MakeUp in …™, a new image for a refining strategy

Think Global, act locally! This well-known strategy has been suiting perfectly, the strategy of MakeUp in …™ events across the world, for the past eight years. Paris, New York, Sao Paulo, Seoul, Los Angeles… each new step will have contributed in positioning a little further this targeted and high quality winning concept – in the form of an exclusive event – in the sphere of global trade shows dedicated to the Beauty industry. But first and foremost, a human size event in a warm, friendly and bespoke atmosphere. This is exactly what suggests the new visual identity launched this year in the form of five female characters that illustrate the originality and specificity of the “MakeUp In Events”. A BtoB event that also knows how to adapt to the changing world of Beauty and its cultural characteristics. Long live MakeUp in Asia [Seoul], the only major trade show dedicated to the make-up and skincare sector in Asia, which will open its doors in a month at the Conrad Hotel in Seoul.

Five female characters this year mark a new stage in the identity of the MakeUp in …™ trade shows: five young, attractive and modern, women who epitomize four continents and five major regions in the world where make-up is developing. “To each young woman her own identity and look, to each young woman her preferred make-up product, to each young woman her favourite gesture…”, this is clearly what we wanted to illustrate, explains Morgane Bruna.., by deliberately choosing characters illustrating in their own specific way a European, Asian, East-Coast, West Coast and South American style. Young women staged in black and white and where products, which are at the core of the positioning of our shows, are precisely the only ones to appear with hints of colour.” MakeUp in LosAngeles was the first event to boast this new identity in February last. “Everyone loved it!”, welcomes Sandra Maguarian, Show Manager. “You can’t imagine the number of selfies that were taken in front our West Coast Girl, during the two days!”

MakeUp in Seoul changes name to MakeUp in Asia [Seoul]!

“As you may recall, says Jean-Yves Bourgeois, we already had the opportunity to announce, a few weeks ago in, then through various visual communication, and more recently at a press conference organized for this purpose in Seoul in front of more than twenty journalists, that MakeUp in Seoul, for its opening next month, would be renamed MakeUp in Asia [Seoul]. A simple but effective way to reinforce the idea that has prevailed since the creation of this event in 2014, namely the Asian – and not only Korean – positioning of this event. Besides, since its inception, facts have proven us right: out of the approximately 2,800 visitors who walk the aisles of the show each year, more than 20% are from Asian countries, with visitors from China coming first, followed by Japan, Indonesia and other Southeast Asian countries. As for exhibitors, they also mostly come from other countries. This is probably why this BtoB event is so original and successful compared to other shows in Korean dedicated to the Beauty sector.” See you next April 5 and 6 at the Conrad hotel in Seoul.