MKUP Action SM Bis-01

THE FIRST BtoB MAKE-UP EVENT ON THE WEST COAST 

February 3 – 4, 2016 – Los Angeles – USA
QUIXOTE Studios
1011 N. Fuller Avenue, West Hollywood,
CA 90046

 

THE «MAKEUP» EVENT UNDER A DIFFERENT ANGLE!

 

Lights, camera, action! To inaugurate the first MakeUp in Action in Los Angeles, there was no better place than this Mecca of the movie industry, home to special effects and probably the largest employer of makeup artists. A reputation that certainly has a lot to do with the proliferation of start-ups and indies brands in the field of makeup. An effervescence that gave rise to new brands that have also become mythical within a few years, such as Smashbox, Bare Escentuals, Benefit, Stila… To name a few.

 

The «creme de la creme»

This first MakeUp in Action was not a traditional trade show as we know them, but more a formula more in tune with the atmosphere that characterizes the world of beauty on the West Coast.

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«MakeUp in Action» in Los Angeles, took place over two days, aims to bring together the «creme de la creme» of the beauty industry. Two days that was alternate both plenary sessions and highly focused workshops to take an in-depth look into the makeup industry. Workshops that was moderated by packaging and formula experts, brand managers and selected suppliers.

Innovation was the cornerstone and the core component of this event. Companies willing to exhibit (on a deliberately limited space) was granted to do so, provided they only display their most recent innovations. The core concept being the richness of the themes covered by the various workshops and plenary sessions.

 

Official sponsor:
2015-CEW

WEST COAST PROFESSIONALS:

 

No need for you to spend money by travelling and finding new suppliers and/or discovering new trends, innovations and networking…. They are coming to your door! Get ready this event is YOURS.

Non WEST COAST PROFESSIONALS:

 

MakeUp in Action provides you with a comprehensive knowledge about a super dynamic region, a fantastic networking opportunity with cutting-edge brands and a unique occasion to discover new trends and innovations.

VIEW THE ENTIRE PROGRAM OF CONFERENCES AND WORKSHOPS 2016

Wednesday, February 3rd, 2016

 

10:00am – 6:00pm: Visit of the various exhibitors’ pop-up displays, meetings in private rooms.

 


 

WORKSHOPS: Conducted by Dr. Luisa Oliva, International Cosmetic R&D Consultant and Pharmacist, for the lips, eyes and faces formulas, Jean Claude Le Joliff for the nail polish formulas and Jean-Louis Mathiez, Owner & Founder of Cinqpats, for the packaging.

These three international experts, assisted by additional experts of their choice, will lead each workshop and go through all the issues about how to develop products within each color cosmetics categories (Lips, Eyes, Face and Nail) from formulas and packaging to applicators stand point. Selected exhibitors will present their innovative formulas, packaging and applicators to illustrate these workshops.

Targets: Brands product development, brands packaging development, brands marketing, formulators and packaging suppliers, consultants willing to know more about formulas, packaging and applicators..

 

10:30am – 11:30am: Workshop Formulas for Lips
Lips products with bright colors: lipsticks, solids and liquids. The lips stain category. The crazy effects: shimmering, extremely shiny, mat. We will analyze the texture, the components, the trends in formulation and their application.

10:30am – 11:30am: Workshop Packaging for Eyes
Mascara packaging: latest brush developments. Revolutionary mascara “dispensers”… Are they ready to be launched? Eyelids & eyebrows require new applicators too…

 

11:45am – 12:45pm: Workshop Formulas for Eyes
Mascaras, eye shadows and eyebrows: with a large range of textures. We will analyze the texture, the components, the trends in formulation and their application.

 

11:45am – 12:45pm: Workshop Packaging for Lips
Diversity of lip applicators: how to manage this category? Is the classic twist mechanism still the best solution for solid lipstick? Any new dispensing solution for solid, soft & liquid bulks?


1:00pm – 2:00pm: LUNCH

 

2:00pm – 7:00pm: CONFERENCES

 

2:00pm – 2:45pm: Global Beauty Trends in Beauty and Personal Care
How does it apply to the US?
Speakers: Sarah Jindal, Mintel.


2:45pm – 3:30pm: The Evolution of MakeUp and representation of femininity
Focus on the US (West Coast/East Coast) and the French market (The market, indie brands and consumers – Angelino, New Yorker and Parisian).
Speakers: Leila Rochet-Podvin, Cosmetics Inspiration & Creation & Jennifer Ritter – JSR Consulting.

 

3:45pm – 4:30pm: New Challenges Conference: “Rethinking Beauty: How to win the prestige consumer through mobile”.
Speaker: Annabela Daily, CEO & Founder of Map My Beauty and Annie Finch, CEO & Founder of Katherine Cosmetics.

