. “It will offer an even more profound engagement, enabling visitors to see, feel, and experience the future. We aim not just to have people ponder the future but to truly bring it to fruition,” he adds.
A pioneering beauty industry
Through this expedition into the future, Greentech underlines the vital necessity of anticipation in the ever-evolving beauty sector. The company also aspires to convert foresight into a tangible catalyst for innovation, deliberation, and dedication.
“It’s no accident that this endeavor is unfolding now, amidst a world grappling with significant disruptions and paradigm shifts that complicate forecasting. In fact, the cosmetics domain requires a vision for what’s to come. It should consistently be a step ahead. This approach aids in sustaining this leadership, not in isolation, but via collaborative innovation with the entire industry,” Berthon concludes.
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