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    MakeUp in Action in Los Angeles on 3 & 4 February 2016, the "MakeUp" event seen from another angle!

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    MakeUp in Action in Los Angeles on 3 & 4 February 2016, the "MakeUp" event seen from another angle!
    North America, USA, US - The Southwest, Beauty, Personal Care, Cosmetics, Make Up, Shows, Associations, Media, Packaging Trade Shows, Events, MakeUp in

    It is not a traditional trade show as we know them, but rather a formula better suited to the environment and atmosphere that characterizes the world of beauty on the West Coast. "MakeUp in Action" in Los Angeles, which will take place over two days, aims to bring together the "crème de la crème" of the beauty industry. Two days that will alternate both plenary sessions and highly focused workshops to take an in-depth look in the makeup industry.

    Workshops that will be conducted by consultants, brand managers and suppliers. Innovation is the cornerstone and the purpose of this event. Companies wishing to exhibit (on a deliberately limited space) will be given the possibility to do so, provided they only present their most recent innovations. The core concept is the richness of the themes covered by the various workshops and plenary sessions.

    Conferences, Workshops & Round Tables Program

    Day 1 – Wednesday February 3rd, 2016

    10:00am – 6:00pm: Visit of the various exhibitors' pop-up displays, meetings in private rooms

    10:30am – 12:45pm: Workshops

    Conducted by Dr. Luisa Oliva, International Cosmetic R&D Consultant and Pharmacist, for the formulas and Jean-Louis Mathiez, Owner & Founder of Cinqpats, for the packaging.
    These two international experts, assisted by additional experts of their choice, will lead each workshop and go through all the issues about how to develop products within each color cosmetics categories (Lips, Eyes, Face and Nail) from formulas and packaging to applicators stand point. Selected exhibitors will present their innovative formulas, packaging and applicators to illustrate these workshops.
    Targets: Brands product development, brands packaging development, brands marketing, formulators and packaging suppliers, consultants willing to know more about formulas, packaging and applicators.

    10:30am – 11:30am: Formula Workshop on Lips

    Lips products with bright colors: lipsticks, solids and liquids. The lips stain category. The crazy effects: shimmering, extremely shiny, mat. We will analyze the texture, the components, the trends in formulation and their application.

    10:30am – 11:30am: Packaging Workshop on Eyes

    Mascara packaging: latest brush developments. Revolutionary mascara "dispensers"… Are they ready to be launched? Eyelids & eyebrows require new applicators too…

    11:45am – 12:45pm: Formula Workshop on Eyes

    Mascaras, eye shadows and eyebrows: with a large range of textures. We will analyze the texture, the components, the trends in formulation and their application.

    11:45am – 12:45pm: Packaging Workshop on Lips

    Diversity of lip applicators: how to manage this category? Is the classic twist mechanism still the best solution for solid lipstick? Any new dispensing solution for solid, soft & liquid bulks?

    1:00pm – 2:00pm: Lunch

    2:00pm – 2:45pm: State of the Industry Conference

    The evolution of the Make-up business worldwide and by region. Special focus on the US market and the specifics about the West Coast (Consumers, manufacturers, "INDIE" brands).

    3:00pm – 3:45pm – New Challenges Conference: The new ways to reach consumers; The new generation of beauty apps:

    Speakers: Annabela Daily, CEO & Founder of Map My Beauty and Annie Finch, CEO & Founder of Katherine Cosmetics.

    4:00pm – 4:30pm – New Challenges Conference: The new ways to reach consumers; The use of Neuroscience

    Speaker: Spenser Apramian, Stanford Neuroscientist and Multisensory Design Specialist; A new field for development of beauty products

    4:45pm – 5:30pm – Trends & Polysensoriality Conference: Trends and polysensoriality in the digital age or how to boost polysensoriality taking into account trends

    Speaker: Pauline Bonafous, Marketing Project Manager at Groupe Carlin

    5:45pm – 6:30pm – Trends in Asia Conference:

    What's happening in color cosmetics in Asia and how it influences consumers and brands on the West Coast?
    Speakers: Florence Bernardin, CEO & Founder of Information & Inspiration

    6:30pm: Cocktail

    Day 2 – Thursday February 4th, 2016

    10:00am – 6:00pm: Visit of the various exhibitors pop-up displays, meetings in private rooms

    10:30am – 12:45pm: Workshops

    Conducted by Dr. Luisa Oliva, International Cosmetic R&D Consultant and Pharmacist, for the formulas and Jean-Louis Mathiez, Owner & Founder of Cinqpats, for the packaging

    10:30am – 11:30am: Formula Workshop on Face

    Foundations are becoming across products boundaries make-up and skin care. During the workshop, we will reveal their secrets: the major dosage forms, components, trends and their application.

