This new event, proposing a different format from the MakeUp In events organized so far, looks like a new stage for the Beauteam team.
"As we can see, explains Jean-Yves Bourgeois, the program of this first MakeUp in Action in Los Angeles places emphasis more on the conferences and workshops aspect than it does on products presentations by suppliers".
This side of the event will be purposefully limited, both in number of exhibitors and floor space. As for participants/visitors, access to the event will be free, but there will be a fee to participate to conferences and workshops.
"We have the ambition, emphasizes Sandra Maguarian, to organize an event that gives pride of place to quality exchanges between professionals and where education and knowledge sharing are the main goal."
Exchanges first
This explains the two mornings of specialized workshops animated by experts who will have the possibility to use, at their convenience, a particular product of a particular supplier, to illustrate their point. And also the desire to privilege roundtables where interactivity between all stakeholders in the make-up industry will be key with a true commitment of local and international brands.
"This is a totally new concept we are proposing, explains Jean-Yves Bourgeois. The West Coast is the perfect spot for this. It is the place where all kinds of start-ups emerged. This region, with its level of creativity and dynamism, never stops surprising us! It was an obvious place to be and ride this wave!"
