Innovation at the forefront and a record attendance for its second edition!

The second edition of MakeUp in Seoul, which took place this week at the Conrad Hotel, far exceeded the fondest hopes of players in the Asian make-up industry. With 2300 visitors in two days, the increase in the number of visitors vs. 2014 will have reached the 28% mark.

What the lists of pre-registered visitors had revealed, was confirmed by reality, with a very sharp increase in the number of international visitors coming not only from South-east Asia (including China, Indonesia, Taiwan, Japan, The Philippines, Hong Kong, etc…) but also, and especially, Europe and the North and South American Continents. MakeUp in Seoul has become in just two editions, “THE” international meeting of the Asian make-up industry.
Huge satisfaction also, regarding the number of participants at the different conferences and round tables. All major Korean and international brands had “answered the call”, at the level of speakers but also in terms of audience.

“The Tree of Innovation”

It was a big success too for the innovation contest where fourteen products were singled out and then presented to visitors during the two days of the show, hanging from the branches of a particularly original tree and specially built for the occasion. Visitors entering the venue could not miss this tree, which set the tone of this second edition of MakeUp in Seoul. Innovation was the one expected at each stand and at the heart of meetings and conversations between professionals. They had all made the trip for that and were not disappointed. Innovation, which was expressed on all stands, be it in terms of formulas applicators, packaging or accessories. The intimate combination between the “formula / packaging / accessories” trio was omnipresent and MakeUp in Seoul can rightfully boast being “The” event where tomorrow’s make-up and beauty are designed.

Renowned partners and high-profile visitors!

For the second consecutive year, the Amore Pacific Group, through one of its most prestigious brands, Hera, successfully organized its presence and animations at the heart of the show. Many international leading brands, both European and American, took advantage of the event to organize during the event and also at the event their R&D and marketing meetings. Because Korea has become in a few years “the place to be” not only in Asia but also in the world for a sector in search of innovative and quality products.

During the cocktail organized on the evening of April 15, Sandra Maguarian and Jean-Yves Bourgeois did not fail to express their gratitude to the Korean people for their welcome, enthusiasm, and the support they provided these past two years in the setting up of what has established itself as “The” unmissable appointment in the Asian beauty industry.