With a number of exhibitors which was up by 20% compared to last year, the 2016 edition of MakeUp in Seoul started under the best auspices. Apparently, it met all the organisers’ expectations.
The number of visitors continued to rise, reaching a total of 2,416 this year with a net increase of Chinese and Japanese brands, according to organizers.
Furthermore, more than 1,230 people packed the conference room over the two days to attend a series of conferences and get a complete run-down of the global make-up industry. “Emphasis was put on China, Japan, Brazil and, of course, Korea with the presence of many personalities coming specially from these countries to discuss and exchange on the dynamism of the beauty industry. Questions were many and topics addressed were the subject of intense discussions,” said the organisers.
The ’Seoulista’: the new cult beauty icon
Mrs. Lee Eun-im, Director of the Hera Division - a brand part of the Amore Pacific Group - thus introduced the Seoulista concept, this Korean woman beauty who, like the Parisienne and New Yorker before her, now captivates the world. According to Eun-im, the Seoulista is an attractive woman who has a "natural and well-honed instinct to see beyond beauty and fashion trends to create her own, inimitable style." She is professional, sophisticated, and "makes rational and informed decisions." Crucially, Eun-im specifies, she is the "only arbiter of her life".
The key to nailing the K-beauty aesthetic is a natural, healthy and flawless-looking complexion. Rather than using products to cover up imperfections, Seoulistas prefer to address the source of any issues, leading Hera to launch its new "Age Reverse Cushion," designed for use on dull areas, such as around the nose and under the eyes. Additional products within the range include "Hera Rouge Holic," a creamy textured lipstick designed for building colour with each application.
The Hera brand, whose private lounge attracted many industry professionals was, for the third consecutive year, the partner of MakeUp in Seoul.
A new event dedicated to skincare products
The sensorial effects of cosmetic formulations was a key trend along the innovations presented this year by companies exhibiting at MakeUp in Seoul, including many shape-memory textures, and silky, satin or light effects.
Considering the interest of the Korean market for beauty brands, the next edition of MakeUp in Seoul in April 2017 will be extended with a brand new event dedicated to skincare products: SkinCare in Seoul.
