Brimming with innovative products and startup brands, the West Coast has been considered the hotspot for the cosmetics industry over the past few years, and the co-located Luxe Pack LA and MakeUp in LosAngeles (the latter celebrates its 5th year in 2020) are responding to the industry’s thirst for everything from formulations to packaging, marketing trends to sustainability.

The BtoB event has grown strongly—and this year’s show—February 11–12 at the LA Convention Center in downtown Los Angeles—promises to once again engage the anticipated 4,700 attendees, with a full slate of exhibitors, educational sessions and special features. Luxe Pack LA, alone, boasts 120 suppliers this year.

New This Year

In addition to sharing the show floor, there will be a joint conference program, with experts speaking on a wide range of relevant topics. Also new this year, for easy navigation, attendees will not be scanned as they flow from one platform to another.

Additional new features for 2020 include Launch Pad Live—a display of all 2019 launches produced by LPLA exhibitors at the show entrance; and Green Turbo Talks—a guided tour for attendees that will take them to the exhibitors who will present two-minute presentations on new sustainable solutions and CBD projects.

Conferences

Here’s a look at a few of the conferences scheduled over the two days:

French celebrity hairstylist and beauty entrepreneur Frédéric Fekkai joins the event on February 12, at 1:00pm, for a special session. For almost three decades, Fekkai has shaped the international beauty landscape. Hear how his luxury, heritage brand is adapting for continued success in an ever-changing market. He will also announce an exciting new launch debuting in early 2020 after reacquiring his namesake.

“The Foundations of Luxury,” led by Tess Wicksteed, Strategy Manager, Here Design, will be held Tuesday, February 11, from 9:35am–10:15am, and will define “the radical behavioral differences between luxury and mainstream branding.”

On Tuesday, February 11, from 11:30am–12:15pm, “2020 Futures: What Are the Trends to Watch for in the New Decade?” will be presented by Emma Chiu, creative innovation director, J. Walter Thompson Worldwide. This session will explore key trends from Wunderman Thompson Intelligence and highlight macro shifts that are dictating the major trends in beauty, food and packaging developments—which companies will need to be aware of to future-proof themselves for the decade ahead.

On Wednesday, February 12, from 10:15–11:15am, “Innovations in Makeup and Skincare” will look at packaging, formulas, accessories and full service. Panelists include Jill Tomandl, VP product development and innovation, The Estée Lauder Companies’ Smashbox Cosmetics; and Bianca de la Garza, CEO and founder, Bianca de la Garza Beauty; moderated by Charles-Emmanuel Gounod, CEO and founder, Beautyworld Connexions.

Also on Wednesday, watch for a special two-part intensive on Sustainability with back-to-back sessions from 2:15-3pm; and from 3:15-4pm.

“Sustainable Packaging Part 1: Sustainable Packaging and the Circular Economy in Beauty Packaging,” features panelists Ernel O. Simpson, global vice president, research & development, Terracycle; Jill Tomandl, VP product development and innovation, The Estée Lauder Companies’ Smashbox Cosmetics; and Cécile Tuil, VP communications, Albéa; moderated by Charles-Emmanuel Gounod, CEO and founder, Beautyworld Connexions.

“Sustainable Packaging Part 2: Refillable & Reloadable Formats: Is This the Future of Sustainable Packaging?” will discuss how this avenue is gaining ground—and the opportunities for these formats to enhance premium brands’ positioning. Panelists include Jennifer Lim, executive director of packaging, Hourglass Cosmetics; Scott Ballard, VP and general manager of specialty plastics, Eastman Specialty Plastics; and Frederic Dreux, R&D packaging leader, Unilever Prestige; moderated by Alissa Demorest, Forme de Luxe.

For more info on the event, see www.luxepacklosangeles.com

See you there!