Makeup In Action In Los Angeles offers insight into latest color cosmetic trends
Put together by the France-based Beauteam, which organizes the Makeup shows in New York, Paris, Sao Paulo and Seoul, the event will be held February 3 - 4, offering to open up on the latest developments in both the scientific realms as well as the latest trends.
The conference segment of event will be held during the course of the afternoon of February 3rd and features three different presentations each designed to complement one another and tap into these three very different areas of expertise in the category.
Those presentations dip into the realms of science and digital beauty marketing, as well as looking at some of the very latest trends in this fast-paced segment.
Evolution of makeup
First up is the trends presentation, which is scheduled for 2pm and is titled: ‘The Evolution of Makeup and Representation of Femininity’ and will be given by Jennifer Ritter, founder of JSR Consulting.
This presentation will attempt to focus on particular trends in the East and West Coast of the USA, as well as what’s happening in the trend-setting French market.
Going deeper, the presentation will also look at how different markets evolve to have quite different preferences, while also considering how different consumers have different takes on what defines beauty.
Digital beauty
Following on from the presentation will be a presentation by digital beauty expert Annabella Daily, who is also the founder and CEO of MapMyBeauty.com.
In this presentation Daily will highlight the winning formula for her online beauty company’s success, which is pinned on the development of the Sephora million-user app Pocket Contour.
Likewise, she will also discuss the launch of the company’s forthcoming beauty app, which is targeted at the prestige market and due to be launched around the time of the event.
Using neuroscience to predict beauty choices
Rounding up the conference program will be a presentation by Spenser Apramian, from the University of Stamford, who will be focusing on the latest development on neuroscience and how this can be rendered to produce beauty products with optimal appeal.
This presentation will focus on how to unlock the ultimate predictive model for beauty products and how this can applied to the design, marketing and branding of products.
He will also explain in more detail how consumer sensory engagement is triggered and what makes the trigger that could lead to a product purchase or repurchase.
For more information about the event’s conference and workshop program, please click here.
