268 JOURNAL OF THE SOCIETY OF COSMETIC CHEMISTS to 53.8 million units, with shaving lathers and other personal products rising from 2.65 to 59.6 million units. The estimated value of the United States aerosol market is now about $250 million compared with estimated sales in United Kingdom of oe2.5 million, but the continued growth in both markets is indicative that, in the United Kingdom and Western Europe, this style of package is due to have ever-increasing sales for some years ahead. Sales figures of aerosol packages sold in Western Europe are difficult to obtain, but it is possible that the total sales for 1956 did not reach 19.4 million units. At the beginning of my talk, I spoke of the steady growth of earnings in the majority of European countries. I mentioned that the population of a country was, in my opinion, indicative of the potential purchasing power, and I have illustrated this point as regards the American market. Now we should take a look at the European Free Trade Area. My listeners will be aware of the movement under way for the establish- ment of a common market in Western Europe, and it is envisaged that this common market or free trade area will take at least ten years to complete. I think there is little doubt that the present intention will be accom- plished. The very fact that the peoples of the free countries intermingle to such an extent these days through both commerce and holiday travel is, in itself, establishing a more trustful and friendly relationship between the peoples. At the moment, Belgium, France, Western Germany, Holland, Italy and Luxembourg have signed a treaty to create amongst themselves a customs and economic union, under the title European Economic Com- munity. The United Kingdom is committed to the project of joining the European Free Trade Area but is precluded at the moment because British Imperial Preference Tariffs would be higher than any tariff arrangement would be with the countries of the Common Market. A possible Scandinavian Common Market may be formed, incorporating Denmark, Finland, Norway and Sweden. The problem to be solved by the United Kingdom before entering E.E.C. is whether foodstuffs could be excluded from its scope. If this proviso can be accepted, then only 10 per cent of the United Kingdom imports from the Commonwealth would be affected. It is likely that the Commonwealth countries will not object to the United Kingdom participating in the Free Trade Area, and that the preferences at present accorded by the Common- wealth countries to industrial goods imported from the United Kingdom will not be jeopardised. If the United Kingdom joins, the development of the complete project may be quicker than at present visualised, and it is probable that the European market will become progressively similar to the United States market. Other countries which may join E.E.C. under special terms are Iceland, Eire, Portugal, Spain, Turkey and Greece.

MARKETING TRENDS 269 The aims of the E.E.C. are to reduce tariffs progressively, so that ulti- mately free movement of goods without tariff barriers will exist between the countries included in the Group, each participant maintaining its own tariff on goods coming in from outside the Group. It will be obviouq that, once the scheme is established and running smoothly, the possibility exists for the cosmetic industry of Europe or the United Kingdom to expand in a manner similar to the expansion taking place in the States. A united Europe may well develop on lines which are influenced less by ideas and products from the United States, and more by the European way of life. I have, during the last few minutes, been looking into the future, and will conclude my talk by advising that, for the time being, you may well see on the American market to-day those products which are likely to become successful on the Western European to-morrow.