MakeUp in SaoPaulo: in orbit!

The first edition of MakeUp in SaoPaulo met all the expectations that had been expressed in recent weeks via the Internet and social networks. More than 600 people (620 exactly!) will have crowded during two days the aisles of the exhibition area and the largest conference room of the Renaissance Hotel in São Paulo. A superb performance on a continent where everyone knows that the B to B sector remains narrow and when one can recall that the first MakeUp in Paris had gathered, five years ago, a total of 800 people (against 2800 in 2014!) and that MakeUp in...

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Joao Carlos Basilio, ABIHPEC: “We see the future with optimism!”

MakeUp in …™: Could you give us details of what ABIHPEC represents in terms of number of associates and economic importance / role in Brazil (business volume of associate companies, the different sectors represented, etc.)? Joao Carlos Basilio: The Brazilian Association of the Cosmetic, Toiletry and Fragrance Industry (ABIHPEC) represents one of the sectors that grows more historically worldwide and counts, currently, on over 360 associate companies, of different sizes, corresponding to 94% of the whole sector invoiced billing. Throughout the last 20 years, the entity has developed and supported actions focused on the Brazilian industry of personal hygiene, perfumery...

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MakeUp in SaoPaulo supports Arca do Saber

MakeUp in SaoPaulo will host the Franco-Brazilian NGO Arca do Saber to support its activities aiming to promote academic success and professional integration of children in situation of social vulnerability and extreme poverty. Created in 2001, Arca do Saber welcomes every day 120 children aged from 5 to 15 years to acquire knowledge thanks to educational and cultural activities, benefit from a balanced diet (240 meals are served every day), be open to the world and learn community life.Located in the heart of Favela Vila Prudente, the oldest favela of São Paulo, with a population of about 17,000 inhabitants, Arca...

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The future of formulation: an overview of make-up innovation

MakeUp in SaoPaulo - Thursday 4th December from 02:30 pm to 03:30 pmIn a context of deep change in consumer taste, Luisa Oliva, International R&D and technical marketing Consultant, Pharmacist will present an overview of technological advances and trends in the formulation of make-up products. From a global selection of products, she will reveal the characteristics of current and future formulations.Lightness combined to increasingly sophisticated effectsTo address the profound change in tastes observed with consumers in search of lightness and increasingly sophisticated effects, new products are formulated with extreme precision, leaving no detail to chance. In this context and...

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Make-up: why brazil is a market of its own!

We know that all indicators are green concerning the development of the make-up industry in Brazil. But beware, this market is far from being as simple as it seems. It is very different from other markets in the world, such as Europe, the USA or Asia.Consumption habits, culture, climate are many factors that influence Brazilian women in their approach to their "beauty look." Too much make-up and you'll quickly be tagged as a caricature of a “circus clown”. Yes! You did read ”like a clown”! Mat reigns supreme in this country of two hundred million inhabitants, including a hundred million...

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Introducing the make up and the retail revolution

Retail Strategy is a key factor of success for brands all over the world ! But in 10 years, the face of the beauty retail has completely changed.Understanding those new retail challenges helps building the best experiences : those able to create a real purchasing value !How to build strong emotional in store experiences ?1. CreateHow to build unique experiences, both temporary and permanent ? Discover pop up ideas, great visual merchandising and design.2. CommunicateGreat storytelling at point of sale, communicating passion and expertise, great service ideas etc… 3. CraftBuilding unique crafted and personalised experiences. A conference from Elizabeth Marq...

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Hot in Paris! Inspirational products & trends for brazilian

Fashion edge & sunny looks are two inspiring angles for make up brands from Europe or Brazil as well ! This conference held at MakeUp in SaoPaulo on December, 3rd at 3:00pm will analyse the approach of french make up brands and the trends on the french market in these two area and what ‘s around the corner.1 - Building a « fashion edge » : from selective to mass, how french brands cultivate a fashion approach to make up ?French make up brands have built a strong specificity through working in phase with « Couture » influences, calendar and...

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Export a Brazilian brand outside Brazil. The keys to success…

MakeUp in SaoPaulo - December, 4th at 3:45 pmBy Helen Kupfer-Haas: a consultant based in Paris, an expert in import-export in the world of perfume and luxury goods between France and Brazil. Synonymous with sun, sensuality, healthiness, joie de vivre, Brazil also offers an emerging economy with a high growth potential and a middle class, which is a big consumer of cosmetics and make-up products.Enjoying a considerable sympathy capital Brazil stirs one’s imagination compared to France's gloominess. Brazil now enjoys a worldwide recognition, and the opportunity to build a brand with attributes associated to Brasilidade has become more important than...

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In two months an “exclusive” very first MakeUp in SaoPaulo!

Only two months and the 1st edition of MakeUp in SaoPaulo will open its doors to visitors in the meeting rooms of the Renaissance Hotel in Sao Paulo, on 3 and 4 December 2014. With, during the two days of conference the presence of the biggest leaders in the global make-up industry from formulation to full service providers, like the Italian group Intercos, the French companies Fiabila, Strand Cosmetics, Sleever, SIMP and Aesthete, the German firms Weckerle and Faber Castell, the American groups Oxygen, Topline and Polychromatic, not to mention the packaging sector with the presence of one of the...

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