A particularly rich conference program spread over two days will bring together no less than 28 speakers, on September 7 and 8 at the sixth edition of MakeUp in NewYork.
Main highlights include an update of the "makeup" dynamics in the US and the major changes generated by online sales, the impact of social networks, the gathering momentum of these famous "Indie Brands" and the influence of "Latin" consumers.

Not to be missed either will be the conference dedicated to dark skin, where emphasis will be placed on the challenges faced by formulators in the development of make-up products for these skin types... There will also be a special focus on two countries which in their own way are influencing the United States, namely Mexico as an industrial platform and a big consumer of makeup products but also the UK with its current issues and especially its future challenges.

There's also an apportunity for the teams of the L'Oréal Group and of Maybelline to present their strategies, and in particular their "Open Innovation Strategy". Here is the full program...

Wednesday September 7th, 2016

10:15am - 11:00am "State of the US Beauty Industry"

Major trends, consumer behavior, etc…
Key Note speaker: Kissura Mondesir, Director, Industry Analyst, Beauty, NPD.

11:00 – 11:30am "Maybelline, an American success story"

Conference by Trisha AYYAGARI, Senior Vice-President Global Marketing, Maybelline New York.
Trisha Ayyagari will present us the Maybelline brand, she will share her expectations from suppliers and her opinion about the evolution of the cosmetic industry.

11:45am – 12:45pm "What will be the new situation in the UK?"

An overview of the British beauty market with experts' views from brands and the retail side. What are the challenges and opportunities of the UK market? What will be the issues at stake between the UK and Continental Europe?
The round table moderated by Eva Lagarde, Premium Beauty News, will start with a presentation of the market and the products trends by Victoria Lambah-Stoate, Beauty expert at the In-Trend agency, followed by an informal debate with the participation of:
- Grace Fodor - founder of make-up brand
- Karine Tiano - Founder of Go-Beauty, agents for Beauty Brand
- Rebecca Goswell, Global Creative/Art Director HCT Group

1:30pm – 2:15pm "Global beauty trends exposure and the value of mega TV marketing"

Conference by Eve Pearl, CEO & Founder of EVE - PEARL® Beauty Brands

2:30pm – 3:00pm "The growing importance of the Mexican markets"

Mexico is a growing market with a population of 120M consumers. In addition Mexico is becoming a prime manufacturing location for both the local market and export to the US. We will share highlight about this market and the importance for the US beauty industry.

3:15pm – 4:00pm "What's Up in Mexico"

Round table moderated by Charles-Emmanuel Gounod, Beautyworld Connexions, with the participation of:
- Jose Filipe, Executive Vice President, Albéa
- Vincent Groccia, Sr. Vice President Operations Americas,
- Alfonso Rodriguez Peña, C.S.O., Swan Cosmetics de Mexico
- A representative from the Jafra Cosmetics Company
- Andrea Ibarguengoitia, CEO of Pai Pai
- Carlos Bergunza, General Manager of the Mexican Cosmetic and Personal Care Chamber of Commerce.

Thursday September 8th, 2016

10:15 – 11:00am "Creating makeup for dark skin: Why is it such a challenge?"

Conference by Aïmara Coupet, Makeup Expert, Marketing & Product Development Brown Skins Specialist.
This conference is about understanding the challenges of creating perfect makeup products adapted to brown skin and also giving some answers, some keys to achieve better results. What are brown skin specificities and needs, and how do they impact the makeup result? Why shade extensions are not enough? Do we need specific formulations? Aïmara Coupet, who relaunched the entire product catalog of the French Makeup Brand BlackUp, will share her knowledge and give some food for thoughts to imagine tomorrow's makeup products…"because the world of tomorrow is definitely mixed!"

11:15am–11:45am "L'Oréal Open Innovation strategy"

Conference by Anne Alcoloumbre, Open Innovation Packaging Director at L'Oréal.

11:50am – 12:30pm "TBC's Ten Year Beauty Benchmark: A Consumer Love Affair with All Things Beauty"

Conference by Jenn Stansbury, co-founder and managing partner at The BenchMarking Company.

1:30pm – 5:00pm "What's Up in the US; The evolution of the US color cosmetic business model"

How brands and industrials adapt themselves to color cosmetics new distribution channels and consumers behaviors (i.e. digital,3D, beauty boxes)? What about the growing importance and specifics about the Latinos market? The rapid growth of Indie brands vs. corporate brands?

1:30pm – 2:15pm "The World in Changing, the US beauty environment too… "

Round table moderated by Karen Young, The Young Group, with the following themes:
- "What is next on Social Media?" by Robert Ricci, Senior Digital Strategist and Integrated Marketing Consultant
- "The growing importance of the Latinos market in the US" by Regina Merson, Founder Reina Rebelde. Latinos is the fastest growing ethnic group in the US and over index in personal care product use. They spend much more than Caucasians and brands are finally beginning to target them. We will tell you more about their beauty behavior?
- "What is the impact of 3D printing in product development?" by Grace Choi, inventor Mink, a 3-D printer that can print makeup and transform any image into a wearable color cosmetic.

2:30pm – 3:15pm "The US beauty environment is changing, brands must be changing too… ; The growing importance of the Latinos market in the US"

Conference by Elle Morris, President of Elmwood NYC.
Elle Morris will share with us her views about the evolution of the Latinos culture, its consumer's consumption specifics and its impact on the beauty brands positioning as well as on the color cosmetic products distribution.

3:30pm – 5:00pm "Indie brands; How they changed the Beauty landscape and what is next?"

Conference & Round table on new trends and how Indie Brands influence the market. Moderated by Leila Rochet-Podvin Founder of Cosmetics Inspiration & Creation and Jennifer Ritter from JR Consulting .

Trends Presentation - "The evolution of MakeUp and the impact of Indie Brands"
- Leila Rochet-Podvin Founder of Cosmetics Inspiration & Creation and Jennifer Ritter from JR Consulting

"Indie Brands – The vision of a MakeUp Supplier"
- Steve Blanchet, President/CEO, Owner and Alyssa Lindsey Ceto, Director of Sales & Innovation at CSR Cosmetic Solutions

Roundtable discussion – from traditional brands to Indie brands – what are the major challenges, the key changes and the recipe for success.
Moderated by Leila Rochet-Podvin and Jennifer Ritter with the participation of:
- Nicole Masson, Vice-President Product Development MAC Cosmetics
- Trisha Ayyagari, Senior Vice-President Global Marketing, Maybelline New York
- Damiana Zullo, Global Head of Product Development at BECCA