MakeUp in LosAngeles is preparing for its third edition, while Luxe Pack Los Angeles is getting ready for its West Coast debut. Both shows will be co-located on February 7-8 at the Barker Hangar at the Santa Monica airport, a short drive from Los Angeles International airport.

MakeUp in LosAngeles, organized by Beauteam, nearly doubled its number of exhibitors this year, which rose to 74; 33 are new participants. The Luxe Pack Los Angeles show will feature 52 packaging exhibitors for its inaugural year. Luxe Pack is organized by Idice, part of InfoPro Digital group, which acquired MakeUp In… last year.

Conference Highlights at MakeUp in LosAngeles

MakeUp in LosAngeles will include 30 speakers during its 15 conferences this year. Keynote presentations will feature Sarah Jindal, senior innovation and insight analyst for beauty and personal care at Mintel, on February 7, followed by Jill Scalamandre, president of the global makeup center of excellence at Shiseido Americas on February 8.

Los Angeles is home to numerous indie beauty brands, many of which owe their success to social media. On Wednesday, February 7, from 10:15-11:45 am, experts will discuss “The Rise of the New Entrepreneurs and Indie Brands’ Influence” during a roundtable moderated by Leila Rochet-Podvin. Participants include Marlena Stell, CEO and founder of Makeup Geek.

Several conferences later that day will focus on “beauty tech,” including the discussion, “Beauty Transformation in the Digital Age: Adapting to the new challenge of social media and e-commerce.” Participants include David Olsen, CEO of Cos Bar and Jill Tomandl, vice president of product development and innovation at Smashbox Cosmetics.

A presentation from 2:30-3:45pm will feature experts discussing, “The Connected Consumer: What is the future of influencers? What are the new challenges? What are the recipes to be part of the beauty conversation?” Participants include Eric Briones, author of Digital & Luxury, professor & strategic planner and Rob McLoughlin, vice president of consumer research at PopSugar.

Yet another not-to-miss presentation on the show’s opening day is “The future of influencers according to Tribe Dynamics,” presented by Conor Begley, co-founder of Tribe Dynamics.

Applicator Trends on Day 2 of MakeUp in LosAngeles

Applicators are trending—and will be the topic of discussion on the second day of MakeUp in LosAngeles. A session from 1:30-3 pm on February 8 will focus on the recent growth in the popularity of applicators and beauty tools. During the conference, “The Cosmetic Applicators—a Must in Makeup Today and in the Future,” several suppliers will present their latest applicator innovations, including Albéa, Briviplast, Cosmogen, FS Korea, Geka, Pennelli Faro, Taiki, and Wormser.

Not-To-Miss Speakers at Luxe Pack Los Angeles

Luxe Pack Los Angeles has lined up packaging, design, marketing, and innovation experts to participate in its conference program and lead its workshops.
On Wednesday, February 7 from 2:30-4:30 pm, Saskia Wilson-Brown, founder and executive director, The Institute for Art & Olfaction will lead a hands-on workshop that is ideal for any brand looking to add olfaction elements to its products. Attendees will be asked to smell a selection of historical materials used in wellness, beauty, and healing during ancient Greek, Roman and Egyptian times, and participate in a group blending exercise.

On Thursday, February 8 from 1-2:15 am, Euromonitor International’s senior beauty and fashion analyst Ayako Homma will moderate the conference, “How to Make a Statement Packaging Piece: The Power of Iconic Packaging.” Speakers include Burton Kakehashi, director of packaging, Stila Cosmetics, and Sheri L. Koetting, co-founder and chief strategist, MSLK.

And earlier that day, the focus will be on sustainable packaging from 10-11am, when experts discuss the once-niche trend of “going green” and how it has become mainstream. The conference, “The New Normal: Sustainable Packaging Trends,” will examine recent trends in sustainable packaging and highlight brands that have mastered the balance of being insta-friendly and earth-approved. The speakers are Lauren Golik, associate art director, Bartlett Brands and Cynthia Sterling, founder, Sterling CreativeWorks.

More Coverage to Come

Both West Coast events are sure to attract beauty industry executives from the East Coast, and around the world. Stay tuned for Beauty Packaging’s online coverage, live from these shows.