Exactly 620 people attended the show, which was held at the conference room of the Renaissance Hotel, located in Sao Paulo’s Jardim Paulista district, near the city center.
The B2B color cosmetics market in both Brazil and Latin America remains small and generally niche, but the organizer says that the attendance marks a good outcome, especially compared to previous events.
Sao Paulo event projected to enjoy future growth
For the first ever Makeup in Paris event, held in France in 2008, attendance was 800 people, in a country where the color make-up categorized is well established and serves as a hub for the European market.
Reflecting the continued growth of the event, the Makeup in Paris event attracted 2,800 attendees in 2014, growth the organizers are hoping to replicate for its Sao Paulo event.
The event was held for the first time in Seoul, Korea earlier this year, while Makeup in New York entered its fifth year in 2014, attracting a total of 2,300 attendees.
Conference program attracts big crowds
In particular, the event organizers noted that the conference program proved very popular, with most presentations full to capacity, with around 150 at each session during the days.
“It was difficult to find a seat to attend the large round table that brought together the leaders of the MakeB, groupe O Boticario, Quem disse Berenice, Granado, Weckerle Cosmetics, Faber-Castell, Oxygen Development, Intercos America, Sleever International and Geka,” an event spokesperson said.
“In a completely packed conference room, Joao Carlos Basilio, the President of the Abihpec Association and partner to this first edition of MakeUp in SaoPaulo, personally praised the excellent quality of this first edition.”
Boxing ring showcased best of Brazil make-up
To highlight some examples of Brazilian make-up creativity, the show platformed three make-up schools, where students demonstrated their talents in a boxing ring set up in the conference room area.
The students were supervised by makeup artist Mily Serebrenik, who facilitated some healthy competition between the three schools as a means of highlighting specific areas of creativity.
The event also included a nail bar, where visitors could have their nails manicured and polished.
The Sao Paulo Makeup event brings the portfolio up to four events in three continents, which will all be held again throughout the course of 2015.