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2020 Agenda Announcement

Smithers is pleased to announce the 2020 Cleaning Products Latin America agenda! 

Day 1 | June 2

Registration & Welcome

  1. Registration Opens & Continental Breakfast Available

  2. Welcome & Opening Remarks

    Presented by ABIPLA

Session I: Market Trends in Latin America

Moderator: Andre Chieffi, R&D Manager, P&G

During this session, speakers will give an overview of cleaning product trends in Latin America, consumer desires and new packaging solutions.

  1. Challenges, Results of ABIPLA Actions in 2019 and Brazilian Trends in Cleaning Products

    Paulo Engler | Executive Director of ABIPLA

    • Invitation for governmental officials as speakers
    • Courtesy invitation for governmental officials (City Hall, State Government) and press
    • Discount´s policy for ABIPLA´s members
    • Dissemination of the CPLA full program
    • Media tool kit for Brazilian press and other key opinion leaders
  2. Latin American Cleaning Products industry evolution

    Paolo Mazza Forno | Commercial Engineer of Empresas Demaria

    How the Cleaning products Industry in Latin American is moving ahead of Consumer trends, in a Circular Economy way, to fulfill next generation’s needs, in an open Latin American commercial market

    • New consumer trends along the Region
    • Key products for a healthy family, business, and hospitality services
    • Circular Economy as a base of a sustainable industry, with non-impacts for future generations.
    • A task for a regulatory convergence along the Region, thinking in the future integration with the world.
  3. Understanding the New Clean Freak in Latin America

    José Alberto Pino Andrade | Home Care Marketing Manager – Latin America Consumer Solutions of Dow

    Dow presents Clean Freak, with 5 biggest trends and their impact to have a new generation of products which can be enabled technically with a synergy of different chemistries as silicones, acrylates and cellulosic, based in new claims on transparency, efficacy, convenience and sustainability for laundry, surface & dish cleaning. Let’s seek together for a category that is growing in LATAM and is requesting Circular Economy, new packaging and simplification, keeping affordability as a must.

  4. Let’s Talk About Sustainability

    Jorge Araya | Research Analyst of Euromonitor International

    Sustainability is a hot topic in FMCG. It is not, however, a priority in much of Latin America. Ignorance of the potential risks to the business and brand capital, the lack of concrete government actions and a lack of information regarding its importance to consumers are just a few of the objections companies list when talking about investing in and incorporating sustainability.

    Brand strategies focus on putting consumers at the center, and consumers across the globe are increasingly valuing sustainable options regarding plastic, water usage, circular economy models, chemical and non-biodegradable ingredients and energy costs. So, let’s talk about it! How important is sustainability for the company? What specifically is the company investing in regard to sustainability? What is the company’s strategy regarding packaging/renewable energy/water? Are there examples of collaboration between companies that have led to innovation?

    In this presentation, we’ll be covering what aspects of unsustainable production could put the home care industry at risk in the future, how companies and governments have designed short-term preventive measures, the barriers to sustainability, and how the strategic focus of the entire industry, accompanied by government efforts, should favor sustainability initiatives. We’ll also cover this from a qualitative standpoint highlighting specific case studies of products and initiatives from around the globe.

  5. Networking Break

Session II: Regulatory Landscape in Latin America

Pablo Rodriguez, Executive Director, ALIADA 

This session will address how to harmonize information in each country and have the countries work together with the authorities to implement the regulations.

  1. Authorities Panel

    During this panel, four representatives from government authorities in Latin America will discuss the latest regulations and give updates on ingredient transparency, labels, plastics and packaging.

  2. Networking Lunch

Session III: Disruptive Technologies

Moderator: Viviane Souza, Head of South America – Household Care, Novozymes

What disruptive technologies are changing the cleaning products industry and the way products are made, sold and understood by consumers?

  1. Regenerative Design of Cleaning Products - A Growing Field

    Martin Wolf | Director, Sustainability & Authenticity of Seventh Generation

    As environmental awareness has evolved, so too have sustainability practices evolved, from reduction of negative environmental impacts (doing less bad), to environmental restoration (repairing the damage done), to "regeneration" (the creation of positive environmental impacts from product sourcing, manufacturing, and use). Frameworks for regenerative systems have been proposed for agriculture, forestry, and medicine, but what does it mean to have a regenerative cleaning product, and is it possible to sustain giving back more than you use? This presentation considers whether engineered materials, chemical products, processes, and product systems can be regenerative, whether giving back more than you use is sustainable, and proposes a framework by which to design and evaluate such systems.

  2. Delivering on the Promise of a “New Clean” with Probiotics

    Sarah Shepherd | Business Development Manager for Microbial Cleaning of Novozymes

    Probiotic claims and technology are entering the home care aisle and consumers are noticing. When surveyed, over 49% of US adults who do household cleaning said they would be willing to try a probiotic cleaner. As awareness of probiotics across multiple segments grows, how will companies deliver on consumer expectations with the right solutions? Together we will explore what claims excite consumers in this new space and how microbial technology can deliver novel benefits.

  3. Title Coming Soon - Pilot Chemical Company

    Colin Horwitz | Head of Innovation DS&C of Pilot Chemical Co.

