MakeUp in LosAngeles: 30 speakers …, 15 conferences …, 6 round-tables …

Time just flies! In a few weeks, MakeUp in LosAngeles will open its doors for its third edition. With thirty speakers hosting fifteen conferences and half a dozen round tables, this new edition will be up to expectations! Learn more about the new beauty entrepreneurs who have made the most recent headlines… Discover how make up brands adapt to the new digital age… What if influencers were living their last moments? What if new technologies were about to reshuffle the cards like never before? What if new textures were on the point of revolutionizing next generation formulas? What will applicators...

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MakeUp in LosAngeles is riding the “Indie” wave

By doubling in one year, the number of exhibitors, the upcoming edition of MakeUp in LosAngeles, which will take place on 7 and 8 February 2018 at the Barker Hangar, –a new hype venue not far from the Los Angeles Airport–, is definitely positioning itself as the prime U.S. West Coast event dedicated to the makeup sector. A success linked to the fantastic wave of creations of new trendy brands, the famous "Indies", (short for Independent Brands), and their equally immediate and unexpected incredible success! Registrations to the event are open. Don't wait any longer because places are limited! When the...

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MakeUp in LosAngeles gets all the votes!

Satisfaction was total for this second edition of MakeUp in LosAngeles. Testimonials are unanimous! The event was up to the hopes of the profession. Attendees, quality of the venue, conviviality and above all a high level of "business", all the ingredients were there to put smiles on the faces of exhibitors and visitors. A great vintage that confirms the relevance of an event of this kind on the West Coast. February 2018… Save the date, for a third edition of the event in a new venue! STRAND COSMETICS EUROPE Thanks to all the team for giving us the opportunity to meet so...

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MakeUp in LosAngeles, a “winning” second edition!

This second edition of MakeUp in LosAngeles, which took place last week at the Quixote Studio in West Hollywood, exceeded all the expectations of the professional makeup industry. Indeed both quality and quantity were the ones expected. The first day was crazy, yes, completely crazy! With more than 1,000 visitors between 10:00 am and 05:00 pm, compared to the 600 people who had come to the show a year ago, during the two days of the first MakeUp in LosAngeles! In the end a total of 1,650 people, – i.e., a figure higher than the number of pre-registered visitors –...

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Lipstick… A star among make-up stars!

An iconic accessory in the make-up routine, and a spearhead of any cosmetic line, lipstick as we know it, appeared in the 1920s. Our great-grandmothers - but also gentlemen at the Court - also used to put "red' to their lips, by picking with their finger or a brush some coloured ointment from a jar. Lipstick will be the topic next February 9, from 03:30 pm to 04:00 pm of the round table animated by Gérald Martines, founder of the marketing / innovation consulting firm IN•SIGNS, with the participation of Philippe Pavageau, CEO, Alkos Group; Sonia Cerato, Category Manager Makeup Division,...

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An exclusive and private visit to the Max Factor Museum

On Wednesday February 8, in the evening, participants to this second edition of MakeUp in Los Angeles will have the privilege to take part to a private visit of the Museum dedicated to Max Factor in Hollywood. Max Factor was considered the father of modern "make-up". Born in Poland, Max Factor became the beautician/make-up artist to Russia's Czar Nicholas II and his family. After immigrating with his family to the United States in 1908, he fulfilled the American Dream. Through his innovative ideas, and hard work, Factor built a cosmetic empire. The building that houses today's Hollywood Museum at 1660 North...

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Thanks to Michele Burke, the work of a film makeup artist will no longer be a mystery to you!

Two days in a row, (Wednesday, February 8 from 1:30 pm to 2:30 pm in the conference room and on Thursday, February 9 from 11 am to 12 pm in a private lounge), visitors to MakeUp in LosAngeles who have registered in advance will have the privilege to experience in person the "creative process" of a renowned two time Academy award winning MakeUp Artist. The explanations of one of the most famous professional make-up Artist of movie stars, Michele Burke who tells us more below. MakeUp in…™ : Concretely, how are you going to animate these two sessions? Michele Burke : During the...

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Once again…, choice partners for MakeUp in LosAngeles!

After the Amore Pacific Group in Seoul, then Chanel in Paris and Maybelline in New York, the MakeUp team in Los Angeles is proud to introduce its new brand partner, Lancôme. A prestigious brand whose creation dates back to 1935 and who has an impressive track record of best sellers, both in its perfume, make-up and skincare lines. We also want to thank for their renewed presence the CEW teams who have been accompanying us throughout our various events in the United States and Paris. Founded in 1935 by the visionary pioneer, Armand Petitjean, with the wish of spreading the spirit...

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Emerge into the beauty trends, shaping the future of the makeup industry

The beauty industry is undertaking major shifts, revolutionized by technology and the arrival of the Millennials (people born in the 1980s and 1990s), a savvy generation when it comes to the use of makeup. During the first day of the MakeUp in Los Angeles Event, on February 8, 2017 at the Quixote Studio, leading Trend Specialists, Experts and Brand representatives will provide insights of the major Beauty Trends shaping the future of our industry. With a special focus on the West Coast influences, considered as the innovation hub of beauty, this first day will be dedicated to the new influences...

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Packaging / Applicators: making the right choice!

Make up products are the combination of three inseparable elements, present in any and all product, and that must work together in close harmony to achieve the desired 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 growing 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...

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