What to expect at MakeUp in Los Angeles 2017

By Deanna Utroske contact

- Last updated on GMT

What to expect at MakeUp in Los Angeles 2017
This coming February, the B2B color cosmetics event will open its doors. With the beauty business on the West Coast growing by leaps and bounds and color doing so well for the cosmetics industry, MakeUp in Los Angeles is sure to be quite dynamic.  

Beauty is big and getting bigger on the West Coast. Over the past years and months the industry there has grown, thanks to cosmetics and personal care startups and to brands and manufacturers relocating or expanding into the region. CEW hosts regular beauty industry events in Los Angeles; and just six months ago the region got a new professional organization.

The Bay Area Beauty Association, based in San Francisco, California, held its first gathering in April of this year. That group hosts events, networking get-togethers, and webinars for brands, manufactures, packagers, tech companies—everyone serving the cosmetics and personal care industry in the region.

It’s this burgeoning segment of the beauty industry that MakeUp in hopes to reach with its upcoming tradeshow in Los Angeles.

Long-lasting color

MakeUp in Los Angeles is only in its second year and is scheduled to take place on Wednesday and Thursday, February 8 and 9 at Quixote Studios. Beauteam, the organizers of MakeUp in events, already have 55 partners signed on to exhibit and or speak at the tradeshow.

In the run up to the show, Beauteam is particularly optimistic about the recent performance of color cosmetics and what that may indicate for the future. Citing data from the NPD Group, Beauteam notes that “total face makeup grew by 14% during Q3, inching ahead of eye, lip and nail. Eyebrow makeup kept up its double-digit growth, with sales increasing by 37%. Lip color sales grew by 21%,” ​and that, “only the nail category experienced a 17% decline.”

Fast-paced innovation

Beauteam also believes that digital retail and communication has upped the innovation game for brands of every size.

“The younger generations of female consumers are immersed in social networks,” ​notes the group’s press release about MakeUp in Los Angeles. “And new emerging new brands that rely mostly on the internet are never short of innovation to constantly adapt. As a result some of the major brands will do everything to launch new products every two months. The ability to capture ephemeral moments and react quickly has become a challenge for everyone.”


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