    An innovative, nearly 100% active surfactant blend provides a platform to develop and create cleaning products ranging from laundry pods to hard surface cleaners. Tests show products with the blend have superior performance to most of the tested HI&I type cleaners at lower surfactant use levels. The high active nature of this state-of-the-art blend saves materials and transportation costs, encourages imaginative and flexible product formulas, and enhances a product’s sustainability footprint.

  4. Networking Break

  5. Protection & Prevention of Outbreaks for Home Care and Professional Hygiene

    Craig Carter | Marketing Director – Americas, Microbial Control Solutions of Lonza

    In a world with 7.7 Billion people, the rapid spread of novel viruses and bacterias that are even more resistant is a real danger. This presentation will take a closer look at ways to avoid outbreaks and protect/educate the population with safer disinfection processes and technologies.

  6. Panel: Driving Innovation Through Collaboration

    Moderator: Viviane Souza, Head of South America – Household Care, Novozymes

    Panelists to be announced!

  7. Closing Remarks & Evening Welcome Reception

Day 2 | June 3

Registration & Opening Remarks

  1. Registration Table Open & Continental Breakfast Available

  2. Welcome & Opening Remarks

    Paulo Engler | Executive Director of ABIPLA

Session IV: Circular Economy, Sustainability and Retailer Initiatives

Moderator: Juan Bonelli, Regional Home Care Regulatory Manager, Unilever

This session will cover the circular economy and the companies who are working towards recyclable and reusable plastics, sustainability and 2025 initiatives.

  1. Case studies: Delivering Sustainability to the Cleaning Market

    José Davi Pugliese | Business Development Manager, Latin America Home Care & Water Treatment of Croda

    • Fabric Care: How to protect and extend the lifetime of clothing
    • Zinador 35L: A new odor neutralizer for laundry formulations
    • Eco Range: 100% biobased products to make your formulation more sustainable
  2. Sustainability Within the Latin American Marketplace

    Jodi Russel | VP of R&D, Cleaning Innovation, Packaging & Sustainability of The Clorox Company

    Abstract coming soon!

  3. Presentation from Procter & Gamble - Coming Soon!

    Andre Chieffi | R&D Manager of Procter & Gamble

    Abstract coming soon!

  4. Networking Break

Session V: Digital Transformation and Innovating within the Cleaning Products Industry

Moderator: Carla El-Hage Lacerda, Director of Regulatory Affairs, Reckitt Benckiser

This session will address the innovations, trends and technology that are changing the cleaning products industry and what the biggest challenges are that face Latin America. Speakers will also talk about how companies can innovate within the cleaning products industry by striving towards automation, and how they can drive innovation through collaboration.

  1. Presentation TBD

    Details coming soon!

  2. How Digital Transformation is Changing the Way Reckitt Benckiser Does Business, Interacts with Consumers and Improve Performance

    Vanessa Bentivegna | Head of Media and Digital Transformation Marketing of Reckitt Benckiser

    It is no news that digital is changing the way companies do business. however, many companies still struggle with the question "How do we transform? How do I adapt from an offline to an online world? The barriers vary from mindset, people skills, investment, capabilities, among many others. 

    Looking from a marketing point of view, RB is reinventing how mkt campaigns talk to consumers, from a massive communication with one single asset, the famous 30 seconds copies, to a targeted, integrated and contextual based approach, with different assets to different clusters.

    The journey for this included several interventions. From an organization standpoint, both the agency and the company media team changed. Talking about capabilities, we took advantage of Google platforms and started using programmatic media and insights. And last, as the key intervention point, was the implementation of an in house agency, with almost 20 people combining digital creators, business Insights leaders, media traders and project owners. This brings big agility to the media team and allowed real time decisions.

    This is speeding the transformation and improving performance for all our brands.

  3. Networking Lunch

Session VI: Clean Labels, Transparency and Packaging Challenges

QR codes are able to give consumer additional information about what is in the products they are buying. How can companies work with authorities to accomplish this and have the information on all products?

The future of plastics and packaging will need to be a sustainable one. What can companies do to become more sustainable and keep plastics in the supply chain?

  1. Innovation, Sustainability and Delivery of Safe and Sustainable Ingredients

    Speaker Details & Abstract Coming Soon!

  2. SC Johnson Keeps Global Promise, Expands Ingredient Transparency to Latin America

    Speaker Details & Abstract Coming Soon!

  3. How to Create Cost Savings with Formulations

    Speaker Details & Abstract Coming Soon!

    More information to come!

  4. How Unilever is Helping to Develop Brazil’s Circular Economy

    Eduardo Campanella | Vice President of Home Care Category in Latin America of Unilever

    This presentation will provide an overview about the category sustainability agenda in the region with examples of new formulations, labels, packaging and campaigns - detailed abstract coming soon!

  5. Ingredient Transparency Trends in Latin America

    Hal Ambuter | Vice President, Regulatory Affairs & Policy of Reckitt Benckiser

    Abstract coming soon!

  6. Panel: Challenges of Creating Products with Less Packaging and Plastic

    Panelists To Be Announced!

  7. Presentation To Be Confirmed

    More details to come!