The cosmetics-only B-B-focused MakeUp in NewYork will celebrate its 5th anniversary on September 9-10, when it expands into a larger exhibition space at Penn Plaza Pavilion, located at 401 7th Ave, New York, NY. More than 100 exhibitors, including about 20 new entrants will make for a dynamic sold-out show, featuring formulations, packaging, ingredients and accessories. Last year Sandra Maguarian, co-manager of MakeUp in NewYork, reported that more than 2,100 attendees walked the show during the two days. The 2014 edition showcased 75 suppliers.

In the midst of its bustling show floor, MakeUp in NewYork will be adding its usual colorful and entertaining mix of makeup demos, special exhibits, and a strong two-day program of educational conferences targeting key issues in the industry. This edition will also highlight a number of new features sure to captivate visitors.

Private Visit for CEW Members

New this year will be a special private visit of the show with a complimentary breakfast for CEW members only, on Thursday, September 10th, providing an opportunity to meet with exhibitors in a quiet and exclusive environment.

Presentation from FIT

Students from FIT’s Cosmetics and Fragrance Marketing program will offer an insightful history of American makeup from the 1920s to the ’80s, with a video presentation and several period-inspired makeup looks on models. This will take place on Wednesday, September 9, in the conference room, from 10:15am to 10:45am.

Packaging Innovation Contest

For more than a year, MakeUp in NewYork has worked with the Packaging Engineering program at Rutgers University to organize a nationwide innovation contest. Six universities and colleges entered the contest with a total of 18 teams. Contestants were challenged to review the market, identify consumer needs and propose their innovative concepts. On July 14, a jury reviewed all submissions and selected five finalists. These finalists’ work will be revealed at MakeUp in NewYork, and each of the show’s attendees will have the opportunity to vote to select the gold, silver and bronze prize-winners. The final result will be announced during MakeUp in NewYork’s cocktail reception on the first evening of the show.

A Special Focus on Italy and Korea

On the afternoon of September 9, from 2:30pm-5pm, MakeUp in NewYork will present a special conference cluster dedicated to the Italian cosmetics industry, which is on a strong upswing in the U.S.

From 2pm-4pm, Federico Tozzi deputy secretary general Italy, America Chamber of Commerce Inc., will headline a session on “The Italian Economy of Beauty… State of Play!” This will offer a look at Milan and its surrounding region—described as the heart of the makeup industry.

Following Tozzi’s presentation will be a roundtable discussion of the challenges and strengths of the Italian cosmetics industry, featuring key topics from formulation to full service, and how Italian suppliers can accommodate U.S. customers.

The afternoon will conclude with a session from 4 pm -5pm titled: “Distribution, The Italian Model.”

On September 10, from 2-4pm, attention will focus on a roundtable discussion of the Korean beauty market and its rising global influence.

Innovation Tree Products

This year’s MakeUp in NewYork edition will also launch its Innovation Tree contest, a competition that was first organized for MakeUp in Seoul, and then for MakeUp in Paris. The resulting display will feature 26 of more than 60 products that were submitted from more than a third of MakeUp in NewYork’s exhibitors. The winning products, from formulations to applicators, were selected by a jury of experts.

More info: makeup-in-newyork.com