MAKEUP ACTION IN LOS ANGELES, ON 3rd & 4th FEBRUARY, 2016, THE "MAKEUP" EVENT SEEN FROM

ANOTHER ANGLE!

Lights, camera, action! To inaugurate the first MakeUp in Action in Los Angeles, there was no better spot than this movie industry Mecca, home to special effects and probably the largest employer of Makeup Artists. A reputation that certainly has a lot to do with the proliferation of Makeup Artists and start-ups specializing in makeup. This effervescence has given rise to new brands, who in few years have also become mythical, such as Smashbox, Bare Escentuals, Benefit, Stila... to name a few. Hence, it seemed only natural to organize in Los Angeles a meeting of another kind, MakeUp in Action.!

It is not a traditional trade show as we know them, but rather a formula better suited to the environment and atmosphere that characterize the world of beauty on the West Coast.

"MakeUp in Action" in Los Angeles, which will take place over two days, aims to bring together the "cream of the crop" of the beauty industry. Two days that will alternate both plenary sessions and highly focused workshops to take an in-depth look in the makeup industry. Workshops that will be conducted by consultants, brand managers and suppliers.

Innovation is the cornerstone and the purpose of this event. Companies wishing to exhibit (on a deliberately limited space) will be given the possibility to do so, provided they only present their most recent innovations. The core concept is the richness of the themes covered by the various workshops and plenary sessions.

Next February 3rd and 4th, sit back comfortably in your chair. The show is about to begin!

Conferences, Workshops & Round Tables Program

Day 1 – Wednesday February 3rd, 2016

10:00am – 6:00pm: Visit of the various exhibitors’ pop-up displays, meetings in private rooms

10:30am – 12:45pm: Workshops

Conducted by Dr. Luisa Oliva, International Cosmetic R&D Consultant and Pharmacist, for the formulas and Jean-Louis Mathiez, Owner & Founder of Cinqpats, for the packaging

These two international experts, assisted by additional experts of their choice, will lead each workshop and go through all the issues about how to develop products within each color cosmetics categories (Lips, Eyes, Face and Nail) from formulas and packaging to applicators stand point. Selected exhibitors will present their innovative formulas, packaging and applicators to illustrate these workshops.

Targets: Brands product development, brands packaging development, brands marketing, formulators and packaging suppliers, consultants willing to know more about formulas, packaging and applicators.

10:30am – 11:30pm: Formula Workshop on Lips

Lips products with bright colors: lipsticks, solids and liquids. The lips stain category. The crazy effects: shimmering, extremely shiny, mat. We will analyze the texture, the components, the trends in formulation and their application.

10:30am – 11:30pm: Packaging Workshop on Eyes

Mascara packaging: latest brush developments. Revolutionary mascara “dispensers”… Are they ready to be launched? Eyelids & eyebrows require new applicators too…

11:45am – 12:45pm: Formula Workshop on Eyes

Mascaras, eye shadows and eyebrows: with a large range of textures. We will analyze the texture, the components, the trends in formulation and their application.

11:45am – 12:45pm: Packaging Workshop on Lips

Diversity of lip applicators: how to manage this category? Is the classic twist mechanism still the best solution for solid lipstick? Any new dispensing solution for solid, soft & liquid bulks?

1:00pm – 2:00pm: Lunch

2:00pm – 2:45pm: State of the Industry Conference

The evolution of the Make-up business worldwide and by region. Special focus on the US market and the specifics about the West Coast (Consumers, manufacturers, “INDIE” brands).

3:00 – 3:45pm – New Challenges Conference: The new ways to reach consumers; The new generation of beauty apps:

Speakers: Annabela Daily, CEO & Founder of Map My Beauty and Annie Finch, CEO & Founder of Katherine Cosmetics

Annabela  Daily   Annie  Finch  

4:00 – 4:30pm – New Challenges Conference: The new ways to reach consumers; The use of Neuroscience

Speaker: Spenser Apramian, Stanford Neuroscientist and Multisensory Design Specialist; A new field for development of beauty products

4:45pm – 5:30pm – Trends & Polysensoriality Conference:

Trends and polysensoriality in the digital age or how to boost polysensoriality taking into account trends

Speaker: Pauline Bonafous, Marketing Project Manager at Groupe Carlin

5:45pm – 6:30pm – Trends in Asia Conference:

What’s happening in color cosmetics in Asia and how it influences consumers and brands on the West Coast?

Speakers: Florence Bernardin, CEO & Founder of Information & Inspiration

6:30pm: Cocktail

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Day 2 – Thursday February 4th, 2016

10:00am – 6:00pm: Visit of the various exhibitors pop-up displays, meetings in private rooms

10:30am – 12:45pm: Workshops

Conducted by Dr. Luisa Oliva, International Cosmetic R&D Consultant and Pharmacist, for the formulas and Jean-Louis Mathiez, Owner & Founder of Cinqpats, for the packaging

10:30am – 11:30pm: Formula Workshop on Face

Foundations are becoming across products boundaries make-up and skin care. During the workshop, we will reveal their secrets: the major dosage forms, components, trends and their application.

10:30am – 11:30pm: Packaging Workshop on Nails

Innovation limited by high industrial cost and low unit price… Is it possible to improve nail brushes? Is there a need for plastic bottles? Nail pens & pencils.

11:45am – 12:45pm: Formula Workshop on Nails

The continual leading trend in nails right now is high shine and long wear. In nail polish and gel trends, the nude nail is huge in 2015. Soft, demure, neutral color shades are on trend this year and beyond.

11:45am – 12:45pm: Packaging Workshop on Face:

What is the limit between face make-up and skincare? Complex packaging category: Bottles, tubes, pumps, puffs, sponges, applicators… New dispensers: airless & cushion packs…

1:00pm – 2:00pm: Lunch

2:15pm – 4:00pm: Workshop Summary and Round Table:

Summary and presentation of the four workshops and open debate in presence of various West Coast brands and full service suppliers representatives

2:15pm – 3:00pm - 4 reports about the workshops made by:

• Packaging: Jamie Matusow, Editor-in-Chief of Beauty Packaging magazine • Formulas: Brian Fox, Founder of Innovative Design House, Genealogy Beauty

2:15pm – 3:00pm - Roundtable, moderated by Charles-Emmanuel Gounod, CEO & Founder Beautyworld Connexions, with brands representatives reacting first to the 4 reports and then talking about the West Coast and Indie brands specifics:

Jamie  Matusow   Brian  Fox  

• Samantha Cutler, Chief Product Development Officer at Stila Cosmetic • Brian Fox, Founder of Innovative Design House, Genealogy Beauty • Christophe Guesnet, Senior VP Purchasing & Packaging Development,

Chanel • Kate Helfrich, Senior Director, Product Development & Marketing, Sephora • Bill Hughes, Director, Global Marketing and Product Development, Bare

Escentuals • Ingrid Jackel, CEO, Yes To Inc. • Laura Nelson, President & Owner, Spatz Laboratory • Sylvie Rouaix, V.P. Product Development, Kendo • Jill Tomandl, VP Product Development and Innovation at Estee Lauder,

Smashbox •

               

MakeUp  in  Action  in  Los  Angeles  2016,  February  3  &  4  Quixote  Studios  

1011  N.  Fuller  Avenue  West  Hollywood,  CA  90046  

   

Charles-­‐Emmanuel  Gounod  

Samantha  Cutler  Christophe  Guesnet  

Bill  Hughes   Ingrid  Jackel   Laura  Nelson   Sylvie  Rouaix   Jil  Tomandl  Brian  Fox