Strong attendance of cosmetic brands

As far as attendance is concerned, MakeUp in Paris scored beyond its organizers’ expectations: 1404 visitors thave walked down the aisles of the first edition of this event entirely dedicated to te make-up industry, which was held last June 24 and 25, at the Espace Pierre Cardin, in the beating heart of downtown Paris.

HCT at MakeUp in Paris 2010

It’s a fine score, actually exceeding our expectations. If there was a large number of visitors, there was also and above all, quality. We were certainly expecting a high level of attendance because the number of people who had pre-registered (1200) was a hint of an even higher number of visitors. But reality turned out to be even better with above all, a good quality of visitorship, a fact which was confirmed by exhibitors themselves”, explains Sandra Maguarian, Show Manager to the event organized by Beauteam.

Two weeks after the event, the analysis of visitors’ registration data showed that the MakeUp in Paris concept appealed to decision makers. There was a massive number of brands with over 800 visitors, including a significant number of foreign visitors! And that was a bit of a surprise for the MakeUp in Paris team.

14% of international visitors

Indeed, 14% of overseas visitors made the trip to attend the event, which can be considered an excellent performance for a first edition. Among top countries, all categories considered, Italy comes first followed by England, Belgium, and then Germany. But there were also visitors from Canada, Israel, Japan, Kuwait, Lebanon, Poland, Romania, Japan, Russia, South Africa, South Korea, Thailand, Turkey, United States and even Vietnam ... Overall 26 countries were represented!

R & D and Marketing teams

The goal to attract marketing teams and development managers was also reached.

After analysis by categories of visitors, the first position to emerge among decision-makers is: marketing with nearly 500 people. Then follow R & D, Purchasing, Sales, Communication ...

The date are apparently confirmed by the first feedbacks from exhibitors. “The visitors were of high quality and were seeking for solutions and innovations, and they found a human-sized event allowing to point out relevant issues,” said Eric Fresnel, President of Sleever International.

Professional, friendly...

From the exhibitors’ side, satisfaction seems general too. The broad feeling of exhibitors and visitors collected here and there can be summarized as follows: “An event on a human scale ... very friendly ... very professional!”.

It was intimate, fun, and a much needed fresh approach to our industry. The quality and number of visitors was impressive. I am looking forward to the next edition with even more animation events,” commented Romayne Apcar, CEO of HCT France:

Actually, the HCT Group was one of the first companies to officially commit way back in October of last year. “I was inspired to support this venture from the outset. MakeUp in Paris is worlds apart from other industry events. Its’ specific focus on makeup attracted a select and intimate audience, and exposed us to a completely new group of potential customers,” added James Thorpe, Managing Director of HCT Europe.

According to the organizers, all exhibitors already requested to book their stand space for next year’s event, some of them on a larger perimeter, and several other companies already want to register for their first time.

Videos of the event are available on YouTube and some photos on Flickr.