The Australian Society of Cosmetic Chemists (ASCC) held one of the first major events at the new Western Sydney Convention Centre (WSCC), which cemented the venue as a viable alternative to CBD spaces in the area
Event brief
ASCC’s 57th Annual Conference – the nation’s leading professional organisation for experts in cosmetic science and formulation – was a flagship event that drew scientists, manufacturers, and innovators from across Australia and overseas to exchange research, showcase innovation, and strengthen industry networks.
The event was secured in 2021 while the Centre was still under construction. The ASCC team was given a preview of the new centre through a special hard hat tour, which gave them a firsthand look at the space and how their programme will come to life within the precinct.
The three-day programme welcomed 400 delegates daily and delivered a rich schedule of 48 lectures, nine workshops, six keynote presentations, and a 66-booth exhibition, alongside two major social events including a Gala Awards Dinner.
“WSCC was a delight to work with, their flexibility, attention to detail and friendly staff really makes the difference,” said Robert McPherson, Lubrizol’s business manager and ASCC event organiser. “The newly-built conference centre is stunning with floor to ceiling windows allowing for an abundance of light, making a busy exhibition space feel spacious.”
Event highlights
The conference showcased WSCC’s flexibility by activating more than 2,000m2 of event space across the precinct. The exhibition ran alongside breakout workshops and keynotes, demonstrating the centre’s capacity for simultaneous, large-scale programming.
From energising buffet lunches to gala dining experiences, catering was thoughtfully matched to the purpose and scale of each event component. The Welcome Dinner featured a bespoke menu with gourmet canapés and a vibrant barbecue station, encouraging networking in a relaxed setting.
Exhibition catering stations were strategically placed to support natural flow of delegates throughout the space. Delegates also received temporary precinct membership cards, allowing ease of access to the registered club areas and ensuring discounts on F&B during the event.
Meanwhile, the adjoining Pullman Sydney Penrith provided five-star accommodation and recorded nearly two-thirds occupancy from ASCC conference delegates, including international visitors. Its close proximity to the WSCC ensured a seamless transition between conference sessions and social functions.
Challenges
Hosting a multi-stream programme of lectures, workshops, and exhibitions alongside social events required close coordination to navigate complex logistical challenges. The primary hurdle was managing the high volume of delegates, and ensuring operational flexibility for any last-minute programme changes.
The bump-in process of a large number of exhibitors also presented a significant logistical challenge. To manage this, WSCC implemented a structured approach with guided loading dock access, clear scheduling, and on-site support, resulting in a smooth setup and replenishment process.
Additional signage and event staff were strategically placed, ensuring intuitive navigation and ease of crowd movement.
Event 57th Annual Conference, Australian Society of Cosmetic Chemists
Organiser Australian Society of Cosmetic Chemists
Venue Western Sydney Convention Centre and Panthers Precinct
Date May 13 to 15, 2025
Attendance: 400 delegates
