In two months, MakeUp in SaoPaulo, you will know everything about make-up!

On December 8, MakeUP in Sao Paulo will open its doors at the Rebouças Convention Centre. With a 25% increase in the number of exhibitors, this second edition is looking extremely promising. All the ingredients are present to make of this event “THE” make-up appointment of not only Brazil, but also broadly of South America.
Regarding the conferences, organizers have spared no efforts just like last year. Nearly 35 speakers will succeed one another during the two days of the show. Themes addressed are not only varied, they also give a chance to get an in-depth view of changes currently occurring in the make-up industry worldwide. See for yourself.


Day 1 (Tuesday December 8th)


1:30pm – 2:15pm: Beauty Trends: What’s up for next spring/summer 2017?
Conference by: Iza Dezon, Business Development Manager Brazil, Perclers Paris.


2:30pm – 3:00pm: Beauty Trends: What is next from Asia?
Conference by Florence Bernardin, Info Inspiration.


3:15pm – 4:15pm: Foundation, the “Extra-liquid” revolution!
Round table moderated by Charles-Emmanuel Gounod, Beautyworld Connexions and Dr. Luisa Oliva, R&D Consultant. With the participation of: Clara Roux, Innovation Project Manager, Strand Cosmetics Europe; Angelica Bekanich, VP Commercial Operations, Intercos America ; Nicolas Wierdack, Country Manager, Chromavis; Charles-Emmanuel Gounod, CEO & Founder, Beautyworld Connexions; Dr. Luisa Oliva, R&D consultant.

It is no doubts one of the key elements of these past few years; The development of extra liquid foundation formulations which are very light yet covering vs. traditional foundations (pressed powders, regular emulsions and « cooked products » like « Terracotta »). It is a real revolution with obvious impacts on the packaging and the applicators. Is it a sustainable trend or just a fad?

1) Is this “extra liquid” revolution having an impact on your industrial strategy (product development and manufacturing) in particular in Brazil and if so, how it is?
2) The “extra liquid » revolution is not limited to foundations…. The development of liquid lipsticks is a good example. What is your opinion?
3) Is this “extra liquid” revolution the same throughout the world? Where do we stand today in Brazil? What is the trend?
4) What are the advantages of the traditional types of formulation (pressed powders, emulsions, cooked products)?
5) Foundations are now getting closer to skin care formulation (i.e. BB, CC Creams). What is your opinion? What do you have to offer, in particular for the Brazilian market?


4:30pm – 4:50pm: Nail polish: What’s up in Brazil?
Conference by Alexandre Miasnik, General Manager, Fiabila.


5:00pm – 5:30pm: What’s Next in Nails: Forecast of Upcoming Key Trends?
Conference by Michael Nolte, Beautystreams.
Beautystreams, the leading trend source for the beauty and packaging industries, identifies future trends in storytelling, colours, textures, applications, and packaging inspiration for marketing and product development teams for the nail sector. Discover upcoming concepts translated into original looks though photography taken in Beautystreams’ Paris studios.


5:30pm – 6:00pm: Nail polish trends and market update
Nail Polish challenges and market strategy challenges.
Conference by Tracey Leacock, President, Polychromatic.


6:15pm – 7:00pm: Make up for men without labels
Round table moderated by Gustavo Boaventura, Editor of the site Cosmética em Foco.

Round Table summary: So much is said about the so called “new man” behaviour regarding beauty and cosmetic product, but how prepared is Brazilian market for this consumer category? Is male make up a trend? Do men really use (or don’t use) make up? In this multi-professional round table we will discuss different points of view of this “new man” as a consumer/user of make-up.

Round Table Speakers: Gustavo Boaventura, Pharmacist (Moderator); Dra. Isabel Martinez, Dermatologist, Clínica Martinez; Douglas Guerra de Albuquerque Cabral, Maquiador Sênior, T.Blogs/Farmaervas ; Priscilla Rezende, Pharmacist.

Gustavo Boaventura is the Editor of the site Cosmética em Foco. He is MSc. in Communication with focus on the male consumption of cosmetics. He’s been working on the research & development of new products for Hair Care and currently holds a position of Senior Researcher at the Brazilian salon chain Beleza Natural, focused exclusively on curly hair types.

Day 2 (Wednesday December 9th)


2:00pm – 2:45pm: Samples; everything is possible!
Conferences by: Jérome Massei, Senior Vice President, General Manager, Arcade Latam S.A.; Thais Cunha, Marketing , Arcade; Daniel Almeida, Executive Director, ADHESPACK Ind. E Com. LTDA.


3:00pm – 3:45pm: Connected Beauty a crazy development!


4:00pm – 5:15pm: Mascaras & Lipsticks innovations; which formulas, which applicators?
Round table moderated by Charles-Emmanuel Gounod, Beautyworld Connexions and Dr. Luisa Oliva, R&D Consultant with the participation of: Mylène Meunier, Sales Director Europe & Americas, Cosmogen; Karina Santos, Sales Manager LatAM, Faber Castell; Amaury de Menthiere, CEO, Geka; Meire Tescer, Commercial Manager, Qualipac (IPEL); Eric de Bardonnèche, Commercial and Development Manager, SIMP; Barbara Bauer-Kropf, Executive Vice President Sales & Marketing, Schwan Cosmetics; Vincent Groccia, COO, Topline Products Company, Inc.; Thomas Weckerle, CEO, Weckerle.

1) Among make-up accessories, these two products remain the most mythical. In both cases, they are so unavoidable that they gather a great deal of attention from cosmetic brands. They are both often used as flagship products. As an industrialist, what is your opinion on the evolution of these products and can you actually show us some your latest developments in this area?
2) There is no lack of patents concerning Mascaras. Is it still possible to innovate in this area? Fiber brushes, plastic brushes, what is the trend?
3) Are the days of traditional lipstick tubes over? What is your opinion? What leeway is there to revive this almost ancestral product? Is the game worth the money?
4) Formulas are becoming more and more sophisticated, more and more fragile… Packagings must also be increasingly protective! Innovation is required…. But it has a cost! Are brand owners willing to pay the price? If not, what room for manoeuvre do you have?


5:30pm – 6:00pm: ABIHPEC; its role, its services to support the Beauty industry
What is ABIHPEC offering to support Brazilian companies in their international development.
João Carlos Basilio da Silva, President, ABIHPEC ; Daniel Oliveira, Business Intelligence Manager of ABIHPEC.


6:00pm – 6:45pm: Brazilian brands; Expectations and opportunities
Round table moderated by Vincent Gallon, Brazil Beauty News, with the participation of: Nazish Munchenbach, Sales & Marketing Director, Granado; Mirele Martinez, Brand Manager, Make B, Grupo Boticario; Murilo Reggiani, Socio-diretor, VULT Cosmetica; Maria Paula Fonseca, Global Unit Director make up and skin care, Natura.

1) What do you expect from suppliers in terms of Innovation (packaging and formulation)
2) What is your view about the future of Make Up in Brazil?
3) What are the key constraints and opportunities for doing business in cosmetics in Brazil?
4) What is the importance of local ingredients in the formulation for make-up and skin care products in Brazil?