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Markets & trends

Tradeshows: MakeUp & Luxe Pack take the beauty industry by storm in Los Angeles

For the first time, Luxe Pack and MakeUp in LosAngeles held a joint event on 7-8 February 2018 in Los Angeles. With more than 3,900 visitors, the wager on the synergies between the two events has paid off.

Taking advantage of the momentum initiated three years ago by of MakeUp in LosAngeles, the first edition of Luxe Pack in Los Angeles was held last week at the Barker Hangar, jointly to the MakeUp in trade show. The result: Two complementary two-day events dedicated to the premium and beauty sectors that have welcomed more than 3,900 visitors, according to the organizers. An impressive progression compared to the 1,650 visitors announced last year for the MakeUp in event alone.

It was difficult at certain hours of the day to make your way in the crowded aisles ..., very difficult also to try meeting without any appointment exhibitors often overwhelmed by requests..., and certainly easier to see the satisfaction on the faces of all participants,” commented the organisers.

Full-service and innovations

The simultaneity of the two events widened the range of solutions proposed to visitors. As usual, MakeUp in LosAngeles has gathered some of the leading global makeup subcontractors - ranging from colour cosmetics formulators to suppliers of make-up packaging and accessories. In total: more than 80 exhibitors, more than double last year. The Luxe Pack section added about fifty exhibitors from the luxury packaging sector (perfumes, skincare, spirits ...).

The interest of makeup brands for full-service solutions was cleraly confirmed on the show-floor. Fusion Packaging, for instance, presented Accelerate by Fusion Packaging, a turnkey solutions package launched last year at Cosmoprof North America in Las Vegas.

Turnkey solutions are in big demand,” said Kelly Kopa, Head of Marketing at Fusion Packaging. “We we have our own in house R&D team and we develop the formulas with partner laboratories. It’s a way to be sure packaging matches with formula and to accelerate time to market.

The evolution has been similar at Roberts Beauty. In just a few years, the company evolved from being a makeup packaging supplier to being a provider of full and customized solutions.

Albéa, for its part, presented the Black Box concept, a smart selection of packaging, formulas and trendy accessories from Albéa Beauty Solutions, the group’s turnkey solution offering, specially design for brands seeking to launch their products on the beauty market without delay. The first edition of Albéa’s Black Box groups together a selection of accessories and packs with artistic and musical inspirations.

Following the same way towards more service and innovation,Canada’s KDC presented its new identity KDC/One. The new branding has been designed to unify the offering of the group’s ten production sites around one single innovation centre, which will open its doors next June in New Jersey.

However, we should remember this warning from Aïmara Coupet, who presented Asquan’s first steps in turnkey makeup solutions: “Full-service is not just putting a formula into a packaging. It requires a real concept with a story and a product ready to put on the market.

The next edition is announced to take place next year, at the same dates in the same place.

V.G.

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