The second edition of MakeUp in Seoul will open its doors for two days at the Conrad Seoul Hotel in less than four months, on the 15th and 16th of April 2015. Amore Pacific, the leading Korean cosmetics maker will be partnering with event for the second year in a row.
“MakeUp in Seoul is an exclusive event that gives access to a wide range of international suppliers and that perfectly meets demand from the Asian beauty industry, where make-up is developing very rapidly under the increasing demand from Korean and Chinese women who are used to combining make-up and skincare products. They use increasingly more lipsticks, foundation, compact powders and mascaras,” commented Mrs. Eun-Im Lee, Director of Amore Pacific’s Hera division.
Make-up and skincare innovation
South Korea is undoubtedly starting to gain an international influence in the make-up and skincare markets, whether at the level of formulation, packaging, applicators or accessories. The second edition of MakeUp in Seoul will therefore focus on make-up and skincare innovation.
In the world’s most connected country, the event will more specifically focus on “Electro” and “Connected Beauty” and the digitization of retail outlets and mobile beauty applications.
Packaging innovations will also take centre stage. MakeUp in Seoul will put a special emphasis on airtight cases associated to new application methods that Korean brands such as Hera have pioneered.
“This is the unique advantage of being present every three months on one of the four continents (North and South America, Europe and Asia), we benefit from these experiences,” explains Beauteam’s Jean-Yves Bourgeois, the organiser. “Besides, we intend to capitalize on this interactivity and Brazil will be the guest of honour at the next MakeUp in Paris (June 18-19, 2015).”