Adriana Rodriguez

Premium Beauty News - "MakeUp In" is a concept that adapts to the diversity of markets and cultures in Asia!

Adriana Rodriguez - That’s true! It’s not only to be able to adapt, but it mostly about doing it quickly! Seoul remains one of the most important spot in Asia when it comes to Fashion and Beauty but meanwhile China continues to develop its domestic market for cosmetics. New Brands are growing fast. Chinese women are more and more adepts of make-up. China is "finally" becoming this great beauty market coveted by the entire industrial world. Requirements and needs are very different in Korea and in China. The first country has reached an unprecedented level of quality, challenging its Japanese neighbour but the second country is catching up.

Premium Beauty News - Which explains why you chose to be present for the first time both in Seoul and Shanghai?

Adriana Rodriguez - Yes and for a simple reason... Some of our exhibitors - who follow us around the world, often three or four times a year -, wanted to stay in Seoul while others were more tempted to enter the Chinese market. If you recall, the creators of MakeUp In trade shows, Sandra Maguarian and Jean-Yves Bourgeois, had already expressed themselves on this point a few months ago: with their size, specificity, excellence and exclusivity the concept of these events suits this international network particularly well. And given the diversity and economic weight of major countries like Korea, China and..., undoubtedly one day Japan, it was only logical for us to be present the same year on these different theatres of operation.

Regarding Shanghai, the opportunity was all the more interesting given the fact we now belong to the InfoPro Group, the organizer of Luxe Pack Shanghai, a event with a ten-year proven track record in Shanghai, which gives even more assets to this first MakeUp in Shanghai.

Premium Beauty News - You said exhibitors were not the same?

Adriana Rodriguez - Not quite! But for these two events, we have the confidence of the biggest subcontractors in the make-up sector at MakeUp in Shanghai (where we are with Luxe Pack Shanghai) and at MakeUp in Seoul with companies like Intercos, Cosmax, Strand Cosmetics Europe, LF Beauty, BKolorMakeUp, FS Korea, Weckerle Cosmetics, Nippon Shikizai, Kolmar, Geka, MS Swiss Cosmetics, Zignago Vetro, Pennelifaro, Baralan, Elcos, Libo Cosmetics, Arcade Beauty, Du Pont de Nemours, C & C International, Bormioli Luigi, Eisen, Anomatic, Yonwoo, Toly, Schwan Cosmetics, Regi, Hana, Fiabila, Coson, Cosmecca, Albéa, Englewood, Bonne, Chemicos, SGD Asia, Sleever etc.

Premium Beauty News - It is often said that Asian people prefer "big events" to the expense of smaller targeted events!

Adriana Rodriguez - That’s not true! A proof is the number of Asian companies exhibiting at MakeUp in Paris, MakeUp in New York and, now, MakeUp in Los Angeles. Many of them prefer our targeted events with no loss of visitors. They understood that our events bring together the top of of make-up leaders in the world. "Quality" before "Quantity"!

The first edition of MakeUp in Shanghai will take place on 11-12 April 2018 and the fifth edition of MakeUp in Seoul will open its doors on 25-26 April 2018

We met so many of these exhibitors complaining about these big events where they were lost in the middle of nowhere and meeting uninteresting visitors during long endless days. "Quality" also means the service offered. A Premium service where everything is included...: the booth, the furniture, the participation to conferences, the meals, the coffees etc. We have definitely banned impersonal and cold venues to organize our events in upscale and fashionable places!

Premium Beauty News - You are certainly the trade shows organizer who created the biggest number of planetary events in such a short time!

Adriana Rodriguez - The credit should go to the Beauteam team that I joined a few months ago! But it was indeed a perfect bet! Figures are there to prove it. In total each year, our events bring together 400 exhibitors, 12,000 visitors, 58% of whom are top Managers / Marketers, which is quite a performance when you think about it. In nine years, the team organized no less than 29 trade shows! A winning concept that is now conquering Asia! So, see you in April in Shanghai and then in Seoul.