During 6 – 10 November 2022, the Romanian company CAHM participated in EquipHotel, the most important international event for the hospitality and food services sector, held in Paris. During the prestigious event, the Romanian cosmetics industry triumphed at the highest level, through CAHM representatives, who launched on this occasion, the Shampoo Pearl, the only outstanding cosmetic innovation of this year’s edition of the show.
A unique worldwide patent, the biomaterial solution developed by the CAHM team, the result of 5 years of teamwork, is designed to change consumer’s personal care behaviour as well as contributing significantly to the future of a green cosmetics industry, as it involves no plastic in packaging.
“Before each participation in EquipHotel we experience an incredible emotion, the greatness of the event makes us anxious, but also very careful about how we will present ourselves. I tend to believe that this excitement is also generated by the fact that we are the only Romanian company participating in the last 3 editions and we feel a responsibility towards the tricolor. We started to outline the stand plan in June 2022 and we did a rehearsal in the courtyard of the space where we have our offices, 2 weeks before the event. I would like to take this opportunity to thank everyone in our team, as well as those who supported us to be able to present all the materials in such a short time and I would like to mention, in particular, Vladlen Babcinețchi, the designer of the creative concept of the stand, Mads Kreative and Alexandra Catrangiu, the author of the pearl costume, CAHM patent. It’s hard to describe the feeling we felt, but it was incredible, I would dare to compare it to a gold medal at the Olympics or a super performance at the World Cup”, said Andrei Severin, CAHM CEO.
“Pearls, a symbol of elegance and nobility, have been and remain my favorite jewelry. And the challenge that the CAHM team gave me, suited my concept as a designer who promotes beauty and classic elegance and, I must admit, I was honored to be part of such a beautiful project. The innovation they bring to the public inspired me both with the choice of material of the costumes I created, fine, pearlized, and the accessories. Following the direction of the brand, I felt that in the sea of care products, like rare pearls that after opening many shells, show themselves, their royal refinement also attracts our attention”, says Alexandra Catrangiu, clothing designer.
“The showroom space, designed to offer visitors multiple sensory experiences, was designed around the innovative Skin Care Pearl, making it the focus of the composition. We imagined a soft atmosphere with neutral tones, directing the viewer’s attention to the product with the help of lights and through the balanced dosing of contrasts,” said Vladlen Babkinetschi, sculptor.
The preparation of the CAHM presence at the event to the highest international standards, designed to deliver the message “here is the future of cosmetics”, won the respect of competitors, sustainability researchers in France and attracted the appreciation and congratulations of potential consumers and organizers. The solution proposed by the Romanian company to the global market was so attractive that 3 of the top 10 hotel chains in the world showed interest in buying it.
The patent developed by CAHM is preparing to conquer the US market with a first presentation in New York, in the first part of 2023. It will be available on the market from March next year, when stability studies will be completed, in accordance with the Cosmetic Products Act 1223/2009. CAHM is considering requesting a change in legislation at EU level to create an adapted framework for its innovation, which refers to personal care products encapsulated in a biomaterial that does not generate waste after use.