Paris Hopes To Make Its Beauty-Mark With "Make Up" Trade Show

Next June, Paris will play host to a new beauty event called Make Up, in hopes of competing with the world's leading beauty fairs.  Organizers plan to turn it into "the unmissable beauty event" for international beauty professionals.

Make Up faces fierce competition from other beauty conventions such as Cosmoprof. Exclusively dedicated to the universe of make-up, Make Up was designed as a global platform for those in the cosmetics industry, with a convention that includes discovery workshops, conferences and debates, and contests where a relaxed sense of professional networking can take place.

Will other cosmetic companies take notice and line up to participate? The fair's show manager, Sandra Maguarian, is confident that the event's approach could make all the difference:

"Because it will truly be an event, not a show in a traditional way. The chosen location and its configuration will enable the world of make-up to fully express itself. The various adjacent events will suit visitors' expectations, may they be brand owners, manufacturers from the sector or of course, all the professionals-to-be belonging to this universe," she explains, adding that the fair will focus on innovation, creativity and trends.

Maguarian insists Make Up is the perfect industry event: "Economic development calls for an overhauling of business events as we have known them for 30 years in Europe." Participating brands are yet to be announced for the show, set for June 24-25 at the Espace Pierre Cardin.