Sandra Maguarian & Jean-Yves Bourgeois, Beauteam

Premium Beauty News - Why “MakeUp in Action“ in Los Angeles and not simply ”MakeUp in Los Angeles”?

Jean-Yves Bourgeois - Simply because the format of this new event will be different. It won’t be, strictly speaking, a trade show in its traditional form, but a formula that is best suited to the atmosphere that characterizes the beauty sector on the West Coast, a real melting pot in terms of innovation with a real business incubator, from which start ups continue to emerge and with some of them who can literally change the traditional background of the make-up market.

“MakeUp in Action” in Los Angeles will take place on one day and a half. The first half-day will enable professionals to meet and discuss, clearly, do business. All day next, will be an opportunity to take part to several highly specialized workshops led by consultants, brands managers and suppliers. For those interested, business meetings will also be organized in parallel during the day.

Premium Beauty News - Will suppliers be allowed to showcase, strictly speaking, their products?

Sandra Maguarian - The cornerstone and leitmotiv of this event is innovation. Companies wishing to exhibit (on a voluntarily limited floor space) will be allowed to do so, on to the condition of only showcasing their most recent innovations. The core of the concept also stands in the richness of themes addressed during the various workshops and plenary conferences.

There are lots of very innovative small and medium companies in California. Make-up dedicated for the movie industry is a key contributor to this success.

Premium Beauty News - Why did you choose to inaugurate this new “MakeUp in Action” formula in Los Angeles?

Jean-Yves Bourgeois - Because it is the region in the United States and probably in the world, the best designed for it. There are lots of very innovative small and medium companies. They need a platform to open up to the outside and, at the same time they are looking for new products, new applicators, new formulas, and new accessories. Yet surprisingly, this region of the United States is a bit closed in on itself. Yet it is open to the Pacific region, which has become the most dynamic area in the world. And then we must not forget the fantastic dynamics of make-up dedicated for the movie industry...

Premium Beauty News - MakeUp in Action in Los Angeles can only increase your international legitimacy in the BtoB make-up sector?

Jean-Yves Bourgeois - The objective, for the Beauteam team is of course to increase the legitimacy that the sector has granted us so far. A legitimacy based on a true understanding of the market and its needs and as always aimed at being an efficient platform to discuss and do business. The huge advantage we have today, is this fantastic network that we have built across the world and that we can share. In Los Angeles, like in all our other events, professionals from around the world already meet and will meet more and more...