Premium Beauty News - A very simple question: why “Make-Up in Paris”?

Sandra Maguarian - Jean-Yves Bourgeois, who gave birth to this project, has an experience of over thirty years in the cosmetics business and, thanks to its extensive relationship in this industry, he was able to identify the interest of an event entirely devoted to make-up.

Nowadays, make-up is probably the sector generating most innovations and technological developments in the beauty industry. Whether a box or a makeup pencil, a lip-gloss, a tube of lipstick, a mascara, a nail polisher, or an airless container ..., technology is everywhere. This is probably the industry that requires the most advanced expertise at all levels: formulation, packaging and marketing.

Did you know, for instance, that the gesture for making up is not the same in Japan and in Europe so that formulae and textures adapt accordingly?

Regarding formulae, they are evolving constantly. The whole being subject to more and more stringent legal obligations. Once again, it’s time for innovation with products that will contain molecules capable of modifying specifically a defined skin condition or to adapt to specific signatures. Custom-made cosmetic is probably becoming more than just an idea.

Who says "technique", says "innovation" and "emulation". Make-Up in Paris will reflect all these aspects.

Sandra Maguarian, Beauteam

Premium Beauty News - It is therefore a unique event to share with unique people?

Sandra Maguarian - Actually, make-up is a world apart, which comprises its specialized schools, its make-up artists, its own wordings, its own customs, its language, its codes and its magazines.

The United States incidentally were the first goers in this field. In Europe, nothing! Not one dedicated event to gather this industry.
Make-Up in Paris has the ambition of becoming the personalized and unavoidable meeting place of this business where all actors can congregate in a professional but friendly place, and participating in a set of unavoidable events.

Premium Beauty News - This confirms the tendency for targeted events?

Sandra Maguarian - Current economic trends call for an overhauling of business events as we have known them for thirty years in Europe. Expert events focusing on high specificity segments have been fully tried and tested.

Make-Up in Paris will be very specifically "this event". Because it is truly an event, not a show in a traditional way. The selected location and its lay-out will enable the world of make-up to fully express itself. The various adjacent events will suit with visitors’ expectations, may they be brands, suppliers or retailer,s and of course, all the professionals-to-be.

Premium Beauty News - Economically, this segment is one of the healthiest of all?

Sandra Maguarian - Quite true! In recent years, the make-up business has been among those showing the steadiest progression rates and the strongest growth prospects. It is the most resilient sector to the crisis. Maybe because of the famous Lipstick effect!

Jean-Yves Bourgeois, Beauteam

Premium Beauty News - What is the offer and who are the customers?

Sandra Maguarian - The beauty business is constantly changing! And the crisis accelerated a bit more these changes with as a main trend: the need to widen the offer while providing flawless service.

First consequence, the emergence of a new kind of suppliers able to supply all or part of the service.

Another important outcome, “added value” is, more than ever, a key word in an industrial sector that has seen its margins decreased significantly over the last ten years. How can you create added value, except by offering a broader and optimum service to a demanding customer-market?

Container and content are more than ever indivisible for several reasons:

 The shift towards more “fragile” and more natural formulae, continues to reinforce the idea of content protection.
 The need for a complete offer compels the relevant industrial sectors to widen their specialization (manufacturers of cosmetic components widen their skills towards packaging and those in packaging do the same towards cosmetic components).
 Creativity requires good symbiosis between container and content.

Aiming at not simply proposing a “global service” but also a “global offer”, operators in the makeup segment must follow or even anticipate trends. The arrival of the first make-up artists in the world of manufacturers (whether in packaging, in formulation or filling) occurred only recently. As well as the emergence at formulators’ of research departments specialized in packaging!

Make-Up in Paris will allow professionals worldwide from marketing, development or purchase departments, to participate in an “outstanding” event. I insist on our will to create a true moment for exchanges and to recreate during this event at the heart of Paris, the universe of makeup with its profusion of colours, its inventiveness, its youthfulness.

Premium Beauty News - So, when and where?

Sandra Maguarian - Jean-Yves Bourgeois and myself, with our entire team, will host the make-up business on the 24th and 25th of June 2010 at l’Espace Pierre Cardin, Avenue Gabriel, just a few steps in parallel to the Champs-Elysées.

For further information, feel free to visit the event’s website: www.makeup-in-paris.com