Conference program for MakeUp in Sao Paulo biggest to date

By Simon Pitman

- Last updated on GMT

MakeUp in Sao Paulo boosted by lipstick effect

Related tags São paulo Cosmetics

The organizer of the MakeUp in Sao Paulo event has revealed the conference program, which will include 18 presentations and roundtables involving 30 speakers.

The two-day event, organized by the France-based Beauteam will take place on December 7th​ and 8th​ at the Centro de Convenções, in the heart of Brazil’s biggest city, Sao Paulo.

This is the third edition of the event, and, despite the economic crisis the country has faced during the course of the past two years, the color cosmetics sector has faced some significant challenges.

What economic crisis?

However, with real signs of economic improvement and indications that both consumer confidence and spending are beginning to resume, the cosmetics and personal care industry in the country has started to show the first real signs of growth since the economy crashed.

Not only is this good for the economy in the rest of the Latin America region, due to the fact that Brazil is by far the largest and most influential market, the Beauteam is also counting that the return to a more optimistic outlook will also give the event a boost.

Indeed, exhibitors for the up and coming event have reported a spike in demand for certain types of color cosmetic product that reflects the “lipstick effect”, whereby Brazilian women have been treating themselves to relatively inexpensive product as a means of trying to forget the gloom of politics and the economy.

Reflecting this, the Pochet Group and its subsidiary Pochet do Brasil is investing the sum of Euros 20 million to develop a new production facility in the North of Sao Paulo in an effort to meet with increased demand from consumers in Brazil and the region.

The conference program

The two day conference program will kick off on December 7th​ with a presentation by Juliana Martins, a personal care analyst from Mintel who will be taking a look at what will be happening in the colour cosmetics arena in the run up to the all-important spring/summer 2018 season.

Other presentations on that day will see Florence Bernadin swapping information about what’s hot in the Asian market, while a roundtable will focus on what is happening in the fast-moving and growing nail category in Brazil.

On the second day of the event, the program will include a presentation about Brazil’s move towards an omnichannel retail model, what’s happening in beauty applicators, and a presentation and market update from Brazilian cosmetics and toiletries association ABIPHEC.

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