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INTERVIEW

MakeUp In... Team

All the players are present, we have a broad spectrum, in two days, marketing people – about 55% of our visitors, R&D, and buyers can meet… SM: Without forgetting the business between exhibitors as well, they know one another and consider themselves more colleagues than competitors… this is a phenomenon only in make-up, I could not say it about other sectors such as fragrance where there is declared antagonism.

At our shows, you can discover marketing trends, hear high quality talks, both for the subjects and the specialists giving them. About half of the 3200 visitors to the Paris show attend the talks. New players can also be discovered who can give new ideas to develop new products not previously thought of. The brands have to be “nourished” all the time. We are there to look after them, with talks, activities, cultural exhibitions and visiting as many stands as possible.

EM: How do you manage to make the show always interesting, bearing in mind that in the small world of make-up, practically everyone knows everyone else and they meet every year at a rendezvous they cannot miss? JYB: This is only partly true. Each year there is something new: for example in 2016 we added some large companies of ingredients and the digital sector. SM: We are never static, there is a renewal in the offer both in exhibitors, in Paris 10 or 15 are new, and for the collections that are presented exclusively at MakeUp In Paris and New York.

EM: Since the beginning, what has been the strategy for the organization and logistics of the show? SM: Not having been afraid of organizing a ‘niche’ show. The first edition, at the Espace Cardin, had about 30 exhibitors. The next year there were twice as many and we had to change location, while staying inside the golden triangle. Since then we have always been at the Carrousel du Louvre, with our 150 exhibitors in 2016.

We don’t want to become larger: it’s not in the spirit of Beauteam, we are a small and close-knit team, followed because of these very characteristics. Our aim is to be a point of reference for our industry, in Paris we have succeeded in New York it is about to happen and elsewhere we still need a few years. SM: What really counts is the “contact cost” which is not easy to calculate in the case of a show, because you have to know whether the contacts have a successful outcome,

but ideally it is calculated by the proportion between exhibitors and visitors. In the case of MakeUp In…., for all our editions, we are the show with the highest proportional value!

C.S.

A new partnership for Beauteam Beauteam and its American subsidiary have recently joined the Infopro Digital Group, which has developed several shows in the sector of luxury packaging such as Luxe Pack in Monaco, New York and Shanghai. It is a leading group in information and professional services with the aim of developing their customers’ turnover and improving their productivity and effectiveness. This partnership offers a synergy between the Luxe Pack and the MakeUp In shows, allowing these events to be held in several countries wishing to host them, commented the Beauteam founders and the President and founder of Infopro Digital, Christophe Czajka, observed that the synergies between the teams will increase the power of action of Infopro Digital in the beauty sector, allowing the best of expertise to be offered to professional, whichever country they are in. The winning strategy is thanks to the common values of Beauteam and Infopro Digital: quality, a passion for beauty and luxury as well as the wish to organize high-end events where marketing, R&D and purchasing executives and deciders meet with the aim of “Business first”. In a sort of “return to the origins”, Jean-Yves Bourgeois was one of the co-founders of Luxe Pack Monaco in 1988 and founder of the magazine Formes de Luxe.

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