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Markets & trends

First edition of MakeUp in SaoPaulo to open doors 03-04 December 2014

The B2B event dedicated to the makeup industry will feature two days of conferences and host some of the world’s leading suppliers of make-up formulas and packaging.

The timing for MakeUp in SaoPaulo couldn’t have been any better! According to figures coming from a study delivered by Canadean and recently published in Brazil Beauty News, the Brazilian market of make-up will jump from 7.1 billion Brazilian reals (US$ 3.2 billion) in 2013 to 13.4 (US$ 5.1 billion) at the end of 2018 and this in spite of the stagnation of the rest of the economy. The Brazilian beauty and cosmetic market has therefore managed to remain dynamic. "This proves that the make-up market in Brazil is booming - even in times of low consumer confidence and in the poorest areas of the country," highlighted the market research company.

Leading suppliers

Exhibitors include leading suppliers of makeup packaging and formulas, as well as full service providers. The Italian group Intercos, the French companies Fiabila, Strand Cosmetics, Sleever, SIMP and Aesthete, the German firms Faber Castell, Mega Airless and Weckerle, the American groups Oxygen, Topline and Polychromatic will showcase their latest innovations, together with the German company Geka, one of the world leaders in the manufacturing and filling of mascaras, and the Italian company Baralan also leader in his field. To note also the presence of Arcade and Bioplan, two leading suppliers of samples and filling services.

Two days of debates

The event also features a two-day conference programme (see here below) devised to help makeup industry insiders to better understand trends, continent by continent and get straight to the heart of the matter concerning technology changes with dedicated round-tables.

The 1st edition of MakeUp in SaoPaulo will open its doors to visitors in the meeting rooms of the Renaissance Hotel in Sao Paulo, on 3 and 4 December 2014. Details at

New MakeUp in SaoPaulo conferences’ program:

Wednesday, December 3th, 2014

1:30 p.m - 2:15p.m

Nail polishes: technical and business challenges

With the participation of: Pierre Miasnik, CEO, Fiabila ; Eric Wimmer, Garance Inc; Cecilia Manzoni, Baralan.

3:00 p.m - 3:30 p.m

Make-up trends from Asia to Brazil

With the participation of: Florence Bernardin, Information & Inspiration.

3:45 p.m - 4:15 p.m

Make up and the retail revolution

An overview of key retail trends and their impact on beauty and make-up. 
With the participation of: Elizabeth Marq, Visual Merchandising Trends.

4:45 p.m - 5:30 p.m

Make-up: Why Brazil is a market of its own!

With the participation of: Mirele Martinez, MakeB (Group O Boticàrio); Vanessa Cristine Machado, quem disse berenice ?; Nazish Munchenbach, Granado; Thomas Weckerle, Weckerle company; Vincent Groccia, TopLine company; Lourenço Piteli, Faber Castell do Brasil; Otto Thellmann, Oxygen Development; Angelica Bekanich, Intercos America; Eric Fresnel, Sleever International; Amaury de Menthière, Geka.

Thursday, December 4th, 2014

12:30 p.m - 1:00 p.m

Focus and Positioning on the Color Cosmetics Market in the Americas

With the participation of: Anthony Drouin, L’Oreal.

1:00 p.m - 2:15 p.m

Make-up in Brazil: building category experience in the distribution channels

With the participation of: Murilo Regianni, Vult Cosméticos; Jérôme Massei, Arcade Latam and Aûani Cusma de Paula, Atualidade Cosmética.

2:30 p.m - 3.30 p.m
The future of formulation: An overview of make-up innovation

With the participation of: Luisa Oliva Dr. Pharmacist, R&D and Technical Marketing Consultant International Cosmetics.

3:45 p.m - 4:30 p.m

Exporting a Brazilian brand outside Brazil. keys to success…, what to do…, codes to integrate

With the participation of: Helen Kupfer-Haas, expert in import-export of perfume and luxury goods between France and Brazil.

4:45 p.m - 5:30 p.m

Paris trends / inspirational products & trends for Brazilian brands

With the participation of: Hélène Capgras, Martine Leherpeur Conseil.

© 2014 - Brazil Beauty News -

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