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Exhibitors Praise High Visitor Quality at MakeUp in Paris

The show posted a 12 percent increase in visitor numbers to 2804, while exhibitor figures grew 17 percent to 114.

PARIS — June 12 to 13 saw trade show MakeUp in Paris celebrate its fifth edition with an expanded exhibition space at the Carrousel du Louvre here.

The show posted a 12 percent increase in visitor numbers to 2804, while exhibitor figures grew 17 percent to 114.

The international attendee count represented 30 percent of visitors, according to show organizer Beauteam, and several exhibitors cited a growing quality of international visitors.

“In the past, it was a very French event, but that is changing,” said Valérie Pian-Parison, marketing manager for European personal care at BASF.

The company, which was presenting its latest ingredients developments as well as pigment trends for spring 2016, had seen buyers from companies like Amore Pacific and the Estée Lauder Cos. Inc.-owned MAC, she said.

“The quality of the people is getting better, the visitors are more professional,” agreed Brandy Baik, director of the overseas sales department at FS Korea, adding that South Korea’s reputation as a cosmetics packaging innovator is increasingly drawing customers.

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“People like to understand what’s happening in Korea,” she said.

FS Korea’s latest innovations include a compact for watery foundation textures with a click button that pushes the formulation through holes in the compact for sponge application.

Bright colors were the name of the game at many stands — from pigment trends featuring primary shades inspired by the “Happy” phenomenon at BASF to lollipop-shaped lip glosses for young U.S.-based brand Flickable at Topline Products-Primapack or day-glow rubber and mesh packs at LF Beauty/Jackal.

Glassmaker SGD was showcasing the possibilities opened up by its recent partnership with a pigment manufacturer, which allows the French company to use pigments in screen printing and lacquering applications to add differentiation to glass bottles and jars.

“We can match the shade of the product inside and the packaging, for example, through screen printing onto the base of a makeup jar,” explained SGD’s international marketing manager for fragrance and cosmetics Gaëlle Verjus. “This could only be done with labels before, which did not give such a chic finish and was easily damaged.”

LF Beauty/Jackal, meanwhile, was homing in on the portable product trend with a quirky prototype nail polish bottle with a ring fitted that will allow the consumer to slip the bottle onto her finger to apply product on the go.

“It’s seen a lot of attention,” said a spokeswoman for the company, which was also showing off its latest electronic beauty gadgets, including a vibrating sponge-tipped foundation applicator. “Now it’s up to the brands to see how they wish to exploit it.”

On the business side, exhibitors reported that 2014 has been relatively calm, except in fragrance, with numerous new launches boosting business.

“More briefs have been launched,” said SGD’s Verjus. “Last year, it was more about flankers, this year, there have been more launches.”

“Looking forward, we are expecting things to be calmer,” said Frédéric Perdrix, key account manager at plastic packaging specialist Texen.

Despite anticipating flat sales in 2014, Topline Products-Primapack, meanwhile, is ramping up production closer to Europe to feed demand for shorter lead times and more innovative products, and recently signed two joint ventures in Tunisia, one for plastic injection and another for zamak parts, according to marketing and communication manager Sophie Gaspin.

“We are in a major projection phase,” said Gaspin. “We can now answer bids from the major beauty manufacturers, thanks to an industrial base covering the U.S., Asia and Europe.”