Second edition of Makeup in Sao Paulo targets big rise in exhibitors

By Simon Pitman contact

- Last updated on GMT

Second edition of Makeup in Sao Paulo targets big rise in exhibitors

Related tags: Color cosmetics, Cosmetics

The global Makeup events are pressing on with their expansion into the Americas for the second edition of the Makeup in Sao Paulo event, highlighting the huge potential for the color cosmetics market in Brazil.

This year’s event will take place on December 8th​ and 9th​ at the Centro de Convenços Rebouças and will feature some of the biggest cosmetic makers and packaging suppliers in the market.

Although Brazil is currently facing some significant economic struggles right now, the organizer of the event believes that the sheer size of the overall cosmetics and personal care market, the on-going development of the color cosmetics category and the buzz created around last year’s inaugural event will lead to an even bigger show this year.

Organizer targets bigger event

For the 2015 event France-based organizer Beau Team says that it is targeting a 30% increase in the size of the event compared with last year, thanks to several new exhibitors, including Schwan Cosmetics, Ipel/Qualipac, Cosmogen and Cosfibel.

The organizer also says that there has been a rally in the number of registrants during the course of this month, which gives it reason to believe that the 30% increase in exhibitor numbers could be exceeded.

What is feeding the growth is the fact that the Brazil market has developed enormously over the course of the last ten years to take the place as the third biggest in the global industry.

Now that growth is leading to some maturation of the market, which in turn is giving way to a burgeoning development in exhibitions targeting the industry. Indeed, last year also saw the inaugural in-cosmetics event, with a second, even bigger event lined up for next month, again in Sao Paulo.

Strong potential for the color cosmetics market

But for the Makeup in Sao Paulo event, the potential for strong growth in the color cosmetics and makeup category is in evidence, particularly as the growing number of retail channels looks set to give the category a stronger platform.

Likewise, although the average Brazilian woman still has fairly straight forward needs when it comes to color cosmetics, an increasing number of offerings and choice within the category is leading more consumers to go beyond the standard nail polish, lipstick and mascara offerings.

This is because until now the market has been relatively domestic-focused, with only about 8% of products being imported. However, as import regulations in Brazil are slowly relaxed, an influx of international beauty offerings is giving way to greater choice that is also provoking domestic cosmetic companies to respond.

All this is leading to cosmetic brands demanding more options from suppliers, suggesting significant opportunities for those companies that are particularly innovative and trend-setting.

Related topics: Business & Financial, Color Cosmetics

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