MakeUp in NewYork is approaching and promises to be better than ever as it readies for its 4th edition on September 23-24, once again at the Center548 in Chelsea (548 West 22nd Street New York, NY).

The exhibit and conference event, which prides itself on being a think tank for the entire cosmetics industry, will be filled to capacity with 80 exhibitors (up from 68 last year), a dozen conference sessions, and a string of added attractions including makeup artist demos, personal “photo booth” makeovers, lavish beauty parades, a nail bar and a curated exhibition of fabulous vintage compacts.

Newly designed black booths on the show floor will contrast with vivid makeup and packaging colors for a stimulating backdrop, as brand executives from purchasing, marketing and R&D meet with formula, packaging, full-service, accessories and ingredients suppliers to develop successful product strategies.

Conference sessions with leaders in the industry will further inspire attendees looking to structure their R&D and marketing plans. In addition, special partnerships with Rutgers Packaging Engineering School and The Fashion Institute of Technology (FIT) will provide the latest insights and practices from prominent ‘incubators’ for the cosmetics and packaging industry.

Sandra Maguarian, show manager, MakeUp in New-York, says, “The concept of MakeUp in NewYork—of gathering suppliers of formula, packaging and full-service companies in one place—is more than ever a reality.” In addition, she says that 70-80% of this year’s exhibitors will show new products, whether in texture, ingredients or packaging. “Their R&D teams are working hard to get their innovations ready to be shown at this unique American makeup rendezvous,” adds Maguarian.

Session Overviews

Following is a look at some of the sessions that will be presented during the two days:

Tuesday, September 23

10am-11am: “Overview of Color Cosmetics in the U.S.”
NPD’s Kissura Mondesir will explore successful innovations and key trends,  and identify opportunities to meet consumer demand for experimentation to drive business growth.

1pm-1:30pm: “Makeup Trends in Asia (Japan, Korea) and France.”
Different perceptions of beauty ideals, application techniques, color palettes, textures and finishes: Florence Bernardin, director of the Information & Inspiration agency, will decipher the codes and expectations of makeup for Japanese, Korean and French women.

2pm-3pm: “The California Makeup Scene.”
With Jill Tomandl and Samantha Cutler, Smashbox; Bill Hughes, Bare Escentuals; Ingrid Jackel, Physician’s Formula; and Mary van Praag, general manager, OPI Products Inc.

3:15pm-4pm: “Social Media and Color Cosmetics.”
How is social media influencing the sale and use of Color Cosmetics? With Robert Ricci, Marina Maher Communications

Wednesday, September 24

9:30am-10:30am: “Psychology of Color Marketing.”
Leslie Harrington, Color Association of the U.S., will explore how to harness the power of color and ensure your brand is sending the right message.


12:15pm-1:15pm: “From Formula to Distribution—Must Have Makeup Products.”
How does a formula become a good product?

With David Zelesnick, VP R&D, Nuworld Beauty; Nick Gardner, EVP of sales, HCT Group; Eve Pearl, five-time Emmy award winner and founder of Eve Pearl Beauty Brands.

4pm-5pm: “Luxury and Color Cosmetics.”
How the evolution of society impacts the concept of luxury. With Leila Rochet-Podvin, Cosmetics Inspiration & Creation.

More to Come

And remember—at the close of the first day, the entertainment and networking continues at 6:30 pm, and well into the evening.

MakeUp in New York will hold a cocktail party on September 23rd at the prestigious New York Athletic Club, where guests will have a stunning view of one of the city’s most notable landmarks—Central Park. This event will be held in conjunction with the Cosmetic Industry Buyers and Suppliers (CIBS) organization—and will be sponsored by Beauty Packaging magazine. This year, students of the Cosmetic and Fragrance Marketing Association, part of FIT, will present their interpretations of the color pink during the evening.

See you there!

Stay tuned to beautypackaging.com for additional details on MakeUp in NewYork.

Or visit: www.makeup-in-newyork.com