The next edition of MakeUp in NewYork will place a special emphasis during its conference cycle on social media and digital revolution in the beauty sector.

Boosted by demands from the selfies generation, lipsticks and lip gloss are the products which recorded the highest growth (more than 8%) in 2015 - Photo: © Glenn R. Specht Grs Photo / shutterstock.com

Never, before, heavy-weights in the US makeup and skincare market will have been confronted to such a revolution in consumer beauty products. A totally new dynamics, coming from Internet sales, social networks, bloggers, which is at worst, destabilizing and, at best, giving a real boost to leading brands in the industry,” explain the tradeshow organizers.

National brands and niche brands alike, use the power of social media to communicate with their consumer targets. And the most successful are not always the most powerful! Thus, according to Kline, “small brands, especially in the makeup category, are the ones with the strongest growth.” This confirms the power and capacity of social media to reshuffle the cards among players with big advertising budgets, and smaller niche brands that not have such marketing budgets.

Again according to Kline, mobile devices play a crucial role in the customization of the beauty routine of consumers. Applications such as Sephora’s Pocket Contour, or Beautiful Me, YouCam Makeup or Plum Perfect are taking centre stage in the beauty routine of millennials. “Boosted by demands from the selfies generation, lipsticks and lip gloss are the products which recorded the highest growth (more than 8%) in 2015."

Actually, the Beauty market in the US is closely linked to the rise of smartphones (71% of Americans have one), which changes the beauty habits and representations of beauty in this country. Furthermore, the dynamics of social networks and the rise of YouTube have led to the creation of platforms to exchange on beauty topics.

MakeUp in NewYork
7 & 8 September 2016
CENTER 548548 W 22nd St
New York, NY 10011

10am - 6pm

www.makeup-in-newyork.com