    10:30am – 11:30am: Packaging Workshop on Nails

    Innovation limited by high industrial cost and low unit price… Is it possible to improve nail brushes? Is there a need for plastic bottles? Nail pens & pencils.

    11:45am – 12:45pm: Formula Workshop on Nails

    The continual leading trend in nails right now is high shine and long wear. In nail polish and gel trends, the nude nail is huge in 2015. Soft, demure, neutral color shades are on trend this year and beyond.

    11:45am – 12:45pm: Packaging Workshop on Face:

    What is the limit between face make-up and skincare? Complex packaging category: Bottles, tubes, pumps, puffs, sponges, applicators… New dispensers: airless & cushion packs…

    1:00pm – 2:00pm: Lunch

    2:15pm – 4:00pm: Workshop Summary and Round Table:

    Summary and presentation of the four workshops and open debate in presence of various West Coast brands and full service suppliers representatives

    Four reports about the workshops made by:
    Packaging: Jamie Matusow, Editor-in-Chief of Beauty Packaging magazine
    Formulas: Brian Fox, Founder of Innovative Design House, Genealogy Beauty

    Roundtable, moderated by Charles-Emmanuel Gounod, CEO & Founder Beautyworld Connexions, with brands representatives reacting first to the four reports and then talking about the West Coast and Indie brands specifics:
    - Samantha Cutler, Chief Product Development Officer at Stila Cosmetic
    - Brian Fox, Founder of Innovative Design House, Genealogy Beauty
    - Christophe Guesnet, Senior VP Purchasing & Packaging Development, Chanel
    - Kate Helfrich, Senior Director, Product Development & Marketing, Sephora
    - Bill Hughes, Director, Global Marketing and Product Development, Bare Escentuals
    - Ingrid Jackel, CEO, Yes To Inc.
    - Laura Nelson, President & Owner, Spatz Laboratory
    - Sylvie Rouaix, V.P. Product Development, Kendo
    - Jill Tomandl, VP Product Development and Innovation at Estee Lauder, Smashbox

    Conferences schedule, topics and speakers are subject to change

    See also

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    The third edition of MakeUp in SaoPaulo will take place on December 7 and 8 next at the Centro Rebouças in Sao Paulo. An edition that will take place in a slightly gloomy economic climate, as everyone knows. But paradoxically, the cosmetic sector in general and the make-up / skincare sector in particular are doing rather well. The statistics published in March 2015 by the ABIHPEC prove it and recent projections since this date confirm it. Overview with Joao Carlos Basilio, the President of the ABIHPEC.

    The American consumer's obsession with beauty

    In today's rapidly and constantly evolving beauty biz, it seems that the more things change, the more they stay the same. Or do they? In this deep-dive look at the state of beauty, Jennifer Stansbury from The Benchmarking Company shares findings from TBC's latest PinkReport: "The American Consumer's Obsession with Beauty Products, Yesterday, Today and tomorrow": A retrospective look at yesterday's beauty trends, influencers and behaviors, as well as a comprehensive examination of today’s beauty landscape.

    MakeUp in New York rewards packaging and formulation creativity at universities

    On July 13th seven members of the MakeUp in New York Jury, comprising some of the most prestigious brands in the Beauty industry, came together at the request of the MakeUp in NewYork organizers to select the three winners of the competition "Innovation and Packaging Creativity" organized each year with several American universities. The three laureates will be awarded on September 7 at 6pm at the MakeUp in NewYork event. An evening which will also be animated by an original presentation from the FIT students.

    Will the UK remain a platform of access to the European make-up market?

    The make-up sector is booming in the UK. Although the Brexit brings some uncertainty, the indoor market is vibrant and businesses are creative, bringing fresh ideas, and reshaping standards. At a round table bringing testimonials from the brand, retail and manufacturing side, MakeUp in New York will bring insights into the world of make-up in the United Kingdom, and draw the trends in textures, formulas, packaging of this vibrant market.

