Features

MakeUp in New York Previews on Manhattans West Side

October 19, 2011

Editor-in-Chief

MakeUp in New York Previews on Manhattan’s West Side

A mix of formulations, packaging and accessories highlights this ‘makeup only’ event.

Written by Jamie Matusow, Editor

Two dozen beauty industry exhibitors, primarily from the U.S., set up shop in a two-level airy loft on West 31st Street in Manhattan on September 14th for MakeUp in New York, the premier stateside edition of the all-makeup show that has previously been held twice in Paris. About 650 visitors made the rounds over the two days.

Event coordinator Sandra Maguarian gave me a tour of the loft space, filled with sparkling chandeliers and white billowy curtains on windows that framed the neighborhood skirting the Hudson River. She said the 24 participants were largely U.S. based, and also included three from France, and one each from Germany, Italy and Taiwan.

At the second event in Paris, in June, Maguarian reported 1,900 visitors over the two days with attendees’ titles ranging from marketing manager to R&D. Interest spanned both mass market and prestige, she said.

What special features does MakeUp in New York bring to Manhattan?

Maguarian said: “The advantage of this show is that it focuses on one product category—makeup. And it can be done in a half day. Visitors can see some of the most important suppliers quickly and easily. We come to them, so it’s convenient, no travel, no accommodations. We bring the exhibitors to the heart of the makeup sector.”

Exhibitors at the event represented a variety of formulation and packaging companies, including several with brushes and accessories. Maguarian explained how organizers had achieved the balance: “The first time in Paris was 70% packaging, which did not work as well—now it’s a mix.”

Also on hand were several makeup artists and private label brand owners, including five-time Emmy Award winning celebrity makeup professional and beauty author Eve Pearl, now also main content provider for the Huffington Post and AOL’s StyleList—the most trafficked online beauty source.

Following are a few highlights from exhibitors:

• Strand Cosmetics drew visitors with its expertise in formulations.

• Eisen featured a wide array of sharpeners. Many decorative options were available, including heat transfers, color and 3D printing for a dimensional look.

• Axilone showcased a number of packages and clever designs, including Clinique’s Chubby Stick. Fran Cardiff viewed the show as a “nice blend of products and componentry.”

• Claude Desmarais, vice president of business development for folding carton and gift set manufacturer Bellwyck Packaging was spotlighting the company’s card on vacuum (COV), new for 2012 gift sets. It is available in two versions—hinged or as a two-piece. “It’s a nice presentation for color cosmetics and fragrance,” said Desmarais, especially due to the numerous textures available, such as suede, soft touch and glitter.

• Tactile effects were also the rage at Sleever, with decorative touches ranging from wood to metal that can be applied to plastic or glass. Eric Fresnel also pointed out a variety of color solutions for jar and glass innovations.

• Topline Products displayed its full-service color cosmetics solutions during MakeUp in New York.

• DuPont exhibited its Natrafil fibers, ideal for brands looking to make a switch from animal-hair brushes.

• The team from Anisa International showcased a variety of its latest brushes, including those with DuPont Natrafil, animal prints and swirls, and created an animation with its newest fibers and brushes.

• Mascara and lipstick innovations stole the attention at Oeka Beauty, where the new Swing Cap made a splash. The one-handed solution allows the user to “peel back” the cap to propel the bullet. Available in a separate color or clear, it offers a second advantage—no lost caps. The company also drew raves for its volumizing brushes, for which they also worked with a bulk manufacturer for “perfectly complementary fill,” according to Mike Warford, national sales manager, ABA Packaging (and U.S. rep for the company).

• At Livcer, packagers of thermoformed doses, a number of sampling options caught our eye, including several from YSL and Clarins. One new product—Lipskit—featured a thin, reusable plastic compact giveaway with four lip colors to choose from, and which can be customized in a number of ways. Also offered: a resealable case with foundation pan and sponge applicator.

Aude de Livonniere-Fourgous, managing director, Livcer, told Beauty Packaging she was happy with the attendees. “It’s a very niche show,” she said, adding “we like that. Everyone coming here is looking for makeup solutions.”

• At Arrowpak, Jim Slowey, VP marketing and sales, said, “Visitors were plentiful and of strong quality,” from Shiseido to Bobbi Brown. “Most important” he remarked, “no one asked ‘what are your minimums?’”