Premium Beauty News - More exhibitors and more visitors... more conferences and more speakers too?
Jean-Yves Bourgeois - We were the first surprised by the enthusiasm MakeUp in Los Angeles generated across the entire industry. We knew that California was - more and more -, "the place where things happen" but it is clear that the explosion of the Internet phenomenon and e-sales literally boost our show, not just on the West Coast but also in all the other regions of the world where we are present. Simply because, MakeUp In is the only makeup event in the makeup industry that fits exactly to the evolution of this sector, with always more innovations, flexibility and subcontractors!
The beauty industry is at a turning point in its history, revolutionized by technology and the arrival of Millennials (people born in the 1980s and 1990s), a savvy generation when it comes to the use of makeup. During the first day of the MakeUp in Los Angeles Event, on February 8, 2017 at the Quixote Studio, leading trend specialists, experts and brand representatives will provide insights of the major beauty trends shaping the future of our industry. With a special focus on the West Coast influences, considered as the innovation hub of beauty, this first day will be dedicated to the new influences that are disrupting our industry.
Premium Beauty News - Do you think new winds of change are really blowing from the Californian coast in terms of makeup trends and innovations?
Jean-Yves Bourgeois - The first conference on the first day, Wednesday, February 8 at 10:20am will set the scene! It will be given by Sarah Jindal, Senior Innovation and Insights Analyst-Beauty & Personal Care at Mintel, on the theme: "Overview of Upcoming Trends and the California Influence." Sarah will present the beauty trends in the US and how they should influence the future of our industry. She will also focus on the West Coast and the specificities of this market.
Another highlight of this first morning in Los Angeles, makeup in the movie industry. An unavoidable topic in Los Angeles, just a few steps away from Hollywood. A theme that will be closely reviewed from 01:30 pm to 02:30 pm, this same Wednesday, February 8, by Michele Burke, MakeUp Artist. For her, "designing makeup for leading ladies and men on feature films is a highly specialized field. High profile actors, producers, directors as well as time and money restraints require the film makeup artist to develop a unique eye, special skills and techniques."
On Thursday, February 9, from 11:45 am 12:30 pm, another conference not to be missed, That of Antoinette van den Berg, "The Lady in Blu" from the Future-Touch Company, themed: "New Influences: Changing time concepts." Antoinette believes that, "usually future cosmetic trends, are defined by visual elements. While new influences are non visual and in-material". "The Lady in Blu" will visualize in-material influences that will lead to new time concepts and shine a light on how to use the changes as a source of inspiration for product and concept development in the cosmetic industry.
Premium Beauty News - This second edition of MakeUp in Los Angeles will mostly be an opportunity to meet top brands that influence the makeup generation.
Sandra Maguarian - Absolutely! Anastasia, SmashBox, GlamGlow, Flirt, Nyx, Stila, Houglass, Yes To, Ilia Beauty, Rituel de Fille…, will be some of the top brands who will take part and enliven the various discussions at the roundtables and conferences of this second edition of MakeUp in LosAngeles.
As of the first hour of the first day, the tone will be given! Anastasia Soare will open this first session of debates by retracing her path, probably one of the most amazing in this West Coast saga. Beauty pioneer, creative visionary and powerhouse entrepreneur Anastasia Soare is Founder, CEO, and driving force behind Anastasia Beverly Hills (ABH) - one of the fastest-growing brands in the global beauty industry.
The digital influence, which is irrigating the beauty sphere from its Californian epicenter, will be one of the hot topics of this day with the presence of brands like Stila (Samantha Cutler, Chief Product Development Officer); Hourglass (Kate Helfrich, Vice President Product Development); Yes to (Ingrid Jakel, CEO) and NYX (Joyce Kim, Vice President Product Development).
Another highlight of the first day will be the roundtable on Millennials with the exceptional presence of Jill Tomandl, VP Product Development & Innovation at Lauder - Smashbox. A round table dedicated to the influence of Millennials with the participation of innovation Millennials in the Lauder Group (ELC Gen Next), from the brands Clinique (Karina Spritz); Glamglow (Noelle Kot) Flirt (Vanessa Munoz) and Smashbox (Kia Ragland).
