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Visitor Numbers Up 18% at MakeUp in Paris

International attendees to the show, at which suppliers highlighted their latest innovations, climbed 110 percent.

PARIS — The fourth edition of trade show MakeUp in Paris, held from June 20 to 21 at the Carrousel du Louvre here, posted an 18 percent year-on-year increase in visitor numbers, to 2,517.

The international attendee count climbed 110 percent to comprise 30 percent of traffic, according to show organizer Beauteam.

“The market is picking up again strongly,” said Texen key account manager Frédéric Perdrix. “We are having a good year, and we think 2014 will be the same.”

Innovation remained a main business driver for suppliers at the show, with many highlighting new developments.

Recent creations for Texen, which makes 98 percent of its business from bespoke packaging, included the bi-injected exterior case of Les Beiges de Chanel, the prowess of which resides in its seamless decor.

At Ileos Group’s stand, sampling division Bioplan was showcasing what the company claims is the market’s first nail polish sample. The prototype includes a plastic pouch of polish, to be pressed to release the product after snapping off the end to expose the brush.

“As well as being perfect for sampling, it can also be marketed for lower budgets and in emerging markets as a product for sale,” Bioplan key account manager Arnaud Thumerel explained.

“It can be an additional source of revenue,” he added, to be used for cross promotions with retailers — to match with an item of clothing for a special occasion, for example.

Ileos is also working to build a full-service offer after its December 2012 acquisition of U.S. supplier Le Papillon.

“We had arrived at saturation level on our markets,” Thumerel said. “We needed to expand our offer.”

French company HCP, meanwhile, was revealing its developments in aluminum with the Magnum line, which has extensive personalization and decoration possibilities, intended to cater to the increasing demand for high-end standard packaging.

“We have invested in an aluminum factory as a joint venture on our site in China,” said HCP president Eric Firmin.

Although the company is registering growth, there is less demand for new developments, with brands tending to opt for existing packaging options to reduce costs, he continued.

Over at glass-maker SGD’s stand, jars with silk-screen-printed QR codes were getting a lot of attention from brands, according to the company’s international marketing director, Valérie Jacob.

“It’s a great way to communicate, and there are endless possibilities,” she said, adding that these include links to video tutorials, ingredient information and branded content, for example.

For the first time, the event welcomed raw material suppliers among exhibitors, with companies like Germany’s Merck there to show off its pigments, such as the new Ronastar Diamond Black, a black ingredient with shimmering particles.

“We’ve seen a lot of interest,” Merck regional marketing manager Europe Verena Bülow commented.