For its seventh edition, the MakeUp in NewYork trade show will hold a thorough conference and roundtable program on September 19 and 20 blending trends and insights from expert speakers of the industry.

The two-day program will emphasize the key influences of the US market as well as international influence that shape the future of the Beauty Industry. Leading Trend Specialists, Experts and Brand representatives will cover the most exciting changes in the industry and the key challenges for the future.

"We are living an exciting era for Beauty", explains Leila Rochet-Podvin, Founder of Cosmetics Inspiration & Creation who helped the MakeUp in the curation of the conference program. "The beauty industry is undertaking major disruptive changes due to the rise of technology and new alternative paths of consumer purchases. This leads to major changes that will impact the future of beauty".

Together with Karen Young, US Industry Expert and founder of the Karen Group and Charles-Emmanuel Gounod, Founder of BeautyWorld, the team has set up a high level of Trends & Insight conference program for the visitors of the show. This year conference and roundtable will gather 35 top level speakers around key topics that will influence the future of our industry.

The first day of the program, on September 19, will focus on The US Beauty Industry – Trends & Strength of a Growing Market That Shines Internationally with a high profile program.

Exploring the State of the US Beauty Industry and What's Next

Amanda R. González, Specialist, Makeup Industry Analyst, Beauty at the NPD Group will present the "State of the U.S. Industry", an overview of current trends, consumer behavior, and future opportunities for the makeup category. This presentation will cover four main areas: Market performance (categories, retail channels), Growth Drivers (segments and themes), Trend Overview (past 12 months key factors) and What's Next?

Amanda R. González, Specialist and Makeup Analyst at the NPD Group, is an expert in the prestige makeup category. Her passion for the beauty industry and market research enable her to leverage her keen understanding of analytics and identify trends within the category. Amanda is dedicated to decoding data for beauty companies, empowering them to make the informed consumer and data driven decisions that impact their business.

How New Technologies & Sciences Are Driving the Beauty Industry?

Technology has shaken up all industries, especially the makeup industry. Consumers are embracing the advances in science and technology, as they improve their day-to-day lives and increase their sense of empowerment. What are the latest advanced in this field? How will technology & science impact the future of our beauty industry? This session will be introduced and moderated by Leila Rochet-Podvin and Charles Emmanuel Gounod.

Guive Balooch, Global Vice President of L'Oréal's Technology Incubator, will present "L'Oréal's Technology Incubator, where technology and beauty meet". This unique team, part of L'Oréal's R&I arm, develops leading innovations such as the Make Up Genius app (over 20 million uploads), Lancôme's Le Teint Particulier customized foundation, as well as the My UV Patch. Guive will share these innovative projects and will explain L'Oréal's focus on being the leader in beauty tech innovation; why innovation is important for both the industry and consumers and how advancements in beauty can inform broader research and other industry innovation.

Guive Balooch is a scientist who is dedicated to bringing cutting-edge technology to the beauty industry. A native of California, Guive has a B.A. in Molecular and Cell Biology from University of California, Berkeley and Ph.D. in Biomaterials from University of California, San Francisco.

As the Global Vice President of L'Oréal's Technology Incubator, Guive has helped L'Oréal evolve from a legacy beauty company to a true tech player that's shaking up the industry by bringing digital beauty experiences to consumers everywhere. Designed as a startup within a large organization, L'Oréal's Technology Incubator partners with entrepreneurs, academic institutions and experts across a diverse array of fields to unearth breakthrough research and first-to market technologies.

"What will the future look like according to Google? How can beauty brands make the most out of future technologies?" will be co-presented by Norah Lewin - Global Brand Lead - Beauty, Google and Charlotte van der Smeede, Brand Lead, Google. Google's innovative search technologies connect millions of people around the world with information every day. Norah and Charlotte will focus on what the future will look like according to Google and the implication for Beauty.

Norah Lewin manages Google's relationships with L'Oreal's Global Beauty Brands. Her team is tasked with activating Google's insights, expertise, and platforms to solve business challenges for the L'Oreal's brands. Norah leads the development of innovative YouTube content programs, insight reports, precision advertising initiatives, and digital upskilling. Norah brings over ten years of digital experience with seven years specializing in the beauty industry.

Charlotte van der Smeede manages Google's relationships with Maybelline, L'Oreal's Professional Products Division and The Body Shop, within a team dedicated to supporting L'Oreal USA. Next to building brand solutions using Google's platforms and technologies to address brand challenges and build brand equity, she also leads Content within the team by scaling content initiatives (e.g. channel audits, content performance reviews, YouTube content programs, etc.) across all L'Oreal USA brands.

Emma Fric, Head of Research & Future Insights at Peclers Paris will bring a prospective vision from the leading trend, style and innovation international consultancy agency, PeclersParis. Her presentation, "Technology, Science & Beauty– How they mingle and how they lead to success?" will focus on major changes in consumer habits and developments in technology and science. Inspired by the latest chapter of Futur(s)#16, Peclers' yearly analysis deciphering consumers' future needs, "conquering techno-sciences", this conference will also look at the implication for the beauty industry.

Emma Fric is an expert in bringing together diverse environments, as her professional career demonstrates. Emma joined the PeclersParis team in 2007, first as Development and Client Strategy Manager, then as head of the Department of Research and Future Insight after a career in Strategic Planning and Consulting. In charge of the Futur(s) trend book, she recruited a team to identify the emerging signals that will shape tomorrow's world, and help clients analyze trends and develop distinctive directions, guided by her motto, which is to "rehumanize brands".

The New Innovative Paths – The Rise of the Creative Brands – How indie brands are redistributing the cards of creativity? How Legacy Brands are accelerating their Innovation?

One year after the round table on the impact of Indies at the MakeUp in NewYork 2016, what has changed? How international brands are taking part to the rise of the Creative class? Introduction by Leila Rochet-Podvin, Cosmetics Inspiration & Creation and Karen Young, The Young Group, this theme will be covered by two roundtables.

A first roundtable dedicated to "Indie Brands – Today's Beauty Pioneers" - will be moderated by Karen Young. The Indie brands category grew by 20% last year in the US. Retailers are keen to participate to this evolution by bringing in Indie exclusives and creative exclusive "hunted by" sections in their department stores. Many organizations are creating their own incubators to help small brands get on their feet. These organizations provide resources and sometimes investment. What are the new keys to success? What are the rising brands? How Indies are exploding the skincare/makeup standards?

This roundtable will gather top speakers:

- Andrew Shore, Managing Director at Moelis & Company, a leading global independent investment bank.
- Dianna Ruth, COO & Co-Founder of Milk Makeup.
- Linda Treska, CEO & Founder of Pinch of Colour.
- Maura Mandell, CEO & Founder of MPWR Skin Care.

The second roundtable will gather leading legacy brands, moderated by Leila Rochet Podvin, Cosmetics Inspiration & Creation, with the title "Legacy Brands – New paths of innovation". Legacy brands are still leading the US market and adapting to new challenges of the market and the rise of a more connected consumer. They have accelerated their rate of innovation; invested in new retail concepts and in social media. What are the latest innovative paths of legacy brands? How do they transform the beauty experience? How do they participate to the social conversation?

This roundtable will discuss these topics featuring high level of leaders from the most iconic brands in the USA:

- Laure de Metz, GM America at MakeUp Forever (LVMH).
- Trisha Ayyagari, Sr. VP Global Marketing at Maybeline.
- Nicole Masson, VP, Global Product Development, Color & North America Strategic Make Up Initiatives at M•A•C COSMETICS.