In five years, MakeUp in Paris has managed to carve a name for itself. While there were 31 exhibitors in 2010, for the first edition, the 2014 event will gather 111 companies, out of which 22 never missed a single edition.
The main reason for this success, according to the organizers, is that “an entire industry, from ingredients to formulas, including packaging and accessories, had a strong desire for it to happen.” Today, MakeUp in Paris has grown as the unavoidable annual event for the makeup industry and the organisers are determined to celebrate this fifth year!
It’s party time!
On this occasion, the Polo Cosmesi, the Italian association gathering the main Italian players in the make-up industry, will invite visitors to taste regional culinary specialities at their bar located in the Delorme hall. To note that the Kusmi Tea brand whose teas, through the delicacy and subtlety of their flavours have been a delight to gourmets since 1867, will also have its dedicated bar set up in the Lenôtre hall, inviting visitors to discover the many possible variations around tea. Not to mention the Vitacoco water, an ultra-moisturizing coconut water that will be offered for tasting at the bar located in the Gabriel hall.
Also, Strand Cosmetics Europe will be celebrating 50 years of innovation and creativity, in particular through a participation in the private tour of the Louvre Museum, and Oekabeauty will be recalling, among other things, its hundred years of activity on a dedicated panel in front of the conference area.
About 12 conferences on topics as diverse as intellectual property, microbial protection, the power and influence of blogs, the make-up codes in Japan, Korea and France, or, intuition as an aid to decision-making and a driver for innovation.
For instance, a conference hosted by Marielle Belin and Jean-Louis Prata will be devoted to "Neuroscience and Innovation" or "How to innovate and keep clients passionate on the long term?" (Thursday June 12th, 11:30 am - 12:15 pm). Facing highly individualized consumers, how can R&D and Marketing teams take advantage of this new deal?
To offer its participants a comprehensive overview of the make-up industry, MakeUp in Paris will be opening for the second year in a row its “ingredients” area, MakeUPigments, a pole of presentation and animation exclusively dedicated to make-up ingredients suppliers. As per last year, exhibitors and visitors will be invited to an educational and sensory discovery of make-up colours.
Eventually, the organisers of MakeUp in Paris are expecting about 3,000 visitors, which would be a new record!