MakeUp in Asia, last week in Seoul: an event to remember!

The 4th edition of MakeUp in Asia, which took place last week in Seoul, was again a great moment. With a total number of visitors of nearly 2,800 people, this new edition will have gathered four hundred more people compared to last year… Which comes down to an average of 44 visitors per exhibitor, an all time record and, probably the best performance of all BtoB events dedicated to the beauty industry in Asia.

As of 10:00 am on Wednesday, April 5, we could clearly feel that this 4th edition was going to be an excellent vintage. At 09:00 am, several hundred people were already gathered and waiting in front the exhibition entrance and couldn’t wait for the doors to open. And when the doors finally opened, it was a rush. A good part of visitors deciding to visit the show on both levels of the Conrad Hotel Seoul, while others rushed to the 6th floor of the venue to attend the first morning conferences. An unbelievable crowd over these two days of non-stop conferences. A total of 1,700 people took part to the 14 conferences and round tables bringing together some 25 speakers. One of the most attended was undoubtedly the one dedicate to the famous “Cushion” where the conference room was packed with three hundred people who didn’t want to miss anything of what was going to be said. Conferences focused on economic trends in the Asian make-up industry and across the world were also very successful. Not to mention round tables on Australia and Halal products.

No respite for exhibitors!

In all their years as exhibitors they probably never experienced that before! Exhibitors were unable to take a noon break and enjoy the superb buffet on the 5th level of the Conrad Hotel. It is true that visitors had value for money: top global make-up suppliers were there. From formulas to packagings and make-up accessories, there was quite enough to suit all quests.

As for the special animations organized, they did not fail to delighted and amaze visitors. On the two days, real “Stand In Ovations” greeted the creations of students from the largest Korean School of MakeUp Artists: true living artworks paraded the aisles of the show to the delight of exhibitors and visitors. Success was also the one expected for the Yves Saint Laurent and L’Oréal teams who welcomed over two days in a private lounge, their suppliers and partners.

Indeed this 4th edition of MakeUp in Asia was definitely a “Grand Cru”. And this undoubtedly reinforces the overall dynamics of the “MakeUp In” events across the world.