Three good reasons to attend MakeUp in SaoPaulo

Out of 1200 visitors, 800 people attended last year the two-day conferences at MakeUp in SaoPaulo. This shows the level of expectation in terms of communication of Marketing, Purchasing and R&D Managers of South American brands. In eight weeks the first session of this third edition of MakeUp in SaoPaulo will open with the latest trends in Asia detailed by Florence Bernardin from Information & Inspiration. It will be followed by the conference of Beautystream on the 2017 colour trends. An appointment which should not be missed.

Brazil’s economy has stalled but it’s ready to start again. Besides, it has always picked up! This is the context in which this third edition of MakeUp in SaoPaulo will be taking place. It is now time to look forward!

Asia, the trend driver

(On December 7, from 02:00 pm to 02:45)

Florence Bernardin

Florence Bernardin

Florence Bernardin from Information & Inspiration will review “The latest make-up trends from Asia”.
After the success of BB creams and Cushion foundations, the beauty eyes are all expecting from Korea new concepts & results of ideal makeup products.
Except in Japan, we can say that makeup routines are not as sophisticated as skincare routine in other Asian countries but anyhow the level of expectation for perfect, translucent skin, long lasting makeup as well big eyes stimulate creativity.
Here are some examples of what is going on the markets:
– We can see that new hybrid products such as “tone-up” creams are booming from Korea and China. With instant visible brightening effects, “tone-up” cream helps faking a very light toned skin while also enhancing facial features. It can be a skincare cream to be used at the last step of skincare routine avoiding makeup application, or it can be considered as a functional makeup base.
– Lip Tints are evolving with many different makeup results becoming more and more hybrid and sophisticated: better adherence, plumping effect, long lasting, lip care, velvet mat to shiny lacquered finish …but also many types of packings & textures from jelly-like to mousse, balm oil…
– Eyeshadows are providing a huge possibility of texture experience such as watery, powder to liquid, liquid… with great color pay-off and very long lasting … but the most inspiring area remains the brows From brow palette which includes red or orange color, to new tint effect thanks to peel off gel products or cushion type products, the expression on brows is completely under redefinition as it is the key feature in Asia to really create identity on face.
But of course many other new inspiring & smart products and concepts such as new makeup top coat, skin polisher, lip& cheek products… will be presented during the Show Makeup in SaoPaulo for all brands to find creative ideas and directions for development.

Global nail trend forecast, upcoming key colors & textures

(On December 7, from 03:00 pm to 04:30)

Fearnada Pigatto

Fearnada Pigatto

Join a special Nail presentation by global beauty trend authority Beautystreams. Discover an exciting breakdown of not-to-miss trends from the Spring/Summer 2017 international runways. Find out what’s new in nail color, texture and application from the latest runway shows in New York, London, Milan, and Paris. Fernanda Pigatto, Beautystreams’ Trend and Marketing Manager Brazil, will present editorial picks curated by their team of international runway editors.
Beautystreams will also give an exclusive preview of their forecasted future trends to come. Ms. Pigatto will present the Beautystreams trend forecast based on the overarching theme is “Heroes”.
We often hear the word “hero,” but seldom stop to ponder its meaning. As our contemporary world is challenged with economic, political, and ecological issues, heroes take on new relevance. During the 30’s Depression when the economy was down and people felt helpless to better their condition, the powerful character of Superman brought a much-needed sense of hope to the working class population, giving them a feeling of reassurance and protection. This same need for hope looms today, explaining the phenomenal media success of superheroes. These-larger-than-life characters represent people we can trust, especially considering today’s questionable politicians and systems. Yet if we look past fantasy and virtual worlds, we will find that heroes exist in other forms as well. Though not packaged in capes and flashy costumes, they are real and live among us. The Beautystreams seminar will present several trend stories that address the challenging needs of consumers today.