First MakeUp event to open its doors in Asia this week

By Simon Pitman

- Last updated on GMT

Related tags Cosmetics

First MakeUp event to open its doors in Asia this week
Building on the success of MakeUp Paris and MakeUp New York, MakeUp Seoul will open its doors in South Korea this week, to become the first event in the series for the Asia Pacific region.

Covering all aspects for the industry, from packaging and formulation, to finished goods, the event is being billed as one-stop-shop for colour cosmetic professionals from every aspect of the category.

Being held from March 13 – 14, at the Conrad Seoul Hotel, in the heart of the city, the event will play host to domestic, Asian and other international players, with names that will include Cosmax, Schwan Cosmetics, Hwa Sung Cosmetics, Unipack Korea, Alkos Group and Sleever International.

Comprehensive two-day conference programme

The event will also include a comprehensive two-day conference programme that will demonstrate some of the leading technologies, product launches and trends that are impacting the conference, both on a regional and international basis.

The first day of the conference programme squeezes in several trend presentations, including ‘Ten years of experience in measuring cosmetics brands equity in Europe, America and Asia: Which lessons for make-up brands?’

The second day of the conference programme will also clue in on trends, with a presentation comparing the key trends in Asia to that of Europe, and another looking at the Autumn/Winter 2014 key runway make-up trends.

Make-up demos from beauty academies

What has also become a defining part of the events in both New York and Paris is the Make-up Demos, which has also been incorporated into the event in Seoul over the two days.

Demonstrations will be given on the exhibition floor by the Hera Make-Up Academy, which is a make-up school based in Seoul and sponsored by Amore Pacific, together with another beauty school, Soobin, which has three branches throughout South Korea.

Finally, it will also pay dividends for visitors to look out for the ‘MakeUpPioneer’, which is a highlighted trail on the show floor, enabling visitors to find and locate the various exhibitors that are taking part at the event and discover whatever new product launches, technologies or trends they are bringing to the event.

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