 

4:30pm – 5:15pm: New Challenges Conference: The new ways to reach consumers; The use of Neuroscience
Speaker: Spenser Apramian, Stanford Neuroscientist and Multisensory Design Specialist.

 

5:30pm – 6:15pm: Trends & Polysensoriality Conference: Trends and polysensoriality in the digital age or how to boost polysensoriality taking into account trends
Speaker: Pauline Bonafous, Marketing Project Manager at Groupe Carlin International.

 

6:15pm – 7:00pm: Trends in Asia Conference: What’s happening in color cosmetics in Asia and how it influences consumers and brands on the West Coast?
Speaker: Florence Bernardin, CEO & Founder of Information & Inspiration


7:00pm – COCKTAIL DINER “NETWORKING”

Thursday, February 4th, 2016

 

10:00am – 6:00pm: Visit of the various exhibitors pop-up displays, meetings in private rooms.

 


 

(Questions from the Day 1 workshops prepared by Jamie Matusow and Brian Fox distributed to the round table participants.
• Packaging: Jamie Matusow, Editor-in-Chief of Beauty Packaging magazine
• Formulas: Brian Fox, Founder of Genealogy LLC)

 

WORKSHOPS: Conducted by Dr. Luisa Oliva, International Cosmetic R&D Consultant and Pharmacist, for the lips, eyes and faces formulas, Jean Claude Le Joliff for the nail polish formulas and Jean-Louis Mathiez, Owner & Founder of Cinqpats, for the packaging.

These three international experts, assisted by additional experts of their choice, will lead each workshop and go through all the issues about how to develop products within each color cosmetics categories (Lips, Eyes, Face and Nail) from formulas and packaging to applicators stand point. Selected exhibitors will present their innovative formulas, packaging and applicators to illustrate these workshops.

Targets: Brands product development, brands packaging development, brands marketing, formulators and packaging suppliers, consultants willing to know more about formulas, packaging and applicators.

 

10:30am – 11:30am: Workshop Formulas for Face
Foundations are becoming across products boundaries between make-up and skin care. During the workshop, we will reveal their secrets: the major dosage forms, components, trends and their application.


10:30am – 11:30am: Workshop Packaging for Nails

Innovation limited by high industrial cost and low unit price… Is it possible to improve nail brushes? Is there a need for plastic bottles? Nail pens & pencils.


11:45am – 12:45pm: Workshop Formulas for Nails
The continual leading trend in nails right now is high shine and long wear. In nail polish and gel trends, the nude nail is huge in 2015. Soft, demure, neutral color shades are on trend this year and beyond.

 

11:45am – 12:45pm: Workshop Packaging for Face
What is the limit between face make-up and skincare? Complex packaging category: Bottles, tubes, pumps, puffs, sponges, applicators… New dispensers: airless & cushion packs…


1:00pm – 2:00pm – LUNCH

(Questions from the Day 2 workshops prepared by Jamie Matusow and Brian Fox distributed to the round table participants.)

 

2:00pm – 3:00pm: Aspiration, Inspiration, Execution: The Working Life of a Hollywood Makeup Designer…
By Michèle Burke, Makeup Designer: “It takes a village on a typical film set to generate the final imagery. The art of Makeup for Film is determined by the script. Illusion, Alchemy and Chemistry… Walking the high wire with no net below “.


3:15pm – 5:30pm: WORKSHOP SUMMARY & ROUND TABLE


3:15pm – 3:30pm: Summary of the eight workshops followed by presentation and introduction to the round table by Charles-Emmanuel Gounod, CEO & Founder Beautyworld Connexions.

 

3:20pm – 5:30pm: Roundtables moderated by Charles-Emmanuel Gounod, with the participation of brands representatives and full service suppliers, reacting first to the questions raised from the eight workshops with:

• Bill Hughes, Director, Global Marketing and Product Development, Bare Escentuals
• Jill Tomandl, VP Product Development and Innovation at Smashbox
• Kate Helfrich, Senior Director, Product Development & Marketing, Sephora
• Nicole Masson, Vice President, Global Product Development, MAC Cosmetics
• Samantha Cutler, Chief Product Development Officer at Stila Cosmetics

and then talking about the West Coast and Indie brands specifics with :

• Annabela Daily, CEO & Founder of Map My Beauty
• Annie Finch, CEO & Founder of Katherine Cosmetics
• Ingrid Jackel, CEO, Yes To Inc.
• Laura Nelson, Seed Beauty

VIEW THE PARTICIPANTS 2016