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Numbers Up at Dynamic Third Edition of MakeUp in Paris

There was an estimated 10 percent increase in visitor numbers and a 25 percent rise in the number of companies exhibiting.

PARIS — The recent MakeUp in Paris trade show here, now in its third edition, welcomed an estimated 10 percent increase in visitor numbers and a 25 percent rise in the number of companies exhibiting.

The show, which ran from June 21-22 at the Carrousel du Louvre in central Paris , has a unique positioning on the market, as it combines makeup suppliers with a strong creative component that is a logical fit with the dynamic makeup category.

“Exhibitors were unanimously satisfied, especially with the quality of qualified professional visitors, which has improved since the show’s beginnings in 2010,” show director Sandra Maguarian commented.


“There is a very nice mix here,” contract manufacturer Geka marketing director Pilar Gonzalez Gomez said. “Generally, exhibitions don’t have a nice atmosphere. Here, the atmosphere is very creative.”

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Geka was highlighting its collection of mascara brushes and lip applicators designed for different cultures, with targeted products for Asian, Nordic, Latin, African and Caucasian features.

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“The show is great for allowing us to see our customers who are based in Paris,” sampling supplier Arcade Marketing French sales director Vincent Valdelièvre added. “It is also very short, so does not take up too much time.”

Exhibitors were keen to show off their technical prowess. LF Beauty, the cosmetics contract manufacturing and packaging arm of Hong Kong-based multinational design, sourcing, and distribution group Li & Fung, was showing off several innovations from its Instrumental Beauty division, created last year to cater to the expanding market for electronic devices in the beauty space.

These include a heated eyelash curler developed in partnership with Dior. The launch, in early 2012, was initially intended just for Asia, where the beauty device market is already more mature, but has been so successful the brand has since launched it in other markets, a spokeswoman for the supplier explained.
LF Beauty is also hoping to sell the technology to other beauty players.

Over at packaging and sampling supplier Ileos’ stand, subsidiary Axilone’s key account manager Hervé Met highlighted the complexity behind the custom metal packaging it had developed for Lancôme’s latest lipstick, Rouge in Love.

“I think it is the most complicated product we have developed to date,” Met said. “It necessitates 23 different operations, including serigraphy, hot stamping, engraving and blow molding.”

Such packaging illustrates the increasing sophistication demanded of packagers as prestige players bid to differentiate their offer from the growing mass-tige proposition, putting pressure on them to create a more premium assortment.

Spanish packaging maker Lumson, meanwhile, unveiled what it claims is the first airless packaging on the market made from glass, rather than plastic, with which the company plans to aim at the high-end market.
It is also likely to attract brands keen to improve the sustainability of their packaging due to the recyclability of glass.

The event additionally featured a series of 16 conferences on makeup trends, including the explosion in the nail polish category, new innovations and issues affecting the industry like intellectual property and community management for social media.

Makeup artists also held workshops, using exhibitors’ products, throughout the event.

The show welcomed 82 exhibitors, up from 65 a year earlier, Maguarian said.

The show’s organizer, Beauteam, launched a sister show, MakeUp in New York, last September.

“We have doubled the exhibition space there for the second edition, this September,” she revealed.

Also on the cards is a Sao Paulo event, scheduled for April 2013, in order to cater for the growing makeup market there