Premium Beauty News - Already the second edition of this event, which is already standing out as the major event of the make-up sector across North America!
Sandra Maguarian - That’s true... In the wake of the success of MakeUp in Paris and numerous demands from exhibitors, we decided to duplicate the winning concept in New York. Because of its size, the US market is highly attractive. Compared to the parcelling of the European market, it can be considered as the biggest unified market in the world. Due to the high concentration of beauty companies in the area, New York is the best place for suppliers to display and promote their products...
MakeUp in NewYork is a true laboratory of innovations, with animations, demonstrations, debates, and of course with its very trendy exhibitors booth.
With a total of 650 visitors, MakeUp in New York as of its first edition to be the future meeting spot for American make-up professionals. During 2 days last year, dozens of managers of American brands coming from managing, marketing or purchasing teams have followed one another in the aisles of Studio 450. « A true festival of highly competent professionals, with many of them coming from the West Coast and even some from South America », agreed many exhibitors who had seldom seen during a professional event so many people of such high level.
The second edition open its doors next week on the same location as last year, 450 West 31st Street, a few steps from Penn Station. The same location, but this time on three levels for a total of 1,500 m² (16,000sq ft) of exhibition space, that is, the double of what had been necessary for the 2011 edition!
But it is not so much the increase in the exhibition space which is remarkable, but both the constancy with which almost all the exhibitors from the first edition have re-registered and increased their exhibition space, and also the arrival of new exhibitors just as prestigious.
Premium Beauty News - And for the first time the New York edition will offer some conferences?
Jean-Yves Bourgeois - Yes, it promises to be a new colourful edition with a rich content in special animations and conferences. This year, the increased surface area making it possible, an auditorium will host eight conferences - featuring many American professionals from the cosmetic sector.
We will also be delighted to welcome again the team of Look Good… Feel Better during a gala and charity evening in the presence of big names from the American cosmetics world. New this year, on the first evening will be organized an unmissable cruise on the Hudson River, East River, up to the Statue of Liberty. Exhibitors and Visitors will gather on the Atlantica boat for a 3hrs cruise, with DJ entertainment and gourmet dinner.
This year also, Luisa Oliva, Pharmacist, International Cosmetic R&D and Marketing Consultant, will give a exclusive and comprehensive overview of new trends in makeup formulation that, according to her "confirm the dynamism of this sector.
Another not to be missed conference on September 12th at 12:15pm, the one of Eric Fresnel, President of Sleever International, who will introduce Sleever Make Up, a new packaging solution for nail polish. "A dedicated answer, he says, to market trends with the hybrid nail polish, structured around a 3-level offer to meet the needs of marketing teams by recreating on the bottle, the effect produced by the polish on nails".
Premium Beauty News - And renowned makeup artists will be there once again?
Sandra Maguarian - Yes, among the main highlights of the upcoming MakeUp in New York, "make-up demos" performed by famous Makeup Artists and which will be taking place virtually nonstop from Wednesday morning, 10 am to Thursday afternoon 4:30 pm.
The visitors will see presentation of Shana King, Beauty Director of Anisa International Inc., and Jody Formica specialized in makeup for the high definition format, with over 20 years experience as a freelance makeup artist and working for brands such as Shiseido, Laura Mercier, Yves Saint Laurent, Aveda etc.
Michele Burke will be presenting at MakeUp in New York a Makeup based on traditional Venetian Masks. Masks have always been a main feature of the Venetian carnival.
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MakeUp in NewYork, on 12 and 13 September 2012, Studio 450 & Sunwest Studio, 450 West, 31st Street.
