Beauteam organizes the Makeup in shows In New York, Paris, Sao Paulo and Seoul, and decided to hold the LA event over two days, from February 3 - 4, as a means of highlighting the latest developments in both the scientific realms as well as the latest trends to professionals in the burgeoning South California market.
Indeed, the organizer claims that over 700 people visited the event during the two days, with many of those visitors including small- and medium-sized cosmetic and personal care businesses from the South California area and all over the West Coast, mixed in with executives from bigger brand owners on the East coast.
Key brands were there
Indeed, the attendance records show that key visitors included brand owners such as Mac, Benefit, Urban Decay, Bare Escentuals, Sephora, Chanel Parfums et Beauté, Stila, L'Oréal, Cinema Secret, Lorac, Kardashian Beauty, Billion Dollar Brown, Yes To and Physicians Formula.
The conference program and round tables were also said to have registered full attendance, with more than 600 people attending the seven conference presentations and two round tables.
Likewise, the eight workshops attracted a total of 300 people, with 120 attending the Formulation workshop and a total of 180 counted at the Packaging workshop.
The conference segment of the event was held during the course of the afternoon of February 3rd and featured three different presentations each designed to complement one another and tap into these three very different areas of expertise in the category.
Conference spanned big trends, including digital
The conference presentations dipped into the realms of science and digital beauty marketing, as well as looking at some of the very latest trends driving the fast-paced color cosmetics segment.
First was a conference presentation titled: ‘The Evolution of Makeup and Representation of Femininity’, which focused on particular trends in the East and West Coast of the US, as well as what’s happening in the trend-setting French market.
Following on from that, digital beauty expert Annabella Daily highlighted the winning formula for her online beauty company’s success, which is pinned on the development of the Sephora million-user app Pocket Contour.
Rounding up the first day of the conference program was a presentation by Spenser Apramian, from the University of Stamford, focusing on the latest development in neuroscience and how this can be rendered to produce beauty products with optimal appeal.