20 conferences, 35 speakers…, register now for the best in makeup in Los Angeles!

2017-01-02Time just flies! It will be a year since the first edition of MakeUp in Action in Los Angeles took place at the Quixote Studio in Hollywood. Everyone still remembers this first edition. It was a great moment of exchange and sharing, with nearly 700 participants during two days centered on a consistent program of conferences and round tables with the presence of some thirty suppliers delighted to take part in an event dedicated to the West Coast makeup industry.
Next February 8 and 9 the second edition of the event looks even more promising. Almost everything will be doubled! Twice as many suppliers, twice as many speakers twice as many expected participants!
Main highlights: conferences and debates on the key influences from California, now regarded as an “Innovation Hub” for the cosmetics industry. A consistent program with the participation of leaders in this field but also of “Indie brands”. A Beauty appointment where you will be able to discover trends and innovations, across the entire makeup sector, and particularly the ones concerning the Formulation-Pack-Applicator trio.
An exciting event…., not to be missed.

Day 1: Wednesday February 8th

The New Influences From California & Their Impact In Beauty

10:00am – 10:20am: Introduction of the Event of the Day
Leila Rochet-Podvin, Founder of Cosmetics Inspiration & Creation

10:20am – 10:50am: “Insight into Future Trends and the California influence”
Conference by Sarah Jindal, Senior Innovation and Insights Analyst – Beauty & Personal Care at MINTEL

11:00am -11:45am: Influence #1: “The new ways consumer shop and the Evolutions of Retail”
Round table moderated by Leila Rochet-Podvin, Cosmetics Inspiration & Creation with the participation of:
– Sinead Norenius-Raniere, Partner at The Pienza Collective and Board Member of the Bay Area Beauty Association
– Jennifer Ritter, JSR Consulting

11:50am – 12:30pm: Influence #2: “Beauty at the Digital Age; The Power of Influencers and the Rise of Social Media “
– “YouTube – The Recipe for Success & for Inspiration”
Presentation by Mary Healy – YouTube Brand Partner Program
– “Impact of Brands in Social Media – Who wins and What are the success factors ”
Presentation by Conor Begley, Co-Founder at Tribe Dynamics

12:40pm – 1:25pm: “Beauty at the Digital Age ” – What has changed & the impact for innovations”
Round table dedicated to California brands moderated by Leila Rochet-Podvin with the participation of:
– Samantha Cutler, Chief Product Development Officer at Stila Cosmetics
– Kate Helfrich, Vice President Product Development at Hourglass
– Ingrid Jackel, CEO at Yes To

1:30pm – 2:30pm: “Secrets of a Master – Close up Magic – Makeup Design for Leading ladies and Men on Feature Films – How I work”
Conference by Michele Burke, Make Up Artist

2:45 pm – 4:00 pm: Influence #3: “Millennials, the Next Generation, the impact for our Industry”
Conferences & discussions moderated by Leila Rochet-Podvin

2:40 pm – 3:10 pm: “Gen Z and Millennials – The implication on Femininity & Beauty – West Coast Influences”
Conference by Pierre Biseuil, Future Insight Director at Peclers Paris and Leila Rochet-Podvin, Founder of Cosmetics Inspiration & Creation

3:15 – 4:00 pm: Discussion and round table moderated by Leila Rochet-Podvin with the participation of:
– ELC Gen Next – Opportunities for Millennials To Make Brand Contributions by Jill Tomandl, VP Product Development and Innovation at Estée Lauder Companies
– “Millennials talking about Millennials” Round table with ELC Gen Next representatives from Smashbox, GlamGlow, Flirt, Clinique

4:15 pm – 5:00 pm: Influence #4 – ” Healthy is the new Young – How the Healthy lifestyle is influencing the Beauty Industry & What’s next”
Round tables moderated by Leila Rochet-Podvin and Jennifer Ritter with the participation of the following California brands:
– Katherine & Caroline Romos, Co-Founders of Rituel de Filles
– Sasha Plavsic, Founder of Ilia Beauty

Day 2: Thursday February 9th

10:00am -10:45am: “The new influences; Changing time concepts”
Conference by Antoinette van den Berg, CEO & Founder of Touché Today

11:00am -12:00am: Workshop Program: “Cosmetic Packaging, the Technology behind Beauty”

Workshop 1: The cluttered world of cosmetic packaging made simple
By Gérald Martines, founder and president at IN•SIGNES

Cosmetic is a complex business but someone has to simplify it!
Make up products are the combination of three inseparable elements, present in any and all product, and which must work together in close harmony to generate the expected result: the formula, the packaging and the applicator. The combination of different areas to treat (eyes, lips, nails…), each with its own specific demands, with a wealth of packaging technologies (tubes, pencils, swivel mechanisms, sprays…), not to forget a booming number of applicator types (brushes, felt-tips, flock-tips, spatulas, balls…) results in significant complexity, that brands must master in order to introduce products that meet the high expectations of ever more educated, demanding and mobile consumers.
This workshop will reveal the process for selecting the appropriate packaging for a specific application and establish a comprehensive cosmetic packaging typology:
– Inventory of make-up areas – specific constraints
– The process of how to select a packaging type
– Overview of the main galenic form of cosmetic formulas: lotions, serums, oils, gels, wax…
– Combining make up application with pack technology: Cosmetic packaging typology

