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Innovation & new products

MakeUp in Paris 2015: a colourful and record breaking edition

The beauty industry turned its attention to Paris last week on the occasion of the trade show MakeUp in Paris, which was held on 18-19 June 2015 in the French capital. It was the second edition of the B2B event dedicated to make-up this year, having opened in Seoul in April. With 126 exhibitors and more than 3,200 visitors, this edition beat all previous records.

The 6th edition of MakeUp in Paris welcomed more than 3,200 visitors.

The 6th edition of MakeUp in Paris welcomed more than 3,200 visitors.

The trend at MakeUp in Paris this year was for bold and colourful products. “Whereas Seoul was very focused on innovation and technology, Paris is about bright colours and creativity,” explains Show Manager and Co-Founder Sandra Maguarian.

Series of innovations

However, that isn’t to say that the show was lacking in cutting-edge ideas - in fact it featured an installation called The Innovation Tree displaying 22 of the industry’s leading products at the forefront of modernity.

Highlights included the Cooling Stick Blusher by Thailand’s S&J International, which uses aqua technology to cool the skin as it is applied, and the Petite Boite à Beauté by MKTG Industry - a re-usable 100% cardboard holder for products such as eyeshadows, bronzers or blushers which can be refilled to minimize the waste generated by packaging.

Also featuring on the Innovation Tree was Lancôme’s new Triangle Zone Brush, an innovation developed in partnership with French supplier Cosmogen and which allows users to adjust their desired foundation coverage by altering the length of the brush.

Cushion Liner by Pascual Cosmetics is the latest version of the ’cushion’ application trend, offering eyeliner in ’foam’ form for a super sharp application. A new generation of ’Permanent eyeliners’ are also on display courtesy of German company Bomo Trendline.

Developed in partnership with French supplier Cosmogen, Lancôme’s new Triangle Zone Brush allows users to adjust their desired foundation coverage.

Developed in partnership with French supplier Cosmogen, Lancôme’s new Triangle Zone Brush allows users to adjust their desired foundation coverage.

As for formulation, ABC Texture highlighted its Matte Lipstick with a second skin and long lasting effect but free from volatile silicone and therefore not requiring a sealed pack.

The Color Shine BB Lip Balm showcased by French company Alkos was another interesting innovation in lipstisck as it combined a SPF 20 and a non-sticky texture. Alkos also introduced its latest Jumbo Twist, an eyeshadow with a creamy texture ultra easy to blend, for up to 15h of longwearing, waterproof intense colour.

Record figures

This year’s show featured 126 exhibitors, the largest number to date, and it also significantly outperformed its previous record in terms of visitors. Actually, more than 3,200 visitors visited the 6th edition of MakeUp in Paris, according to the organizers, compared to 2,804 last year.

The various conferences and workshops organized this year on topics as diverse as connected beauty, emerging makeup trends or the particularities of makeup markets in Brazil and the United Kingdom have attracted a total of 1,200 participants.

The “MakeUp in” shows will now head to New York on 09-10 September and Sao Paulo later on 08-09 December 2015.

Vincent Gallon with AFP/Relaxnews

Portfolio

  • The Petite Boite à Beauté by MKTG Industry.
  • Cushion Liner by Pascual Cosmetics offers eyeliner in 'foam' form for a super (...)
  • Alkos' Jumbo Twist, an eyeshadow with a creamy texture ultra easy to blend, (...)
© 2015 - Premium Beauty News - www.premiumbeautynews.com
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