MakeUp in Action in Los Angeles: how to surf on tomorrow’s makeup trends…?

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Did you know? Major international Beauty groups, like Shiseido, Kose Cosmetics, L’Oréal, Boots or Estée Lauder rely more and more on neuroscience to better understand the wants and desires of their customers! Spenser Apramian from the Stanford University will explain us the ins and outs of this technique.

Each major region of the world influences another and vice versa! How does, precisely, Europe and its approach of femininity influence the US, and what is the impact of Asia on the rest of the world? Why is the West Coast so attractive? In this conference focusing on the trends in Beauty, Leïla Rochet-Podvin and Jennifer Ritter will present a crossed analysis our industry.

Finally, did you know that mobile beauty commerce is an almost completely untapped market within the $59 billion U.S. cosmetics industry? Annabella Daily, Founder and CEO of MapMyBeauty.com, will detail the winning approach of her company.

On February 3, 2016 in the afternoon, three not-to-be-missed conferences….!

With, starting at 02:00 p.m., « The Evolution of Makeup and Representation of Femininity », by Leïla Rochet-Podvin, Founder of Cosmetics Inspiration&Creation, and Jennifer Ritter, Founder of JSR Consulting. « What are the trends and insights that are feeding the positive evolution of the Makeup market? How do changes in our society and the use of technology are impacting our industry and our relation to beauty ». In this conference, they will focus on the US (West Coast/East Coast) and the French market. How do these markets evolve and what are the differences? How and which indie brands are impacting our industry? How do consumers and their relation to beauty differ? Portrait of the Angelino, the New Yorker and Parisian. What are the main trends coming from each of these parts of the world and that will impact the future of our industry.

Online Beauty!
Then at 03:00 p.m. …., Annabella Daily, Founder and CEO of MapMyBeauty.com, will detail the winning approach of her company. Millennials shop on mobile more than on any other channel; yet mobile beauty commerce is an almost completely untapped market within the $59 billion U.S. cosmetics industry. Map My Beauty, the company behind Sephora’s latest million-user mobile innovation, Pocket Contour, and a new luxury beauty app launching in Q1, leads a discussion on prestige customer experiences that drive engagement, purchase and loyalty, right on the smartphone.

Captivate your brain!
And at 04:00 p.m…., Spenser Apramian from the University of Stanford, will explain what is going on in our brains when we judge products that we see, taste, smell, and feel. A detailed analysis, in several stages, to reach consumers:
– Reason: Unlock the ultimate predictive model for what makes a “strong” product
– Application: design, marketing, branding, and more. Cross modality = the perception of one sense strengthens the perception of another sense.
Why is cross modality important in cosmetics?
Other Cosmetic Brands are beginning to Use Neuroscience such as the Shiseido Group, which performed studies on women and how they responded to certain lipstick lid closures. Similarly, the Kose Cosmetics Group raised sales by 20% as a result of implementing these methods of sensory engagement.
How does sensory engagement lead to a successful product? Where we gauge how much something is worth ($) in our brain is the same area where we process favorable senses of sight, smell, touch, taste.

MakeUp in LosAngeles 2017, February 8 & 9, Quixote Studios.