It is true that the West Coast is attracting more and more people. "They made the trip, they are all here!"

This was the general feeling on February, 4th on the evening of this brand new MakeUp in Action in Los Angeles. From the smallest to the largest brand owner, from leading brands to niches brands, "key visitors" were present with, to name a few, Mac, Benefit, Urban Decay, Bare Escentuals, Sephora, Chanel Parfums et Beauté, Stila, L'Oréal, Cinema Secret, Lorac, Kardashian Beauty, Billion Dollar Brown, Yes To, Physicians Formula, etc.

They were all unanimous and absolutely want to take part again to next year's edition. "Congratulations to all the Beauteam members for this intimate and upscale atmosphere they are known for," could be heard in the aisles. And the team of Chanel Parfums & Beauté, present in their specially dedicated lounge, particularly appreciated the quality of contacts and the high level of professionalism of the event.

600 people at the conferences!

A total of 600 people attended the seven conferences and two round tables. As for the eight workshops they attracted a total of 300 people, (120 at the Formulation workshop and 180 at the Packaging workshop).

Among keys issues emerging from workshops and that helped fuel debates at the round tables: "The Products customization trend, the importance of new textures in formulas, the importance of claims", "Eyebrow products, which are truly "in", while nail polishes are rather "down", the new modes of application of color on the lips…

Main issues addressed at the round table on West Coast brands and Indie brands: Their specificities and the West Coast spirit they generate: "It is the frontier spirit, the spirit of entrepreneurs, of innovators that prevails here, including in cosmetics!" Why do so many suppliers establish themselves on the West Coast and why do European brands come to observe what is happening here? What is the influence of "new media" on the business model of West Coast brands and particularly of Indie brands?....

Big thanks to all participants, the exhibitors, speakers at conferences and, of course, to visitors for joining this first new edition of MakeUp In Action...

See you next year!