Finally, the Wellness trend, which is flooding the beauty planet, will be at the centre of exchanges taking place at the last round table with rising brands in makeup and represented by their founders, Katherine & Caroline Ramos for Rituel de Filles and Sasha Plavsic for Ilia Beauty.
Premium Beauty News - Particularly "rich" conferences in perspective?
Sandra Maguarian - It is with the help of Leila Rochet-Podvin - in charge of this first day of conferences - and speakers, that you will get a better understanding of the growing influence of new technologies and social networks. Beauty is more daring, more hedonistic, a sign of our ever more connected society that now uses images to communicate. Selfies, Snapchat or Instagram posts – in this new era dominated by influencers, consumers are totally “hooked” to their smartphones, and modifying the beauty landscape.
Premium Beauty News - Packaging of course will also be in the spotlight!
Jean-Yves Bourgeois - Make up products are the combination of three inseparable elements, present in any and all product, and which must work together in close harmony to generate the expected result: the formula, the packaging and the applicator. The combination of different areas to treat (eyes, lips, nails…), each with its own specific demands, with a wealth of packaging technologies (tubes, pencils, swivel mechanisms, sprays…), not to forget a booming number of applicator types (brushes, felt-tips, flock-tips, spatulas, balls…) results in significant complexity, that brands must master in order to introduce products that meet the high expectations of ever more educated, demanding and mobile consumers. Thursday, February 9 from 11am to 12pm and then in the afternoon from 02:30 pm to 05:00 pm, Gérald Martines, Founder and President of IN•SIGNES and his industry peers will show you how to make the "right packaging choice".
The first "Beauty Packaging" workshop will help you get a complete overview of this vast universe and better understand the technology behind it.
This workshop will present the process for selecting the appropriate packaging for a specific application and will set up a comprehensive typology of cosmetic packagings:
Inventory of makeup areas,
The selection process of a packaging type,
Overview of the main dosage forms for cosmetic formulas: lotions, serums, oils, gels, wax…
Combining make up application with packaging technology: Cosmetic packaging typology.
From 02:30 pm to 05:00 pm, you will know everything about mascaras, lipgloss, lipsticks, pencils and packaging intended for foundations. You will get a grasp at the basic technology at work, identify critical functions and walk through the main criteria to consider developing an impeccably operating pack, from material compatibility issues to air tightness and more. A workshop where you will have access also to some significant innovations and current technology trends to provide Marketing Product Managers and Packaging Engineers with a comprehensive overview.
Mascara is beyond dispute the cosmetic category where the interaction between the formula, the applicator and the pack plays the most critical role, and where innovations in these elements nourish each other, resulting in a sustained stream of novelties.
Second packaging thoroughly reviewed, Lipgloss, which is probably the favorite lip make up category with the younger generations, because of its ease of use and an ever-increasing palette of available effects. After being a relatively low tech category for a while lipgloss has seen a sustained pace of innovation in applicators and packaging solutions lately making it a very dynamic category.
Third "featured" packaging, traditional lipstick, which remains the flagship of any makeup lineup. Innovations in multi-benefit formulas and new gestures have lately fueled a corresponding flow of innovations in packaging solutions in order to handle the more demanding modern lipstick formulations or the new ways in which makeup brands are utilizing the good old mechanisms.
Then come pencils, are a ubiquitous make up solution, which has invaded virtually all makeup applications from eyes to lips and face, not to forget the highly dynamic segment of brows. The classical wooden pencil, still a must, has evolved into a wealth of solutions from plastic to automatic pencils opening lots of opportunities for innovative applications.
Finally how not to review packagings intended for foundation, which is the foundation... of makeup. Few categories embrace as many applications, combining such a vast variety of formula types, each with its own requirement in terms of texture and viscosity, with a large choice of packaging solutions that must be carefully selected to properly deliver the optimal result.
MakeUp in LosAngeles