Makeup in New York gets a new venue and announces partnership with L’Oreal

By Deanna Utroske

- Last updated on GMT

Center548 (image via the venue)
Center548 (image via the venue)
This September’s edition of the B to B cosmetics industry event will be in Manhattan (rather than Brooklyn, as announced earlier) and will advance communication between suppliers and the L’Oreal brands.

Makeup in events take place around the globe, in New York, Paris, Seoul, Sao Paulo, and beyond. At each stop there is a beauty industry partner: Amore Pacific in Seoul, Chanel in both Paris and Los Angeles, and so it goes.

The newly announced partnership with L’Oreal Group makes “it possible for a single leading [company] to benefit from a privileged communication platform with its suppliers,”​ Jean-Yves Bourgeois, partner at Beauteam, organizer of the Makeup in events, tells Cosmetics Design.

Bourgeois and Sandra Maguarian inaugurated their Makeup in show concept in 2010. And over the years it has evolved with input from industry insiders into what he calls “a ‘full service’ trade show that gives visitors the possibility to meet suppliers of ingredients, formulas, packaging and makeup accessories.”

No more bridge-and-tunnel

Early this year, Makeup in announced plans to hold its September event in Brooklyn. Now, in fact, Beauteam will be hosting the event in the Chelsea neighborhood of Manhattan at the Center 548—a venue where Makeup in has been held before.

Exhibitor feedback to the news has been excellent, Bourgeois tells this publication. Makeup in exhibitors “are delighted with this decision.”  ​And, “most of them already know the Center 548 were the 2013 and 2014 Makeup in editions had taken place.”

The Manhattan location is a dealmaker for others: “This decision convinced some undecided exhibitors to join us,” ​he says.

The new venue will be more desirable for some attendees as well. Makeup in runs concurrently with in-cosmetics New York this year. Both events will take place on September 7 and 8. And, the two events are cooperating to make it convenient for attendees. “The travel time from our new location to the In-Cosmetics location is even shorter,” ​notes Bourgeois.

Not too big, not too small

There’s no shortage of industry events these days, with tradeshows specializing in ingredients and packaging and several others offering resources that appeal to a spectrum of personal care, cosmetics, and fragrance makers.

Makeup in hopes to stand out by producing a limited yet “full service” B to B event: “We certainly do not intend to increase the number of brands on an event,” ​Bourgeois tells Cosmetics Design. “We always favor exclusivity...., reflecting what our show is and must remain.”​  

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