1:00pm – 1:30pm: “The Rise of Social Media and the impact on BtoB”: Best practices by Albéa
Conference by Cecile Tuil, VP Communications, Albea

1:45pm – 2:15pm: “Current and future trends in Nail Polish”
Conference by Pierre Miasnik, CEO of Fiabila
– Differences between European and American formulas in terms of polymers and their impact on product characteristics,
– ‘Free from’ traditional formulas… more and more ingredients, – monomer-free hybrid formulas and changes in the use of these formulas in the US,
– New technology (if the patent related to this technology can be filed before) -brush and formula: what consequences.

2:30pm – 5:00pm: Workshop Program: “Cosmetic Packaging, the Technology behind Beauty”

Workshop 2: Focus on the main, high-volume categories
By Gérald Martines, founder and president at IN•SIGNES

Each type of cosmetic packaging comes with its own specific tricks and traps. This workshop will focus on mascara, lipgloss, lipstick, pencils and foundation, zoom on the basic technology at work, identify critical functions and walk through the main criteria to consider to develop an impeccably operating pack, from material compatibility issues to airtightness and more. It will also survey some significant innovations and technological trends to provide Marketing Product Managers and Packaging Engineers with a comprehensive overview.
This workshop will be organized in the form of round tables by category, 30 minute each, split as follows:
– 5-10 minute introduction on the category by Gerald Martines
– 10-15 minute dialogue with experts from key packaging manufacturers and formulators in the category, moderated by Charles Emmanuel Gounod
– 5-10 minute Q&A, moderated by Charles Emmanuel Gounod

2:30pm – 3:00pm: Mascaras
Mascara is beyond dispute the cosmetic category where the interaction between the formula, the applicator and the pack plays the most critical role, and where innovations in these elements nourish each other, resulting in a sustained stream of novelties.
Workshop with the participation of the following industry experts:
– Adrian Hook, Vice President Sales USA, Brivaplast
– Allan Yedlinsky, Sales Manager at Mascara +
– Anne Rutigliano, Marketing Manager Albéa Cosmetic Rigid Packaging
– Arnaud Brilland, Vice President of Sales North America at Geka GmbH
– JK Hwang, President & Owner of FS Korea
– Renato Ancorotti, CEO of Ancorotti Cosmetics

3:00pm – 3:30pm: Lipgloss
Lipgloss is the favorite lip make up category with the younger generations, because of its ease of use and an ever-increasing palette of available effects; after being a relatively low tech category for a while lipgloss has seen a sustained pace of innovation in applicators and packaging solutions lately making it a very dynamic category.
Workshop with the participation of the following industry experts:
– Anne Rutigliano, Marketing Manager Albéa Cosmetic Rigid Packaging
– Adrian Hook, Vice President Sales USA, Brivaplast
– Arnaud Brilland, Vice President of Sales North America at Geka GmbH

3:30pm – 4:00pm: Lipsticks
A classical lipstick remains the flagship of any makeup lineup. Innovations in multi-benefit formulas and new gestures have lately fueled a corresponding flow of innovations in packaging solutions in order to handle the more demanding modern lipstick formulations or the new ways in which makeup brands are utilizing the good old mechanisms.
Workshop with the participation of the following industry experts:
– Philippe Pavageau, General Manager at Alkos Group
– Sonia Cerato, Category Manager Makeup Division at Quadpack
– Thomas Weckerle, CEO of Weckerle

4:00pm – 4:30pm: Pencils
Pencils are a ubiquitous make up solution, that has invaded virtually all makeup applications from eyes to lips and face, not to forget the highly dynamic segment of brows. The classical wooden pencil, still a must, has evolved into a wealth of solutions from plastic to automatic pencils opening lots of opportunities for innovative applications.
Workshop with the participation of the following industry experts:
– Dr. Christina Zech, Managing Director at Faber Castell Cosmetics
– David Jieli, General Manager at Ningbo Jieli Cosmetical Package
– Philippe Pavageau, General Manager at Alkos Group
– Valeria Piano, Sales Director Confalonieri

4:30pm – 5:00pm: Foundation
Foundation is… the foundation of makeup. Few categories embrace as many applications, combining such a vast variety of formula types, each with its own requirement in terms of texture and viscosity, with a large choice of packaging solutions that must be carefully selected to properly deliver the optimal result.
Workshop with the participation of the following industry experts:
– Denis Richard-Orliange, VP Sales & Marketing at STRAND COSMETICS
– Mario de Luigi, Sales & Marketing Director at B.Kolor
– Sonia Cerato, Category Manager Makeup Division at Quadpack
– Vonda Simon, Owner, SeaCliff Beauty Pkg & Labs / SeaCliff Beauty Private Label Cosmetics / Murray Plastic LLC