    US Beauty market closely linked to the rise of smartphones

    Never, before, heavy-weights in the US makeup and skincare market will have been confronted to such a revolution in consumer beauty products. A totally new dynamics, coming from Internet sales, social networks, bloggers, which is at worst, destabilizing and, at best, giving a real boost to leading brands in the industry. The next edition of MakeUp in NewYork and more particularly its conference cycle will place a special emphasis on this phenomenon. One thing is sure, nothing will ever be the same again!

    MakeUp in NewYork: Reflection of American and Latino dynamism

    More than a hundred exhibitors, including 30% first time exhibitors, a prestigious partner, Maybelline (L'Oréal Group), a new series of original and topical conferences with several dozens of high profile personalities from around the globe, indeed this sixth edition of MakeUp in NewYork promises to be particularly exciting. It must be said that, on the other side of the Atlantic, the "beauty" industry and more particularly the "makeup" industry are doing amazingly well. And not just in the United States, but also in Mexico and Canada.

    MakeUp in Paris 2016: Better than ever!

    The recent 7th edition of MakeUp in Paris – which brings to 18 the total number of "MakeUp In" events organised worldwide since the first edition in 2010 at Espace Pierre Cardin on the Champs Elysees – will no doubt go down in history as one of the best ever. It attracted over 3,500 visitors in just two days and more than 1,700 conference attendees, figures never before reached. All the keys for success were present, in other words a very busy, very "pro" show of increasingly international scope (29% foreign visitors), a clearly not-to-be-missed occasion!

    MakeUp in discovers the ancestral bond between make-up and perfume

    This will be one of the highlights of this seventh edition of MakeUp in Paris. As in the previous editions and with the active collaboration of the Anne Camilli et Cie Agency and its Musée à la Carte®, but also with Isabelle Ferrand, (Cinquième Sens Company), visitors will have the opportunity to discover more than 80 collectibles over 250 years old, demonstrating that make-up and perfume have always been closely related and they will also be able to participate to an olfactory workshop to test and try to recognize a selection of characteristic make-up scents. A great and exciting moment not to be missed.

    Digital mania at MakeUp in Paris: The debates

    A mix between on-line and off-line worlds, "Digital Store" concepts can now be seen in many sectors (cosmetics and well-being, of course, but also the hotel industry, food stuff, ready to wear...). The perfume and cosmetic sector are at the forefront. Equipped with innovative features such as connected shop windows, interactive POS or sales aid tablets, these new stores present offers to consumers, which perfectly match their profile and enable to learn more about their tastes and habits. At MakeUp in Paris, you will be at the heart of the issues raised by this new "digital mania".

    Digital Beauty: MakeUp in Paris looks to the future in new area

    It's unavoidable! A blend between online and offline worlds, Digital Store concepts and Digital applications now emerge in many sectors and the beauty industry is at the forefront, with leading brands in the domain. Equipped with innovative features such as connected shop windows, interactive POS or sales aid tablets, these new stores are enabled to propose consumers offers which are perfectly tailored to their individual profile and to learn more about their tastes and habits. For two days MakeUp in Paris will be central to this debate, with a brand new Digital Area at the Show entrance and a series of conferences that will bring together high level speakers.

    Nearly 20 conferences at MakeUp in Paris

    Nearly twenty conferences led by thirty speakers on topics as varied as the everyday work of a MakeUp Artist, the expectations of Distribution, the art of using an applicator, the extraordinary impact of a sample on product sales, the fantastic progress made by tools dedicated to Packaging Design, the training of students who one day will be in charge of managing these specific tools, and finally the dominating influence of environmental concerns in all these Beauty related activities.

    Mission complete at MakeUp in Seoul 2016

    The third edition of MakeUp in Seoul was even more successful than organizers had hoped. With a total of 2416 participants to the exhibition area and more than 1,230 people attending the conferences, this edition was up to the expectations of all the players in the make-up industry who visited the show during these two days. Above all, MakeUp in Seoul demonstrated that it was already a major international event with exhibitors and visitors coming from around the world.

    MakeUp in New York will take place on September 7 and 8, 2016 at the Grand Prospect Hall in Brooklyn

    It's official, the next edition of MakeUp in NewYork will take place in Brooklyn, the hippest neighborhood in town. And not in just any place... The Grand Prospect Hall, situated exactly twenty five minutes from midtown Manhattan. A mythical, original, off-beat and friendly venue. Undoubtedly this sixth edition of MakeUp in NewYork will live up to the reputation of an event that will be in its eighteenth edition in the World.

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    • Modified 17 Nov 2015
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